"Customers" report

The Customers report helps you analyze the value of your customers and their orders (transactions). You can access this report from the Yandex Metrica interface after you upload customer and order information from your CRM.

With this report, you can match your web analytics data with actual customers:

• Evaluate order (transaction) results.
• Create audience segments.
• Optimize advertising based on actual order data.
• Identify your most valuable customers, such as those who've stopped making purchases or customers with a high average order value, so you can tailor your approach to each group.

The Customers report makes your analytics and marketing more efficient. This report goes beyond conversion numbers and helps you understand individual customers: how much revenue they've generated, their last activity, and what exactly they've purchased.

Use this report to build an effective marketing strategy based on data imported from your CRM:

• Segment your audience by value and behavior.
• Improve communication with different customer groups.
• Boost repeat sales through a personalized approach.

Customer table data

After importing customer and order data from your CRM, Yandex Metrica shows a list of all customers whose data was imported. The table contains key data for each customer:

• ID: Unique customer ID from your CRM. For example, the internal customer number or an automatically assigned ID (if you didn't specify it during data import).

• Name / Comment: Customer's name and any associated comments imported from your CRM.

• Days since first order / Days since last order: Number of days that have passed since the customer's first and last imported order.

• Total expense: Total amount of money spent by the customer. This metric is calculated based on the order status PAID (Order paid).

• Total orders: Number of orders (transactions) made by the customer over time (based on data imported from your CRM).

• Average order value: The average amount spent per order by a specific customer. This metric is calculated as the ratio of the total amount spent to the number of orders. The average order value helps you estimate the typical purchase amount for a customer.

• Updated: The date when the information about the customer or their orders was last updated in Yandex Metrica. Usually, this is the date of the customer's most recent order received from your CRM. You can use it to check when the customer made their last purchase or when their data was last imported.

Customer profile (detailed view)

Click a client's row in the list to open their detailed сustomer profile. The profile contains expanded information, including their order history and imported IDs:

• Orders: This section lists all transactions or orders associated with the selected customer, along with the key parameters for each order:

  • Order ID: Unique ID of the order (transaction) from your CRM. If you don't specify this value during data import, Yandex Metrica will generate it automatically.

  • Revenue: The amount of revenue for this order (for example, the amount paid by the customer for the order).

  • Production cost: The cost of an order for your company (the cost of the product or service, as submitted from your CRM). Use this data to calculate the profitability of each order (subtract the production cost from the revenue). When goals are achieved (for example, Order paid), the Revenue − Production cost will be recorded in your goal revenue.

  • Order status: The current status of the transaction, as imported from your CRM (such as Created, Paid, Canceled, and so on). These statuses help distinguish between completed sales and unfulfilled requests. They also affect how goals are achieved in Yandex Metrica (for example, an order with the status Paid records the goal CRM: Order paid) and can be used to segment customers by funnel stage.

  • Created: The date when the order was placed.

  All orders are sorted by date, so the customer's profile shows the history of their purchasing activity.

• ID: The profile also shows IDs imported from your CRM to match online data with the offline customer:

  • Email: Customer's email address (if provided).

  • Phone number: Customer's phone number (if provided).

  • Yandex Metrica ClientID: ID of a site visitor from Yandex Metrica cookies (if you saved it in your CRM and sent it with the order). The ClientID helps match the imported orders with site sessions more accurately.

  Yandex Metrica uses this data to match offline orders to specific site sessions. If the match is successful, purchase data will appear in the Customers report and affect goals and conversions in other reports.

  If the order can't be matched with a session (for example, the customer didn't visit the site or the ID data didn't match), the order will still appear in the Customers report but won't be included in the standard Yandex Metrica reports.

  All imported Email, Phone number, and ClientID values appear in the customer profile in a masked form, so you can verify the data accuracy and match customers with actual site users.

Customer segments

Segments are filters that you can use to group customers based on specific criteria. This is a very powerful feature of the Customers report.

You can create your own customer segments based on any conditions. In the segment editor of the Customers report, you'll find filters based on your CRM data. For example, you can filter for Customers with... a specific number of orders, a certain status of the last order, a particular product category in their orders, and so on.

You can also combine conditions (including data about user behavior on your site) to shape the audience you need. For example, you can create a segment of customers who have made ≥ 3 purchases in the past year and have never bought products from category X and create a special offer for them.

After you've set up your segment conditions, make sure to save it. Saved segments can be used in advertising campaigns. In Yandex Metrica, they appear under Segments in the Customers report.

1. Click the Save segment button where you specify a segment name. The segment will automatically appear in Yandex Direct.

2. In the Yandex Direct audience library, select the retargeting condition Yandex Metrica segment.

3. Select your saved segment from the list.

After this, you can use the audience segment in advertising campaign settings to show ads to these customers or to exclude them (for example, if you don't want those who have made a purchase to see your ads).

This means the data from the Customers report directly integrates with your advertising tools, so you can launch campaigns targeting loyal customers (to encourage repeat sales) or re-engage inactive customers with special offers.

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