You can check whether or not Smart Insight reports and calculations take refunds into account on this page.
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 not taken into account in this chart. |
| Total revenue generated by first-time purchases and repeat purchases | Refunds are not 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.
