Customer activity and analytics
The Activity tab gives you a complete picture of how a customer interacts with your store -- from first visit through repeat purchases. It combines behavior charts, aggregate metrics, a filterable activity timeline, UTM attribution data, and email/SMS subscription status in a single view.
Activity chart
The Activity Over Time chart visualizes the customer's engagement history as three color-coded line series:
Series | Color | Description |
|---|---|---|
Marketing | Blue | Email-related activity (deliveries, opens, clicks). |
Customer Activity | Green | Sessions, page views, checkout interactions. |
Purchases | Orange | Purchase revenue over time. |
The chart uses two Y-axes: the left axis shows event counts (Marketing and Customer Activity) and the right axis shows revenue in dollars (Purchases). Time bucketing adjusts automatically based on the date span:
Less than 60 days of data: daily buckets
Less than 365 days: weekly buckets
365 days or more: monthly buckets
Customer metrics
Below the chart, metric cards display aggregate statistics grouped by activity type. Each card shows three time windows:
All Time -- the complete lifetime value
Last 30 Days -- the most recent 30-day window
Prior 30 Days -- the 30-day window before that
Metrics cover activity types like page views, product views, ecommerce transactions, sessions, searches, checkout interactions, email events, shipments, and more. Each metric card includes an icon matching its activity type for quick visual scanning.
Metrics table
A summary table below the cards lists every metric in a sortable format with columns for the metric name, last 30 days, prior 30 days, and all-time values.
Activity timeline
The left column displays individual activity events in reverse chronological order. Each entry shows an icon, a description of the action, an optional reference link, and a timestamp.
Filtering by activity type
Use the dropdown at the top of the timeline to filter by a specific activity type. The default is All Types, which shows everything. Select a type like pageview, ecommerce, session, email, or shipment to narrow the timeline to just those events.
Common activity types and their display labels include:
Type | Actions shown |
|---|---|
Ecommerce | Placed order, ordered product, payment, refund, void, shipment |
Session | Active on website, page views, cart additions, checkout steps |
Checkout | Initiated checkout, checkout step, checkout error, abandoned cart |
Delivered email, opened email, clicked link, subscribed, unsubscribed, bounce, spam complaint | |
Search | Search queries |
Select an order ID in the timeline to open the full order review. Select a session entry to view the recorded session replay on your storefront.
Customer information
The right-side information card displays signup and attribution data.
Signup and activity dates
First Active -- the timestamp of the customer's earliest recorded activity.
Last Active -- the timestamp of their most recent activity.
Signup Date -- when the customer account was created.
UTM attribution
Two sets of UTM properties are tracked:
First visit properties -- captured during the customer's first session:
UTM Source, Medium, Campaign, Content, Term
First Page URL
Referrer URL
Last visit properties -- captured during their most recent session, with the same fields as above.
These values help you understand which marketing channel originally acquired the customer and which channel drove their most recent visit.
Custom properties
Any custom properties on the customer profile (excluding system properties) are displayed in this section. These are the same key-value pairs managed on the General tab.
Email and SMS status
The bottom of the information card shows the customer's email and SMS subscription state.
Field | Description |
|---|---|
Global Unsubscribed | Whether the customer has unsubscribed from all email. Shows the unsubscribe timestamp if applicable. |
Spam Complaint | Whether the customer has filed a spam complaint. Shows the complaint timestamp if applicable. |
SMS Phone Number | The customer's SMS-capable phone number, if known. Select the number to navigate directly to an SMS conversation with this customer. |
SMS Status | Subscribed (green) if the customer is opted in to SMS, or Opted Out (red) if they have opted out. |
Clicking the SMS phone number opens the conversation view with that customer pre-selected. This is a quick way to start or continue an SMS thread without leaving the customer profile.
Related pages
Customers overview -- capabilities summary and page navigation
Email list memberships -- manage email subscriptions
General customer settings -- custom properties and profile fields