The Customer Stats Dashboard
Connect your Stripe, HighLevel, PayPal, and Teachable data and the Customers page gives you a single view of your whole customer base: how many you have, who's new, what they're worth, how well leads convert, and which customers and products drive the most business. You'll find it in the top menu under Customer -> Stats.
What you'll see
The page loads with a "Loading dashboard..." message, then fills in top to bottom. Everything is scoped to the organization selected in the top-right org picker.
The five summary cards
Across the top are five at-a-glance numbers. Some of these respond to the date range, and some are always all-time (look for the "All Time" label).
| Card | What it tells you | Responds to date range? |
|---|---|---|
| Total Customers | Every person who has ever counted as a customer for this organization. Marked "All Time". | No |
| New Customers | How many people first became customers during the selected range. Shows the change versus the prior comparable period. | Yes |
| Avg Spend | The average lifetime spend of the customers who first became customers during the range. This is their total spend to date, not just what they spent in the window. | Yes |
| Lead Conversion | Of all the contacts created during the range, the share who have since become customers. The change is shown in percentage points (e.g. "2.1pp"). | Yes |
| Repeat Purchase | Of the customers who first became customers during the range, the share who have bought more than once. The change is shown in percentage points. | Yes |
The four date-responsive cards (New Customers, Avg Spend, Lead Conversion, Repeat Purchase) can show a small colored change pill (green with an up arrow when the figure rose, red with a down arrow when it fell) plus a "Prior: ..." line so you can see the previous period's figure. When there's nothing meaningful to compare against, you'll see a grey "— no prior" pill instead. That's expected on the "All Time" range and on any range whose prior window had no activity. The Total Customers card has no change pill at all, just its value and the "All Time" label.
New vs Returning Customers chart
A full-width stacked bar chart showing buying activity over time, one bar per period. Each bar splits into two parts:
- First-Time Buyers (darker purple): people making their very first purchase in that period.
- Repeat Buyers (lighter mauve): people who bought in that period but had bought from you before.
The bars are grouped by day, week, or month automatically depending on how wide a range you've picked (the default 12-month view shows monthly bars). It tells you, period by period, how much of your sales came from brand-new customers versus returning ones. If there's no activity to show, you'll see a "No data yet" box instead.
Top Customers / By Product table
A card on the lower left with two tabs you can switch between.
Top Customers (the default) lists your highest-value customers. It's always all-time (marked "All-Time"), so the date range doesn't affect it.
| Column | Meaning |
|---|---|
| Customer | The person's name (or "Unknown" if blank), with their email beneath. |
| Products | How many distinct products they've paid for. |
| LTV | Their lifetime value, the total net revenue from that customer. |
| Since | The month and year they first became a customer ("—" if unknown). |
This list shows your top 8 customers, sorted by lifetime value. Click any row to open that person's full Customer Details page. There's also a "View all in Customer Details →" link at the bottom to see your complete customer list.
By Product shows which products are reaching the most customers in the selected date range. This tab does respond to the date range.
| Column | Meaning |
|---|---|
| Product | The product name (or "Unknown" if blank). |
| Customers | How many distinct customers made a paid purchase of it in the range. |
| % | That count as a share of everyone who purchased anything in the range. |
This list shows the top 10 products by customer count. Rows here aren't clickable. Note the percentages can add up to well over 100% because one customer who buys several products is counted under each, as the footer note explains.
LTV Summary
A card on the lower right (it appears whenever there's lifetime-value data). It's always all-time (marked "All-Time"). It gives you the shape of your customer value:
| Stat | Meaning |
|---|---|
| Total Customers | How many customers have positive net revenue. |
| Customer Lifetime Value | The average (mean) net revenue per customer. |
| Median LTV | The middle value, half your customers are above it, half below. |
| Top 10% Threshold | The spend level you have to clear to be in your top 10% of customers. |
Below those is a Distribution section: a horizontal bar for each spend bucket ($0-$50, $51-$200, $201-$500, $501-$1k, $1k-$2.5k, $2.5k+) showing what share of your customers fall into it. A bucket only appears if at least one customer lands in it.
How to use it
- Change the time window: Use the pill buttons next to the "Customers" heading. You can choose Last 7 Days, Last 30 Days, Last 3 Months, Last 6 Months, Last 12 Months, Year to Date, or All Time. The page opens on Last 12 Months. Remember the cards and tables marked "All Time" won't change when you switch this.
- Switch which organization you're viewing: Use the org picker in the top-right of the header. Everything on the page updates to that organization, and your choice is remembered next time.
- Flip the table view: Use the "Top Customers" and "By Product" tabs inside the lower-left card to swap between your best customers and your best-selling products.
- Drill into a customer: Click any row in the Top Customers list to jump straight to that person's Customer Details page, where you can see their full history.
- See everyone: Click "View all in Customer Details →" under the Top Customers list to open the full customer list instead of just the top 8.
Good to know
- Dates are based on when things actually happened, not when Data Curator imported them. Sales are counted on their real transaction date, new customers on the date they first became a customer, and lead conversion on the date the contact was created.
- Everything is in your organization's timezone (UTC if you haven't set one), so the day, week, and month buckets line up with your local calendar.
- What counts as a customer: a contact marked as a customer. Merged-away duplicate contacts are excluded everywhere, so you won't double-count the same person.
- What counts as a sale: only paid transactions that are linked to a known contact feed the chart and the product/customer counts. Unpaid or unlinked transactions are left out.
- New vs returning is decided per person and per period: someone is a "first-time buyer" in the period of their very first purchase, then a "repeat buyer" in any later period they buy again. The same person can be first-time in one month and repeat in the next.
- Lifetime value and spend are net figures, meaning refunds are already netted out. Customers with zero or negative net revenue are left out of Avg Spend, the Top Customers list, and the LTV Summary.
- The "prior period" comparison uses the matching window right before your selected range (for example, Last 30 Days compares to the 30 days before that). "All Time" has no prior window, which is why it shows "— no prior".
A few things that commonly trip people up:
- Three things never change with the date range: the Total Customers card, the Top Customers table, and the entire LTV Summary are all all-time (the table and summary are labeled "All-Time"). Only New Customers, Avg Spend, Lead Conversion, Repeat Purchase, the chart, and the By Product table respond to the selector.
- Avg Spend is lifetime spend, not in-window spend. It averages the total to-date spend of the customers who joined during the window, so a narrow recent range can look small or large based on how new those customers are, not on how much they spent in that window.
- Two kinds of change figures. New Customers and Avg Spend show their change as a percent (e.g. an up arrow with "12%"). Lead Conversion and Repeat Purchase, which are themselves percentages, show their change in percentage points (e.g. an up arrow with "2.1pp"), so don't read "pp" as "%".
- The lists are capped. Top Customers shows 8 and By Product shows 10, with no paging. Use the "View all in Customer Details →" link for the full customer list.
- Display fallbacks aren't errors. A name or product can read "Unknown" when it's blank, and a date can read "—" when it's missing, these are just placeholders.
Need a hand?
Click the Ask Data Curator button inside Data Curator for instant answers, or reach our support team at support@datacurator.co and we'll get you running.