Key Concepts

Dormant Customer

Customers that we've identified as no longer active based on their previous purchase behavior.

You'll see this graph on the Overview page:

The data in this graph shows how many customers (5,231) in the last 7 days have churned.

Active Customer

This number is always calculated with respect to a churn period and a date - it represents a customer who has made a purchase within <churn period> days of a particular date.

Repeat Customer

A customer who has made more than one purchase (can be with respect to a particular timeframe).

Average Time Between Purchases

This metric provides a glimpse at how often customers purchase your product. It's calculated by taking everyone who has more than three purchases and calculating the average time between each of their purchases.

When looking at this metric for a particular segment, the number reported is the average of the value for all customers in the segment.

Home Page

Clicking the top left Apteo logo will bring you to the Home Page.


In this page, you'll be able to:

  • View your data settings

  • Add and manage members to your team

  • Visualize your store's orders and customers over time


Main Product Features


This page will give you an overview of your store's performance, retention, segments, and campaigns. Click on "Overview" to learn more.


This page will give you insight on your dormant customers, at-risk customers, and repeat customers. Click on "Retention" to learn more.


This page will show you a list of automatically generated smart segments of your customer base using previous purchasing behaviors. You can also create your own custom segments from here. Click on "Segments" to learn more.


This page will show you all of your customers in one place, and allow you to filter for specific lists. You can also export this list to CSV and push them into your favorite marketing tools.


Re-engaged Customers

These are dormant and at-risk customers that we were able to drive a purchase from.

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