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 also query the custom fields you hold on customers, for example loyalty tier, brand preference, or preferred store. You can select which custom fields are available in the Ometria platform. See Configuring custom fields and events.

✅ You can ask about

• Customer counts
• Acquisition and lapse trends
• At-risk analysis
• Contactability (email/SMS opt-in rates), 
• Customer-level SMS engagement, including which contacts unsubscribed and SMS opt-out breakdowns, not just aggregate opt-in rates.
• Capture source for new contacts, including sign-ups captured through on-site overlays, so you can see where opt-ins came from.
• Repeat purchase and retention rates
• Cohort analysis
• Customer lifetime value
• ARPU (average revenue per user)
• Breakdowns and filters by your custom fields, for example revenue by loyalty tier or repeat rate by brand preference

⚠️ 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. See also: Campaigns for performance broken down by lifecycle stage at the time of send.
• Only the custom fields you've made available are visible. If one you expect is missing, check your selection in Ometria. Some fields are excluded automatically. See Configuring custom fields and events.
• Opt-in and opt-out counts reflect dated events: the Deep Insights Agent counts opt-in and opt-out events by date, so a contact who opts in and later opts out in the same period is counted in both. These figures reconcile with the opt-in and opt-out counts in the Ometria platform.