Customers Reports

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Customers Reports
View combined unique customer metrics, with orders, products, and marketing sources
Customer reports allow you to view reporting based on a variety of ecommerce metrics aggregated by unique Customers, across a variety of dimensions. Choose “Filter” to narrow down the results by other metrics, and export the results by choosing Download to CSV.
Customer Reports Types
Customers Reports display the below aggregated data points for customers created within the chosen date range.  Revenue, upsell, and refunds totals are reflected for the lifetime of customers created within the chosen date range, therefore over the course of the customer's lifetime the report values may change.
(Customers) Created
Leads
Customers
Orders
Items
Total Revenue     
Total Upsell Revenue
Total Refunds     
Net Revenue 
Average Customer Value
Hover over the Refunds and Net Revenue totals to view the values in percentages (%).
Customers Report Overview
Customers (or store Users) includes all individual customer records, unique by email address.  Leads refers to Customers without any successfully placed orders.
Customers reports are useful to calculate the unique number of buyers for a particular product, SKU, or originating from a given marketing source, regardless of how many orders the customer may have made.  Also, to evaluate customer lifetime values based on their purchase activity over time.
Customers by Product
View a breakdown of unique Customers by Product. Products with multiple Variants are grouped in this report view according to the parent product.  
Note that the Avg Customer Value displays the average revenue per customer for their entire lifetime.  This differs from the Avg Order Value metric on Orders reports, which display the average total order value (rather than total revenue per customer).
Customers by Partner SKU
View a breakdown of unique Customers by Partner SKU. Partner SKU is the code for the physical item that exists at your fulfillment partner's warehouse.  
Note that the Avg Customer Value displays the average revenue per customer for their entire lifetime.  This differs from the Avg Order Value metric on Orders reports, which display the average total order value (rather than the total revenue per customer).
Customers by Tag
View a breakdown of Customers by the Tags that are associated to them.
Tags can be applied to Customers (users) created over the API, or applied manually via the Customer Details View.  Tags can be used to segment groups of customers from various sources, channels, or to keep track of custom business logic for use downstream in reporting. 
Customers can carry multiple Tags.  Customers with multiple Tags are displayed in the totals for each of those Tags.
Customers by Affiliate
View a breakdown of Customers by Affiliate values, totaled based on the affiliate and subaffiliate values that can optionally be passed into an order's source attribution fields. Click on the values in the Affiliate column to drill-down to display Sub-Affiliate, Sub-Affiliate1, 2, data.
Customers by UTM
View a breakdown of Customers by UTM_Campaign, Source, Medium, Term, and Content values, based on the utm parameters that can optionally be passed into order source attribution fields.  Click on the Customers totals to drill down and view a list of individual transactions.
Customers by Funnel
View a breakdown of Customers by Funnel, based on the funnel ID, which is automatically passed for orders created via internal Funnels, or the funnel value that can optionally be passed into order source attribution for orders created on the Admin API.