# Profile analytics

> Measure your profiles: how many you have, how they grow and engage, and the customers behind your orders.

Breadcrumb: Analytics › Profile analytics · Updated: 2026-10-17
Docs index: https://docs.cevoid.com/llms.txt

Profile analytics covers your [profiles](https://docs.cevoid.com/profiles.md): 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](https://docs.cevoid.com/analytics/metrics.md#how-to-read-the-metric-tables). 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](https://docs.cevoid.com/analytics/reporting/reports.md#default-reports).
- **Each profile's Analytics tab** shows that profile's own posts and post performance: see [Profiles](https://docs.cevoid.com/profiles.md)

## 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](https://docs.cevoid.com/analytics/setup/report-requirements.md).

## 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](https://docs.cevoid.com/analytics/metrics/sales-analytics.md).

## 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.

## Related articles

- [How metrics work](https://docs.cevoid.com/analytics/metrics.md)
- [Profiles](https://docs.cevoid.com/profiles.md)
- [Segments](https://docs.cevoid.com/profiles/segments.md)
- [Sales analytics](https://docs.cevoid.com/analytics/metrics/sales-analytics.md)

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Canonical: https://docs.cevoid.com/analytics/metrics/profile-analytics