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Marsello Analytics common questions
Find answers to common questions about Analytics (reporting and insights), including ROI, key metrics, and measuring the impact of your loyalty and marketing efforts.
March 22, 2026
Analytics RFM segments
Q. How are the RFM segment categories defined?
A. RFM (Recency, Frequency, Monetary) segment categories are defined as follows:
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Best: Customers who have ordered recently, order the most often, and spend the most.
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Loyal: Customers who have ordered recently, order often, and spend a substantial amount.
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Promising: Customers who have ordered recently, ordered more than once, and spend an average amount.
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New: Customers who have made their first purchase recently.
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At Risk: Customers whose days between orders is now more than double the average customer.
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Cold (Previously Lost): Customers whose days between orders is now more than 4 times longer than the average customer.
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Potential: Contacts in your database who have entered the system but have not yet completed a purchase. These individuals are typically added through actions such as signing up via your eCommerce platform or creating an account online. They remain in this segment until they make their first purchase, at which point they transition to being recognized as purchasing customers.
Q. What does days between orders, previously known as average purchase cycle, mean?
A. Days between orders is the typical number of days between a customer's purchases, measuring the time from one purchase to their next.
Q. Where can I find my customers' days between orders, previously known as average purchase cycle?
A. You can find the customers' days between orders by going to Analytics > Business Performance.
Q. Do custom segments include orders placed before installation? For example, will a segment using "last order date is before [date]" include pre-installation data, or is that only used for RFM segments?
A. RFM segments use historical data pulled during the initial sync, so they include orders placed before installation. Custom segments, however, only include data from the date of installation onward.
Q. How often does the RFM segment grid re-sync?
A. The RFM segment grid automatically re-syncs once every day.
Q. My Marsello account isn’t active yet, but the RFM segments are showing sales. Is this expected?
A. Yes, this is expected. The figures shown in your RFM segments before activating your account are not actual sales. Instead, they represent the average customer lifetime value (CLV) for the total number of customers in each segment.
These values are based on historical sales data pulled from your connected integrations. When Marsello is connected, it syncs your customer database and order history, which is used to populate the RFM segments.
Q. Can I customize the information included in the RFM segments?
A. The preset rules for RFM segments cannot be changed. However, you can create custom segments based on criteria like the number of orders, total spend, and more to suit your specific needs.
Q. I’ve imported all our customers, but some big spenders are showing up in the Potential segment with no order history. Why is this?
A. If customers with known order histories are appearing in the Potential segment, please share some examples of this with our support team. With those additional details, the team can further investigate the issue and help to ensure the data syncs correctly.
Q. Can I delete the default RFM segments and create new ones based on my own criteria?
A. At this time, there is no option to delete the default RFM segments. However, you can create custom segments in the app based on your specific criteria.
Business Performance Analytics
Q. Can I view where new customers were added, such as in-store vs. online, in the Analytics report?
A. While customer insights don’t provide a breakdown of how customers were added, you can view this information under Multi-site performance.
Q. Is there a way to remove specific customers, such as wholesale customers, from the sales analytics if they are skewing the data?
A. No. At this time, there is no way to exclude specific customers, such as wholesale customers, from the sales analytics. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Can I import engagement metrics from other third-party marketing tools?
A. No. Currently, there is no option to import engagement metrics from third-party marketing tools. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Does the basket size on the Business Performance page account for discounts?
A. Yes, the basket size reflects the order value after discounts are applied, so it represents the actual sales generated by the order.
Q. How are days between orders, previously known as average purchase cycle, calculated? Does the value on the Business Performance page reflect only customers created during the selected time frame, or is it based on all customers in the database for that period?
A. Days between orders is calculated as the total time between a customer's first and last order, divided by the number of orders made in between. This is based on all customers who ordered during the selected time frame, not just customers created in that period. This excludes unattached (guest) customers.
Q. How is customer lifetime value (CLV) calculated?
A. Customer lifetime value (CLV) represents the total amount a customer is expected to spend over their lifetime. It is calculated by:
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Orders per customer × Basket size × 3
Both Orders per customer and Basket size are based on the 12 months leading up to the selected end date.
Customer ROI is calculated as customer lifetime value minus the cost of customer acquisition.
Q. What is orders per customer within the customer lifetime value (CLV) calculation?
A. Orders per customer is the average number of orders placed by each customer over the past year.
Q. If customer lifetime value (CLV) is calculated over 3 years, is estimated spend per customer the annual spend?
A. Estimated spend per customer is an estimate of how much a customer spent during the selected date range, calculated as orders per customer × basket size. Customer lifetime value (CLV) takes this figure and multiplies it by 3 to project the customer's value over their lifetime.
Q. Why are the loyalty sign-up numbers different between "Customer segments" and "Multi-site performance" for the same time frame?
A. The discrepancy is due to how the two reports track data. Multi-site performance shows the number of customers who made their first order at each site within the given date range, regardless of whether they signed up during that time. This means the data may include customers who signed up earlier, were imported, or created accounts via forms or other methods outside the selected date range. This report focuses on first interactions with your business.
In contrast, Customer segments is primarily used for marketing purposes and focuses on customer behavior within specific segments.
For example, if a customer is imported in January 2024 without order history, then places an order at Site A in March 2024, they will appear as a new customer in the Multi-site performance report, even though they were created two months prior to the order.
Influence analytics
Q. If a customer receives two emails in a week and then makes an in-store purchase, will the sale be attributed to both campaigns or just the latest one?
A. Both emails count toward influenced sales, as long as the customer opened or clicked them within 10 days before the purchase. Only the last email the customer opened or clicked before the purchase is credited as the last-influenced sale.
Q. Can I run monthly reports on the total points earned by customers, points converted to rewards but not redeemed, and points converted to rewards and redeemed?
A. Yes, you can get this data from the Analytics > Loyalty Program analytics. Set the time frame to monthly, and you’ll be able to see Point earnings, Reward redemptions, and Reward redemption rate. From there, you can calculate points redeemed vs. points not redeemed.
Q. Does the 10-day influence window only work if the customer has opened and clicked an email or SMS, or just opened it? What happens if the customer opens an email and then makes an in-store purchase?
A. The 10-day influence window applies whether the email was opened or both opened and clicked, as long as a purchase is made within 10 days of opening. For SMS, the 10-day influence window applies whether the text was received or both received and clicked, as long as a purchase is made within 10 days of receiving the message.
Q. Can I customize the influence (attribution) window used for my reporting?
A. No. Currently, there is no feature to customize the influence window for your reporting. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. I prefer to run my insights reports bimonthly (1st-15th and 16th-30th). If I send a campaign on the 14th and the customer makes a purchase on the 16th, which report will include the influence for that purchase?
A. The send date of a campaign does not affect influence reporting. The report will include any orders influenced within the selected date range. In this case, the influence will appear in your second report, covering the 16th-30th.
Q. Is there a way to see which specific products were purchased under the email campaign analytics?
A. Currently, there is no feature to identify the specific products purchased through an email campaign. The email campaign analytics focus on overall campaign performance, providing insights like delivery rates, open rates, total influenced sales and more.
Q. Are draft orders counted towards influence?
A. Generally, draft orders are not included in influence. However, if a draft order is marked as paid, which makes it a live order, and the customer opened or clicked a campaign or automation email, or received or clicked an SMS, within 10 days before the order, it may still appear in the influence reporting.
Q. When selecting "Last month" in the Customer dashboard, is the data calculated from the current date or based on a fixed date range (e.g., the previous calendar month)?
A. The data is based on the previous calendar month. For example, if today is in May, selecting "Last month" will display data from April.
Analytics multi-site reporting
Q. In the Multi-site reporting, the "New customers" field is defined as the total customers who placed their first order at each site. Does this mean a customer could potentially be counted twice if they shop at different locations?
A. No, each new customer is counted only once in the Insights dashboard. Marsello uses the customer's email as a unique identifier and records the first time this email appears in the database, ensuring no duplication across sites.
Q. In Insight Multi-site reporting, does "New customers" refer to new sign-ups or first-time purchasers?
A. The "New customers" column refers to first-time purchasers, not new sign-ups. The "New customers" column only includes orders placed after you connected Marsello.
Q. Does the "Discount redemptions" in Multi-site reporting refer to all discounts, including rewards, or just marketing discounts?
A. The "Discount redemptions" in Multi-site reporting refers specifically to Marsello referral, loyalty reward, and email or automation discounts.
Q. Can I download a site-specific loyalty redemption report?
A. No. Currently, there is no feature to download a site-specific loyalty redemption report. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Can I see new customer signups broken down by store so I can compare how each location is performing?
A. The Multi-site performance dashboard doesn't track "signups" as a standalone metric. Under the Multi-site Loyalty & Influence section, you can see New customers (based on first orders), New email subscribers, and New SMS subscribers, broken down by store. These give a useful proxy for comparing store performance, but they're measuring first purchases and marketing opt-ins, not signups directly.
Under the Multi-site Loyalty & Influence section, you can separately see signups that come from POS forms, broken down by store.
General Analytics Questions
Q. Can I export or download my Marsello analytics reports?
A. Yes. You can export the analytics reports in your Marsello dashboard as a .csv file. Click the three dots (more options) next to the report or analytics section you want, then select the option to download it as a .csv file.
Q. How often are the analytics dashboards updated?
A. The analytics dashboards are updated every 8 hours.
Q. Are Marsello analytics considered to be the last touch?
A. Marsello tracks two types of influence: influenced and last-influenced.
Influenced sales look at every touchpoint that played a role in an order. If a customer opened or clicked a campaign or automation email, or received or clicked an SMS, within 10 days before they made a purchase, that touchpoint gets credit. More than one touchpoint can be credited for the same order.
Last-influenced sales only credit one touchpoint: the last one the customer interacted with before the purchase.
For example, say a customer receives an SMS, then opens an email, then makes a purchase. The SMS counts toward total influenced sales, since it played a role. But the email counts as the last-influenced sale, since it was the last thing the customer interacted with before buying.
Q. Is it possible to download insight reporting as a whole, not individually?
A. No. Currently, reports can only be downloaded individually. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Is it possible to get a report showing my sales since launching Marsello loyalty and the total discounts given in dollars?
A. It is recommended to run the sales report directly from your integration. For total discounts in dollars, our support team can help. Please reach out to the team to request a copy of the coupon redemption report and include the dates you are interested in reviewing.
Q. I've noticed my campaign open rate is 10%, but the click rate is 18%. How is this possible?
A. A campaign click rate can be higher than its open rate. It means that out of the 10% of customers who opened the campaign, 18% of them clicked a link in it.
Q. Am I able to export loyalty liability reports from my app admin?
A. No. Currently, there isn't a feature available to export a loyalty liability report. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Are manual points adjustments included in the 'points earned' and 'points spent' totals on the Analytics dashboard?
A. No, manual points adjustments are not included in the "points earned" or "points spent" totals on the Analytics dashboard.
Q. Can I access the unsubscribe rate for my campaigns/automation in Marsello?
A. Yes, the unsubscribe rate will appear in each analytic report for your individual campaign/automation.
Q. Is there a feature that will allow me to create my own custom analytic reports?
A. No. Currently, there isn't a feature that lets you create your own custom analytic report. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Is there a time delay on the Customer dashboard?
A. Yes, there may be a delay in reporting on the Customer dashboard, as data syncs multiple times throughout the day.
Q. In the Customer dashboard, is there a way to view the timeline for a selected period of time?
A. No. Currently, there isn't a feature that allows you to view the timeline on the Customer dashboard for a specific time. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Is there a custom reporting feature in the app where I can view information like customer age range, location, etc.?
A. No. At the moment, the app doesn't offer a custom reporting feature that provides demographic information such as customer age range or location. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Can I show my analytics in my local currency, such as £ instead of $? My reports are showing dollars.
A. No. Marsello's analytics reports display the dollar sign ($) as the default symbol for all monetary values. However, the figures already reflect your store's local currency. For example, if your store operates in pounds (£), the values are in pounds, even though the symbol shows as $. If this is something you'd like to see added, feel free to vote for this feature. Your feedback goes directly to our product team and helps us prioritize what's most important to you!
Q. Where can I see analytics on the number of unsubscribes?
A. There isn't a dedicated unsubscribe analytics dashboard in Marsello at the moment. You can export your customer database and use the AcceptsEmailMarketing or AcceptsSmsMarketing columns to identify unsubscribed customers.