The Insights tab
Updated September 15, 2026
The Insights tab is the first tab on every customer report and gives you a read on the customer without opening any of the detail tabs. It covers where their money actually went, how much of it came with a discount attached, and whether anything about the account needs attention.
Revenue breakdown
Six figures showing what the customer’s orders were made up of:
- Gross sales – the sum of order totals, matching Total Spent at the top of the report.
- Net retained revenue – gross sales minus everything refunded. This never goes below zero.
- Discounts given – the total discount applied across the orders, including discount tax.
- Refunded amount – the value of refunds recorded against those orders.
- Shipping charged – shipping totals including shipping tax.
- Tax collected – total tax on the orders.
Discount behaviour
How reliant the customer is on coupons: how many of their orders had a coupon applied and what share of the total that is, the total discount given, and the average discount per order. A high share here is a signal that this customer may be waiting for a deal rather than buying at full price.
First vs latest order
The customer’s first and most recent order side by side, each linked to the order screen, with the difference between the two totals underneath. A positive figure means their order value has grown; a negative one means it has shrunk.
Both are chosen by order date rather than by order ID, so a backdated order is placed correctly rather than being treated as the newest.
Refund and status risk
How many of the customer’s orders were refunded and what percentage that represents, the refunded amount, and how many orders were cancelled or failed. An order counts as refunded if it has a refund recorded against it or its status is refunded.
Purchase timeline
A bar chart of the last 12 months of spend, with a table beneath it breaking each month down into orders, gross revenue, discounts and refunds. Months are bucketed by the order date, and only months that contain orders appear.
Pro panels
Three further panels appear on this tab with the Pro version: Customer Health & RFM, Store Comparison and Recommended Actions. In the free version their headings are visible with an upgrade prompt in place of the content.