Shopify Customer Journey Report

The Shopify Customer Journey report helps you identify the customers who drive the most value for your business. With Flexibility to add custom fields, you can analyze their purchasing journey—how soon they return for another purchase and what products they buy often. You gain deeper insights into their buying behavior.

This report tracks each customer’s purchase history, providing a window into their Customer Lifetime Value (CLV). You view the revenue contributed by each customer on their first, second, and subsequent orders.  

With this report, you no longer have to second guess how your Shopify customers have responded to your efforts to capture and retain them. The added bonus - you can analyze the data for insights to improve customer outreach and retention measures, growing brand loyalty and revenue.

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Understanding the Customer Journey Report

The Shopify customer journey report breaks down the total revenue contributed by individual customers into three categories:

As you can see in the above example, if the customer has only purchased once from the store, the sale amount is mentioned under the 1x Buyer data column. If they’ve ordered twice, that total purchase value is shown in the 2x Buyer column. 

If a customer orders more than twice from your store, their total spend is shown in the 3x plus Buyer column. These values are accompanied by the Total Spend value and total Order Count during the entire time the customer is with the store. 

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It’s that simple.

How Shopify Customer Journey Analytics Drives Actionable Insights

The Customer Journey report points out repeat customers with order count and buyer spend category data. That’s a direct indicator of customer brand loyalty. With the total spend value in each category, you’re also treated to the value added to your business by single, double, and multi-time buyers. 

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There are other benefits to using this report as well:

• You can understand each customer’s behavior in your store through their purchase patterns. This insight is valuable to gauge the effectiveness of your marketing strategy, website user interface, and other similar influential store aspects. 

• Identify your high-value customers for customized targeting. They’re the ones with high order counts and total spends. In other words, they have high CLV and purchasing power. Prioritize them for increased revenue while looking for ways to improve income from other customer categories. 

• Track the customer journey from the first order to the latest, presenting opportunities for upselling and cross-selling products. This increases the chances of repeat purchases and helps maintain customer loyalty.

• Including more data fields like First Order Date and First Ordered Products with report customizations reveals the products that bring in customers. You can customize this report with other data fields to expand its capabilities. 

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Key Data Fields in the Shopify Customer Journey Report

The standard fields in this report are:

• Customer Name: Name of the customer as registered in Shopify
• Total Spent (Within Date Range): The amount spent by the customer within the specified date range.
• Total Spent (Lifetime): The total amount of money the customer has spent at the shop.
• Order Count: The number of orders placed by a customer
• 1x Buyers: Value of a new customer’s first order
• 2x Buyers: The combined value of the customer’s first and second orders
• 3x plus Buyers: The combined value of three or more orders placed by a customer
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A well-structured Customer Journey Report equips businesses with actionable insights to refine their acquisition and retention strategies. By leveraging key data points, Shopify merchants can identify high-value customers, optimize engagement efforts, and drive sustainable revenue growth.

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