New customers, orders per customer, and other evaluations around your customer base.
You'll find customer reports under Reports > Customers. The most important evaluations:
- Order Total: customers sorted by total order value – your most valuable customers at a glance.
- Order Count: customers sorted by number of orders – useful for distinguishing repeat customers from one-time buyers.
- New: newly registered customers over a selectable time period.
- Customer by Orders Count/Total: more finely filterable variants of the two reports above, with an additional store view restriction.
Using the time window deliberately
Both "Order" reports also let you set a time window the orders must fall within (e.g. only the last 30 days) – so you can spot customers who haven't ordered in a while (candidates for a re-engagement campaign), or identify your most active buyers of the past few weeks for targeted VIP outreach.
Limits and what to add
Since native customer reports in Magento are fairly basic (no cohort analysis, no lifetime-value forecasting, no segmentation across several criteria at once), many stores combine them with an export starting at Reports > Customers > Order Total as a starting point for deeper analysis in an external BI tool or spreadsheet – or use a connected CRM/email marketing tool that offers this kind of analysis more comfortably out of the box.
Registered customers only, no guest orders
The reports under Reports > Customers only cover registered customer accounts – orders placed as a guest, without a customer account, aren't included, even if the same email address later creates an account. If you want to evaluate total revenue including guest orders, use the sales reports under Reports > Sales instead.
Restricting by store view
Customer reports can also be limited at the top via the Store View field to a single website or store view – handy if you only want to evaluate the customers of a specific country shop, for example, instead of all store views combined.
Exporting reports as a basis for campaigns
The Export button (CSV/Excel) on customer reports gives you a list of customer data and order count or total – combined with the time-window filter, that's e.g. a list of all customers with a high order value from the last 90 days. This list can serve as a starting point for a targeted email campaign in a connected newsletter tool, provided the relevant customers have opted in to newsletter communications.