> For the complete documentation index, see [llms.txt](https://docs.rafflex.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.rafflex.io/downloads-and-reports/downloads/customer-value-report.md). # Customer Value Report See how much each customer has spent on your site, how many orders and tickets they have bought, their site credit balance and full contact details. Useful for finding your highest value buyers. *** The Customer Value report gives you a full picture of each customer's spending on your site. It shows their total spend (split into money paid by card and [site credit](/additional-settings/site-credit-and-wallets.md) used), how many orders they have placed, their average and highest order, how many tickets they hold, and their current wallet balance, alongside their contact and address details. Your highest spenders appear at the top of the file, so it is a quick way to see who your most valuable customers are. *** ### When to Use It * **Find your VIPs.** Spot your biggest spenders so you can thank them, invite them to a [hidden VIP competition](/create-your-first-raffle/hidden-vip-competitions.md) or send them a special offer. * **Check a promotion.** Set a date range around a campaign to see who spent the most during it. * **Tidy your records.** Get an up to date list of every paying customer with their address and phone number. * **Reconcile site credit.** Compare card spend with credit spend and current wallet balances. *** ### How to Generate the Customer Value Report 1. Log in to your admin panel. 2. Click **Analytics** in the left-hand menu. 3. At the top of the Analytics page, click **Download Reports**. This opens the Downloads page. 4. Click **Generate Report**. 5. Choose **Customer Value** from the list. 6. In **Date Range**, keep **All Time** (the default) to cover your whole site history, or pick a shorter period. See [Filters](#filters) below. 7. If you only want bigger spenders, type an amount into **Minimum Spend (£)**. Leave it at **0** to include everyone. 8. Click **Submit**. You will see a **Download Started** message. The report is built in the background and you will receive an email when it is ready. You can also stay on the Downloads page and watch the **Status** column. When it shows complete, click **Download** on that row to save the CSV file. In your downloads list and in the email, this report is called **Customer Value Report**. {% hint style="info" %} **Cannot see Download Reports?** If you do not see the Download Reports button on Analytics, contact Rafflex support. If you are a staff member and cannot see **Analytics** at all, your account may have the **Restrict Financials** restriction. See [Staff Accounts and Access](/managing-your-site/customers/staff-accounts-and-access.md). {% endhint %} *** ### Filters #### Date Range The date range decides which **orders** are counted. * **All Time** (the default) counts every completed order since your site started. This is the best choice for a true lifetime value. * **Last 1 Day**, **Last 3 Days**, **Last 5 Days**, **Last 7 Days**, **Last 14 Days**, **Last 30 Days** or **Last 60 Days** count only orders placed in that period. * **Custom** lets you pick a **From Date** and **To Date**. A custom range can cover up to 3 months. When you choose anything other than All Time, two things change: * Only customers who completed at least one order in that period are included. * **Total Orders** and all the spend columns only count orders from that period. #### Minimum Spend (£) Only customers whose **Lifetime Spend** (card spend plus credit spend, for the date range you chose) is at least this amount are included. For example, enter **100** to see only customers who have spent £100 or more. The default is **0**, which includes every paying customer. {% hint style="success" %} **Tip:** For a VIP list, choose **All Time** and set a minimum spend that suits your site, such as **250** or **500**. You will get a short list of your most loyal customers, biggest spenders first. {% endhint %} *** ### What's Included Each row is one customer who has at least one completed order. Customers who registered but never completed an order are not included. Rows are sorted by **Lifetime Spend**, highest first. | Column | What it shows | | ----------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **Customer ID** | The customer's account number on your site. | | **Name** and **Last Name** | The first and last name on the account. | | **Display Name** | The public name the customer chose in their account. | | **Email** | The email address they log in with. | | **Phone** | The phone number on their account. | | **Account Created** | The date and time the account was created. | | **Profile First Name**, **Profile Last Name**, **Profile Email**, **Profile Phone** | The contact details saved on the customer's profile, usually filled in from their checkout details. These can differ from the account name, login email and phone. | | **Street**, **Town**, **County**, **Country**, **Postcode** | The address saved on their profile. | | **Total Orders** | How many completed orders they placed in the date range. | | **Lifetime Spend (£)** | Card Spend plus Credit Spend. | | **Card Spend (£)** | Money paid through your payment gateway on completed orders. | | **Credit Spend (£)** | Site credit from their wallet used on completed orders. | | **Average Order Value (£)** | The average value of their completed orders. | | **Highest Order (£)** | Their single biggest completed order. | | **Total Tickets Purchased** | How many tickets are on their account. | | **Wallet Balance (£)** | The site credit they have left to spend right now. | {% hint style="info" %} **Card Spend** is the amount a customer paid through the card payment gateway (this includes PayPal and the card portion of a partial payment). **Credit Spend** is the amount they paid using [site credit](/additional-settings/site-credit-and-wallets.md) from their wallet. Add the two together and you get their **Lifetime Spend**. All spend figures count completed orders only, so failed, abandoned and cancelled orders are left out. {% endhint %} #### Things worth knowing * **Total Tickets Purchased always covers the whole life of your site.** It counts every ticket on the customer's account, even if you chose a shorter date range for the spend columns. * **Wallet Balance is today's balance.** It does not change with the date range. * **Average Order Value and Highest Order may not match Lifetime Spend divided by Total Orders exactly.** These two figures are based on each order's total. When an order was paid partly with site credit and partly by card, only the card part is in the order total, so the average can come out a little lower. Free orders also count towards the average. *** ### Using the Report Responsibly {% hint style="warning" %} **This report does not show who agreed to receive marketing.** It lists every paying customer, including people who never ticked the marketing box or who have since unsubscribed. Only send marketing to customers who opted in. See [Marketing Consent and Unsubscribes](/marketing/sms-and-email/marketing-consent-and-unsubscribes.md) for how consent works on your site. {% endhint %} {% hint style="info" %} **Keep an eye on very high spend.** Your top spenders are valuable, but unusually high spending can also be a sign that someone needs support. It is good practice to review the top of this list from time to time alongside your [Safe Play settings](/additional-settings/safe-play-setting.md) and [player protections](/standards/player-protections.md). {% endhint %} The file contains personal details such as names, addresses and phone numbers. Store it securely and delete copies you no longer need. *** ### Related Reports {% content-ref url="/pages/88xRsNIX5DIr3My4RxYg" %} [Inactive Customers Report](/downloads-and-reports/downloads/inactive-customers-report.md) {% endcontent-ref %} {% content-ref url="/pages/3hlA7F1iCs8A0qaUewU8" %} [Users Export](/downloads-and-reports/downloads/users-export.md) {% endcontent-ref %}