How it works

This page explains how Keeply classifies your customers, what each metric means, and how product groups work.

Customer statuses

• New — Still early in their journey. Not enough history for an individual rhythm yet. The gap between first and second purchase often determines whether someone becomes loyal or disappears.
• Active — Buying within their normal rhythm. No action needed.
• At Risk — Rhythm has gone quiet. They haven't left yet — but the window is closing. The most actionable segment.
• Lost — Silent far beyond their personal rhythm. Recovery is unlikely but worth a long-shot attempt.

Thresholds are calibrated for typical e-commerce patterns and can be adjusted in Settings.

New customer engagement

• Warming up — Still within your store's typical return window. No action needed.
• Needs a nudge — Gone past your store's typical window. A well-timed message can make the difference.
• Slipping away — Silent for a while beyond the typical window. Worth a win-back attempt.

Key metrics

• ADBO — Average Days Between Orders. Each customer's rhythm measured individually — not as a store average.
• Revenue at Risk. What you stand to lose if an At Risk customer doesn't come back. The headline number is the total across all At Risk customers.
• Days overdue. How many days beyond their personal rhythm. The higher this number, the harder recovery tends to be.
• Store ADBO. The typical rhythm across your returning customers — used as a reference point for new customers.

Product Groups

An order belongs to a group if any of its line items carries a matching product tag. The General group includes all orders and cannot be deleted. Custom groups are useful when your store spans categories with very different purchase rhythms.