Prerequisites
Before getting started, ensure you have:
Required Permissions
Brand Analytics are accessible for staff members with the following permissions:
Analyst
Marketing
Marketing + Analyst
Operator
Owner
Other Requirements
Brand Analytics Starter subscription or above
How to Access the Lifecycle Report
Navigate to Analytics > Brand Analytics.
Select the Lifecycle tab.
Choose your desired date range (up to one year).
(Optional) Filter by Companies & Locations to analyze store-specific performance.
Leaky Bucket (Customer Retention Overview)
This section visualizes shopper retention trends using a stacked bar chart and summary table.
Customer Types
New – First-time buyers
Repeat – Shoppers with multiple purchases
Gone – Shoppers who have churned
Each bar represents a single day within your selected date range. Hover over a bar to see the number of shoppers 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 shoppers who were previously classified as Gone and later returned to active purchasing behavior.
Includes:
A line graph showing reactivation trends over time
The total number of shoppers 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 shopper shopping patterns.
Lifecycle Stage Definitions
Active – Shoppers purchasing on their normal cycle
Idle – Shoppers beginning to deviate from their cycle
Absent – Shoppers noticeably deviating
Highly Absent – Shoppers significantly deviating
Gone – Shoppers who have fully deviated from their purchasing cycle
⚠️ Important:
It is normal for the majority of shoppers to fall into the Gone category. Most businesses experience infrequent or irregular purchasing behavior across their full shopper base.
These stages are calculated based on each shopper’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 Shoppers – Total shoppers in that stage
Revenue – Revenue generated by those shoppers
Percentage – Share of total shopper 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.