Refunds in the Smart Insight reports and calculations – Emarsys

RFM calculations

For more information, see The eRFM parameters tab.

Lifecycle calculations - These calculations do not take refunds into account. 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 take refunds into account. 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 Smart Insight Dashboard.

Metrics	Are refunds taken into account?
Conversion rate	Refunds are not taken into account in these metrics.
Re-purchase rate	Refunds are not taken into account in these metrics.
Retention rate	Refunds are not taken into account in these metrics.
Win-back rate	Refunds are not taken into account in these metrics.
High-performing email campaigns	Refunds are not taken into account in these metrics.

Predictive Revenue

Metrics	Are refunds taken into account?
Revenue from current purchases	Refunds are not taken into account in these metrics.
Predicted future revenue increase	Refunds are taken into account in these metrics.
Average lifetime spend	Refunds are taken into account in these metrics.
Average historical spend	Refunds are taken into account in these metrics.
Predicted average future spend	Refunds are taken into account in these metrics.

Purchase Patterns

Metrics	Are refunds taken into account?
Average spend	Refunds are not taken into account in these metrics.
Mostly bought	Refunds are not taken into account in these metrics.

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	Are refunds taken into account?
Conversion rate history	Refunds are not taken into account in this chart.
Revenue history	Refunds are not taken into account in this chart.
High-performing email campaigns	Refunds are not taken into account in this chart.

Customer Lifecycle Report

For more information, see the Customer Lifecycle Report.

Chart	Measure	Are refunds taken into account?
Customers by lifecycle stage	Number of contacts	Please see section RFM calculations.
Customers by lifecycle stage	Average spent	Refunds are taken into account in this chart.
Customers by lifecycle stage	Total spent	Refunds are taken into account in this chart.
Customers by buyer status	Number of contacts	Refunds are taken into account in this chart.
Customers by buyer status	Average spent	Refunds are taken into account in this chart.
Customers by buyer status	Total spent	Refunds are taken into account in this chart.

Lead Lifecycle Report

Refunds data are not available on the Lead Lifecycle Report.

Average Order Report

For more information, see Average Order Report.

Chart	Are refunds taken into account?
Average order value over time by lifecycle stage	Refunds are taken into account in this chart.
Mostly bought over time by lifecycle stage	Refunds are taken into account in this chart.

RFM Advisor

For more information, see RFM Advisor.

Chart	Are refunds taken into account?
Distribution of purchases by time passed until the next purchase	Refunds are not taken into account in this chart.
Distribution of customers by total amount spent	Refunds are taken into account in this chart.

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	Are refunds included?
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	Are refunds taken into account?
Best-selling products	Refunds are taken into account in this graph.
Best-selling product categories	Refunds are taken into account in this graph.

Impact

Retention Revenue Impact Report

For more information, see Retention Revenue Impact Report.

Chart	Are refunds taken into account?
Proportion of revenue generated by first-time purchases against repeat purchases	Refunds are taken into account in this chart.
Total revenue generated by first-time purchases and repeat purchases	Refunds are taken into account in this chart.

Channel Revenue Impact Report

For more information, see Channel Revenue Impact Report.

Chart	Are refunds taken into account?
Proportion of channels	Refunds are taken into account in this chart.
Total revenue split by channel	Refunds are taken into account in this chart.

Smart Insight Data Quality

The reports on the Smart Insight Data Quality page takes refunds into account.

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.

The Smart Insight Screens