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What is an Active Customer?

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An active customer is a person or organization that has made a purchase from you within a calendar year or trailing 365 day period.

Marketing Metric

The total number of active customers at a point in time is a commonly tracked marketing metric in many industries.

Variations

It is possible to define active customers using a shorter period of time such as a half year, quarter or month. This may be useful in industries such as fast moving consumer goods where frequent purchases are expected.

Issues

Active customers isn't a particularly useful metric when you have monthly recurring revenue such as subscribers. In this case, subscriber count is more useful as it is difficult to say that someone who just canceled their contract is an "active customer."

Similar Measures

Active customer is specific to commercial transactions and doesn't count other interactions such as visits. It should not be confused with active users or brand engagement.
Overview: Active Customer
Type
Definition
A customer who has made a purchase within a calendar year or trailing 365 day period.
Related Concepts

Marketing Metrics

This is the complete list of articles we have written about marketing metrics.
Brand Awareness
Brand Recognition
Churn Rate
Conversion Rate
Cost Per Lead
Acquisition Cost
Experience Score
Lifetime Value
Customer Metrics
Penetration Rate
Market Share
Recency
Wallet Share
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Customer Metrics

Several concrete ways to measure customer relationships.

Brand Engagement

The common types of brand engagement.

Active Users

The common types of active user metric.

Share Of Wallet

An overview of share of wallet with an example.

Customer Base

The definition of customer base with examples.

Active Customers

The definition of active customers with examples.

Critical Success Factors

A few examples of critical success factors.

Benchmarking

A few examples of benchmarking.

Marketing Metrics

A list of common ways to measure marketing results.

Business Metrics

A list of common business metrics.

Data-Driven Marketing

A definition of data-driven marketing with examples.

Customer Loyalty

The common types of loyal customer.

Recency

A definition of recency with examples for sales, marketing and advertising.

Marketing Benchmarks

The definition of marketing benchmark with examples.

Cost Per Lead

The formula for cost per lead with calculation examples.

Marketing Efficiency

An overview of marketing efficiency with calculation examples.
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