View the formulas behind our calculations here.

Active: Customers who actively purchase on your site and are well within the Lapse Point. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. You can find more information about your store’s Lapse Point on the Customers > Future Value page.

At Risk: Customers who are within 20% of the Lapse Point and are at risk of never buying from your store again. For example, if your lapse point is 100 days, everyone at 80+ days since their last purchase would be At Risk. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. You can find more information about your store’s Lapse Point on the Customers > Future Value page.

Lost: Customers who have surpassed the Lapse Point since they last bought from your store. For example, if your Lapse Point is 100 days, everyone who hasn’t purchased in 100+ days would be considered Lost. Lapse Point is the point (in number of days) at which a customer is likely never to purchase again. You can find more information about your store’s Lapse Point on the Customers > Future Value page.

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