Repeat customers are usually cheaper to win than new ones. These two reports show how much of your money comes from people who've been back, and how your whole customer list breaks down by lifetime spend.
To see them you need the View financial reports permission. Owners, Admins and Managers have it by default.
Open the reports
- In the sidebar, click Reports, then switch to Detail.
- Pick your date range across the top. LTV Segments ignores it.
- Under Customers, click First vs Repeat Customers or LTV Segments.
First vs Repeat Customers
You see New Customers and Repeat Customers, each with the money collected from them in the range, and a revenue split bar.
A customer counts as repeat if they've paid on more than one invoice ever, including invoices after your date range. So someone whose first visit was in March and who came back in May counts as repeat, even on a March-only range.
Amounts are money collected on invoices, after refunds.
LTV Segments
LTV means lifetime value: everything a customer has paid you across all their invoices, after refunds. Every customer in your shop lands in one segment:
- No spend
- $1–$499
- $500–$999
- $1k–$2.5k
- $2.5k–$5k
- $5k+
Each row shows Customers, Avg LTV and Total. The "No spend" row includes every customer who hasn't paid on an invoice yet.
Frequently asked questions
Q: Why does a first-time customer from last month show as repeat?
A: Repeat means more than one paid invoice ever, not just in the date range. If they came back after their first visit, they count as repeat.
Q: Does LTV Segments use the date range?
A: No. It always uses each customer's lifetime spend across all their paid invoices.
Q: Why is the No spend segment so big?
A: It includes every customer record with no money collected on an invoice, such as leads and people who only got a quote.