What is an Active Customer?

What is an Active Customer?

An Active Customer is someone who has transacted with your business during a given period of time. Typically, these are customers that are either under a subscription plan, or who have made a purchase during the Average Purchase Timeline.

Our Customer Profiles and Customer Persona contain a lot of information on your customers, (both individually and on the aggregate), which we use to compute Active Customer. We use a proprietary algorithm to understand what the Average Purchase Timeline is for you customer base, and then identify Active Users as part of a Custom Audience.

Since the number of Active Users is a key part of other metrics such as ARPU, CLV we take extra care to ensure we are delivering the most accurate information.

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