You can check which Smart Insight reports and calculations include refunds on this page.
RFM calculations
For more information, see The eRFM parameters tab.
- Lifecycle calculations - These calculations do not include refunds. For example, a contact who made 2 purchases will remain an Active customer even if both transactions are refunded.
If you have turned on the Refunds affect lifecycle calculation switch on the Smart Insight Settings page, then purchases that have been fully refunded will be removed from your reports. This can affect the lifecycle status of your contacts. For example, if a customer is a First-time buyer and they receive a full refund, their lifecycle status will revert back to Lead.
- Buyer status calculations (including the Total lifetime spend filter) - These calculations include refunds. For example, a contact who made 2 purchases and refunded these transactions will become a Low spender whose Total lifetime spend value is 0.
Customer Lifecycle
The Smart Insight Dashboard
For more information, see The Customer Lifecycle Dashboard.
| Metrics | Do these metrics include refunds? |
|---|---|
| Conversion rate | These metrics do not include refunds. |
| Re-purchase rate | These metrics do not include refunds. |
| Retention rate | These metrics do not include refunds. |
| Win-back rate | These metrics do not include refunds. |
| High-performing email campaigns | These metrics do not include refunds. |
Predictive Revenue
| Metrics | Do these metrics include refunds? |
|---|---|
| Revenue from current purchases | These metrics do not include refunds. |
| Predicted future revenue increase | These metrics include refunds. |
| Average lifetime spend | These metrics include refunds. |
| Average historical spend | These metrics include refunds. |
| Predicted average future spend | These metrics include refunds. |
Purchase Patterns
| Metrics | Do these metrics include refunds? |
|---|---|
| Average spend | These metrics do not include refunds. |
| Mostly bought | These metrics do not include refunds. |
Detailed reporting drill-downs
To open the detailed reporting page of a specific lifecycle stage, click the Conversion rate or High-performing campaigns metrics.
| Chart |
Does this chart include refunds? |
|---|---|
| Conversion rate history | This chart does not include refunds. |
| Revenue history | This chart does not include refunds. |
| High-performing email campaigns | This chart does not include refunds. |
Customer Lifecycle Report
For more information, see the Customer Lifecycle Report.
| Chart |
Measure | Does this chart include refunds? |
|---|---|---|
| Customers by lifecycle stage | Number of contacts | Please see section RFM calculations. |
| Customers by lifecycle stage |
Average spent | This chart includes refunds. |
| Customers by lifecycle stage |
Total spent | This chart includes refunds. |
| Customers by buyer status | Number of contacts | This chart includes refunds. |
| Customers by buyer status | Average spent | This chart includes refunds. |
| Customers by buyer status | Total spent | This chart includes refunds. |
Lead Lifecycle Report
Refunds data are not available on the Lead Lifecycle Report.
Average Order Report
For more information, see Average Order Report.
| Chart |
Does this chart include refunds? |
|---|---|
| Average order value over time by lifecycle stage | This chart includes refunds. |
| Mostly bought over time by lifecycle stage | This chart includes refunds. |
RFM Advisor
For more information, see RFM Advisor.
| Chart |
Does this chart include refunds? |
|---|---|
| Distribution of purchases by time passed until the next purchase | This chart does not include refunds. |
| Distribution of customers by total amount spent | This chart includes refunds. |
Product Affinity
Predictive Affinity Report
Refunds data are not available on the Predictive Affinity Report.
Past Purchases Report
For more information, see Past Purchases Report.
| Chart |
Does this chart include refunds? |
|---|---|
| Top 30 product categories | If a customer made a purchase and returned the purchased item, this chart will still count it as a purchase. |
| Top 30 products | If a customer made a purchase and returned the purchased item, this chart will still count it as a purchase. |
Top Products Report
For more information, see Top Products Report.
| Graph | Does this graph include refunds? |
|---|---|
| Best-selling products | This graph includes refunds. |
| Best-selling product categories | This graph includes refunds. |
Impact
Retention Revenue Impact Report
For more information, see Retention Revenue Impact Report.
| Chart |
Does this chart include refunds? |
|---|---|
| Proportion of revenue generated by first-time purchases against repeat purchases | This chart does not include refunds. |
| Total revenue generated by first-time purchases and repeat purchases | This chart does not include refunds. |
Channel Revenue Impact Report
For more information, see Channel Revenue Impact Report.
| Chart |
Does this chart include refunds? |
|---|---|
| Proportion of channels | This chart does include refunds. |
| Total revenue split by channel | This chart does include refunds. |
Smart Insight Data Quality
The reports on the Smart Insight Data Quality page include refunds.
Smart Insight Attributes
If you use the Orders made X day(s) ago filter, then refunds will be filtered out from the results.
For more information, see Smart Insight Attributes.