Customers

Every customer record tracks:

• lifecycle timestamps (created, first order, last order, at-risk date, lapse date), 
• opt-in status for email and SMS, and;
• basic profile information (gender, date of birth, country, location).

✅ You can ask about

• Customer counts
• Acquisition and lapse trends
• At-risk analysis
• Contactability (email/SMS opt-in rates), 
• Repeat purchase and retention rates
• Cohort analysis
• Customer lifetime value
• ARPU (average revenue per user)

⚠️ Watch out for

• At-risk vs lapsed are distinct states: At-risk means a customer is flagged as disengaging but hasn't lapsed yet. Someone with both an at-risk date and a lapse date has progressed through to lapse. See also: Lifecycle stages in Ometria
• 12-month repeat rate is a specific cohort metric: of customers acquired in a given window, what percentage placed a second order within 52 weeks? Ometria's Deep Insights Agent uses a lookback that ensures every customer in the cohort has had a full year to repurchase.
• Lifecycle status exists as a field but isn't used for standard analysis. The timestamp-based lifecycle dates are more reliable and flexible.