Profile analytics
Measure your profiles: how many you have, how they grow and engage, and the customers behind your orders.
Profile analytics covers your profiles: how many you have, where they come from, how they grow, how recently they engaged, and the customers behind your orders.
In the report builder, these metrics are under Profiles and Sales. How to read these tables, and how breakdowns and filters work, is in How metrics work. Every metric can also be broken down by Date.
Start with the defaults
- 5 default profile reports: Total profiles, Profiles by segment, Profile movements, Profiles by creation source, and Avg. days since last engagement. See Reports.
- Each profile's Analytics tab shows that profile's own posts and post performance: see Profiles
What profile analytics needs
The profile metrics need nothing set up. The customer metrics need order data, and Customer lifetime value needs orders synced from a connected store: see Report requirements.
Profiles
All profiles in your workspace, whether they've contributed UGC, joined your loyalty program, written a review, or placed an order.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Total profiles | Total number of profiles in the workspace | Count | Running total | |
| Profile movements | Net change in number of profiles (created or removed) | Count | In the period | |
| Percentage of profiles | Share of total profiles that match selected dimension values | Percentage | Calculated | |
| Avg. days since last engagement | Average number of days since profiles last engaged with the brand. Counts these actions: contributed UGC, placed order, received reward, earned points, spent points, completed activity. | Days | At the end of the period |
Breakdowns and filters for profiles
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | An individual who has interacted with your brand | Your own items | All |
| Segment | Segment a profile belongs to (e.g. ambassador, customer) | Your own items | All |
| Profile label | Label assigned to a profile by the brand team | Your own items | All |
| Profile market | The profile's primary market. Static-ish (rarely changes). Distinct from market, which is the storefront market the visitor was browsing during a frontend event. | Your own items | All |
| Social handles known | Social media platforms where a handle is known for this profile (Instagram, TikTok, X, etc.) | Instagram, TikTok, X | All except Profile movements, Avg. days since last engagement |
| Profile properties known | Custom profile properties that have a value for this profile (brand-defined properties such as height, weight, preferred size) | Your own items | All except Profile movements, Avg. days since last engagement |
| Engagement types | Lifetime engagement actions the profile has performed at least once. A profile can have multiple values. | Contributed UGC, Placed order, Received reward, Earned points, Spent points, Completed activity | All except Profile movements, Percentage of profiles |
| Profile movement type | Type of profile movement (Created, Removed) | Created, Removed | Profile movements |
| Profile creation source | How the profile was created; set at creation and retained on the profile | Loyalty program signup, UGC upload, Instagram approval, Manual, Order sync | All except Avg. days since last engagement |
Customers and orders
The customers behind your orders, how often they buy, and what they're worth over time.
| Metric | What it measures | Unit | Counts | Needs |
|---|---|---|---|---|
| Customers | Number of unique customers who placed an order | Count | In the period | Order data |
| Customers (lifetime) | Number of unique customers who have ever placed an order (cumulative through the end of the selected period) | Count | Running total | Order data |
| Lifetime order frequency | Order pace per customer over their full history, annualized as orders per year | Count | Per customer | Order data |
| Trailing 12-month order frequency | Average number of orders per customer in the last 365 days | Count | Per customer | Order data |
| Customer lifetime value | Average total net revenue per customer across their full history | Currency | Per customer | Synced orders |
These metrics show each customer's profile as it is today. For example, Customer lifetime value by Segment uses each customer's current segments.
Profile breakdowns for customers
| Breakdown | What it shows | Values | Available for |
|---|---|---|---|
| Profile | The customer who placed the order | Your own items | All |
| Segment | Segments the customer belongs to | Your own items | All |
| Profile label | Profile labels of the customer | Your own items | All |
| Profile market | The market of the customer's profile | Your own items | All |
All sales metrics and their breakdowns are in Sales analytics.
Who a profile breakdown describes
Profile, Segment, Profile label, and Profile market work on most metrics, but they describe a different person depending on the metric:
| Metrics | The profile is |
|---|---|
| Posts and post performance | The creator of the post |
| Instagram UGC | The author of the Instagram post |
| Upload forms | The uploader |
| Widgets, and widget metrics for activities and the points shop | The visitor, when Cevoid knows who they are, such as a logged-in member |
| Loyalty program | The member |
| Profiles | The profile |
| Sales | The customer. On orders linked to content, the creator of the touched post |
On loyalty program metrics, profile breakdowns show the profile as it was at the time of each event. On sales metrics, they show the profile as it is today. On other metrics, they show the profile at the time of each event when the report has a Date breakdown, and as it is today otherwise.