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Brand Analytics: Lifecycle

The Lifecycle tab helps you understand how you're acquiring and retaining customers over time. View customer retention metrics across date segments (up to one year) and filter by retail partner to see store-specific performance.

Updated over a week ago

Prerequisites

Before getting started, ensure you have:

Required Permissions

Brand Analytics are accessible for users with the following permissions:

  • Analyst

  • Marketing

  • Marketing + Analyst

  • Operator

  • Owner

Other Requirements

  • Brand Analytics Starter subscription or above

How to Access the Lifecycle Report

  1. Navigate to Analytics > Brand Analytics.

  2. Select the Lifecycle tab.

  3. Choose your desired date range (up to one year).

  4. (Optional) Filter by Companies & Locations to analyze store-specific performance.

Leaky Bucket (Customer Retention Overview)

This section visualizes customer retention trends using a stacked bar chart and summary table.
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Customer Types

  • New – First-time buyers

  • Repeat – Customers with multiple purchases

  • Gone – Customers who have churned

Each bar represents a single day within your selected date range. Hover over a bar to see the number of customers in each category for that day.

Adjusting the Time Period

Use the toggle in the top right to adjust the time range:

  • Last 7 days

  • Custom date ranges

  • Up to 1 year

This allows you to compare short-term trends vs long-term retention performance.

Customers Won Back (Reactivation Trends)

This section tracks customers who were previously classified as Gone and later returned to active purchasing behavior.
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Includes:

  • A line graph showing reactivation trends over time

  • The total number of customers won back during the selected period

This metric updates automatically based on your selected date range.

Use this data to evaluate the effectiveness of win-back campaigns and retention strategies.

Lifecycle Stages

This section predicts purchase likelihood based on customer shopping patterns.

Lifecycle Stage Definitions

  • Active – Customers purchasing on their normal cycle

  • Idle – Customers beginning to deviate from their cycle

  • Absent – Customers noticeably deviating

  • Highly Absent – Customers significantly deviating

  • Gone – Customers who have fully deviated from their purchasing cycle

⚠️ Important:
It is normal for the majority of customers to fall into the Gone category. Most businesses experience infrequent or irregular purchasing behavior across their full customer base.

These stages are calculated based on each customer’s unique purchasing habits.

Retailer Breakdown

The Retailer Breakdown shows lifecycle distribution by individual retail partner.

For each lifecycle stage, you’ll see:

  • Number of Customers – Total customers in that stage

  • Revenue – Revenue generated by those customers

  • Percentage – Share of total customer base

Use this breakdown to:

  • Identify retailers with strong retention

  • Spot stores with high churn

  • Target reactivation campaigns by location

Need Help?

If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.

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