Customer Lifecycle

Understand where every customer is in their journey — and act on each stage automatically.

Overview

The Customer Lifecycle view classifies all of your customers into four RFM-based stages. It gives you a visual funnel so you can immediately see how many customers are in each stage and take targeted action for each group.

Accessing Customer Lifecycle

Go to Analytics → Customer Lifecycle.

The Four Stages

StageDefinitionTypical action
NewMade their first purchase in the last 30 daysWelcome series, onboarding tips, first-review request
ActivePurchased more than once and active in the last 90 daysVIP offers, loyalty rewards, upsell campaigns
At RiskWas active but hasn't purchased in 60–90 daysWin-back email or WhatsApp, personalised offer
LapsedNo purchase in 90+ daysLast-chance campaign or suppress from paid ads

The Funnel Chart

The lifecycle page shows a horizontal bar chart with:

  • Stage name on the left
  • Customer count for each stage
  • Bars scaled relative to the largest stage

This makes it easy to spot if you have an unusually high At Risk or Lapsed count that needs a re-engagement campaign.

Acting on Each Stage

Each stage row has a View Segment button. Clicking it opens the matching customer segment so you can:

  • Send an email campaign to this group
  • Launch a WhatsApp broadcast
  • Sync the segment to a Facebook Custom Audience for retargeting
Tip

Schedule a monthly review of your lifecycle chart. A growing Lapsed segment is an early warning sign to increase win-back campaign frequency before those customers are lost.

How Stages Are Computed

Stages are recalculated nightly based on order history:

  • New: first order date within last 30 days
  • Active: 2+ orders, most recent order within last 90 days
  • At Risk: had 2+ orders, most recent order was 60–90 days ago
  • Lapsed: most recent order was more than 90 days ago (and not New)

A customer moves between stages automatically as their purchase behaviour changes — no manual updates needed.

Next Steps