Customer Dashboard

The Customer Dashboard gives you a unified view of your customer base. It pulls live data from ClickHouse and shows you how customers are interacting with your business over any date range you choose.

Accessing the Dashboard

1. Open your workspace
2. Click Customers in the sidebar
3. Use the date range picker in the top-right corner to adjust the time period (default: last 90 days)

Your selected date range is saved automatically and restored when you return.

Customer Overview

The top section shows four key metrics about your customer base within the selected period:

• Active Customers -- The number of unique customers who placed at least one order
• New Customers -- First-time buyers during the selected period
• Returning Customers -- Customers whose first purchase was before the selected period
• Returning Rate -- The percentage of active customers who are returning buyers

When you switch to the All Time preset, the dashboard shows a different set of metrics:

• Total Customers -- All unique customers across Shopify and Klaviyo
• Buyers -- Customers who have placed at least one order
• Non-Buyers -- Customers in your database who have never purchased
• Conversion Rate -- The percentage of total customers who became buyers

Customer Behavior

Below the overview, you will find two behavior metrics:

• Average Order Value (AOV) -- The average amount customers spend per order, after discounts
• Average Orders per Customer -- How many orders each customer places on average during the period

These metrics help you understand purchasing patterns and identify opportunities to increase order frequency or basket size.

Marketing Consent

The Marketing Consent section breaks down your customers by their email and SMS opt-in status:

• Email Subscribed / Not Subscribed / Unsubscribed -- How many buyers have opted in, never opted in, or opted out of email marketing
• SMS Subscribed / Not Subscribed / Unsubscribed -- The same breakdown for SMS marketing

Use this data to gauge the reach of your marketing channels and spot trends in unsubscribe rates.

Data Freshness

Every dashboard page includes a Data Freshness Indicator below the date range. It shows when your data was last synced from Shopify, so you always know how current the numbers are. Data typically syncs every 24 hours.

Shopify Comparison Tooltips

Each metric card includes a small tooltip icon. Hover over it to see the formula used to calculate the metric and, when available, a side-by-side comparison between the AccessFuel value and the live Shopify value. This helps you verify data accuracy at a glance.

People Table and Customer Details

The People page (accessible from the sidebar) shows a searchable, sortable table of all your customers. You can:

• Search by name or email
• Sort by enrichment score, total spent, average order value, or order count
• Click any customer to open their detail page

Customer Detail Page

Each customer detail page includes:

• Contact information -- Email, phone, and address
• RFM score -- Recency, Frequency, and Monetary scoring for segmentation
• Commerce overview -- Total spent, order count, average order value, and purchase history
• Marketing status -- Email and SMS consent state
• Product tags -- Affinity data showing which product categories the customer prefers
• Data sources -- Which integrations (Shopify, Klaviyo) contributed this customer's data

Next Steps