Store comparison benchmarks (Pro)
Updated September 15, 2026
The Store Comparison panel on the Insights tab puts the customer’s numbers next to your store averages, so you can tell whether they are a strong account or an ordinary one. It is a Pro feature.
What is compared
- Average order value – the customer’s average order against the average order value across the store.
- Lifetime value – the customer’s total spend against what an average customer spends.
- Orders per customer – how many orders this customer has placed against the store average.
- Spend rank – how many customers out-spend them, expressed as a position and a top percentage.
How the averages are worked out
The store figures are aggregated from the WooCommerce Analytics order statistics table over the same date range and order status as the report, so the customer and the store are always measured over an identical window. Change the report filters and the benchmarks change with them.
Average lifetime value is total store sales divided by the number of distinct customers with orders in that window. Only registered customers are counted towards the customer total, since guests have no customer ID to group by.
Spend rank
The rank counts how many customers spent more than this one over the window, then expresses it as a percentage. Top 4.2% means roughly four customers in every hundred spent more. The spend rank also feeds the Reward high-value loyalty recommended action, which triggers for customers in the top 15%.
Caching
Store-wide aggregates barely move between page loads, so they are cached for an hour. The cache is keyed on the date range and status rather than on the customer, which means every report opened in the same hour with the same filters reuses one set of figures rather than recalculating them.
This is worth knowing if you are testing: a benchmark you expect to have changed after placing a test order may take up to an hour to update.
When benchmarks do not appear
The panel needs the WooCommerce Analytics order statistics table. If your store does not have it, which normally means WooCommerce Analytics has never run, the comparison is skipped, and the customer health score falls back to scoring spend on an absolute scale instead of a relative one.