Recent Purchases
Customers who have made a purchase recently. The definition of recently differs by industry. A common definition is at least one purchase within the past 12 months. Durable goods may define a longer period.Loyal Customers
Customers who make frequent purchases. The definition of loyal customer differs by industry, organization and product category. For example, a fast moving consumer goods firm might define a loyal customer as 5 purchases in 6 months.Support & Service
Customers who pay for a period of support, service and/or maintenance. For example, a mobile device with a 3 year support plan. A customer who has separately paid for support remains an active customer for the duration of the support.Product Subscriptions
Products that are automatically purchased on a subscription basis such that they represent recurring revenue. For example, an ecommerce company that allows consumers and businesses to purchase basic goods on a monthly recurring subscription.Service Subscriptions
Service subscribers who make automatic payments until they decide to cancel the service.Contacts
Contractual purchases such as a consulting contract. This is the most stable form of active customer as they may face penalties for canceling the service. Contacts are most common amongst business-to-business services.Calculation Notes
Active customers is calculated as the total number of unique customers who made a purchase in the trailing 12 months. The growth rate of active customers can be calculated as:active customer growth = ((end - start) / start) * 100Where end is your active customers at the end of a month and start is your active customers at the start of the month. For example, a firm with 1300 subscribers at the start of a month and 1443 at the end has an active customer growth rate ofactive customer growth = ((1443-1300) / 1300) * 100 = 11%Overview: Active Customers | ||
Type | ||
Definition (1) | Customers who regularly contribute to your revenue. | |
Definition (2) | Customers who have made at least one purchase in the trailing 12 months. | |
Definition (3) | Customers who have paid for a product or service delivered within the trailing 12 months. | |
Related Concepts |