What the headline report figures mean
Updated September 15, 2026
Every customer report opens with nine summary figures above the tabs. They are calculated across all of the orders that match the report’s date range and status filter.
Order totals
- Total Orders – how many orders matched the filters.
- Total Spent – the sum of those order totals, including tax and shipping. This is gross spend, so refunds are not deducted here.
- Total Items – the number of individual items across those orders, counting quantities.
Order range
- Last Order – shown as Today, Yesterday, or a number of days ago.
- Largest Order – the highest single order total in the report.
- Smallest Order – the lowest single order total, ignoring zero-value orders so a free or fully discounted order does not make this read as nothing.
Averages
- Average Order Value – total spent divided by total orders.
- Average Time Between Orders – the mean gap in days between consecutive orders. This needs at least two orders, so a one-order customer shows zero.
- Average Items Per Order – total items divided by total orders, to two decimal places.
Profile details
Above the figures is a profile panel with the customer’s avatar, name, email address, phone number, registration date, and their billing and shipping addresses.
For a registered customer, the addresses come from their account profile. For a guest, there is no account to read from, so the addresses and phone number are taken from their most recent order and the panel shows a Guest badge instead of a username.
A refund lowers the net revenue figure on the Insights tab but does not reduce Total Spent here, which is worth remembering when comparing these numbers against an accounting report.