Overview

The Customers tab tracks your customer base: who's active, who's new, how much they spend, and how many pets they bring. It also contains the Pet Demographics Deep Dive for detailed pet-level analysis.

Key Metrics

Metric	What It Shows
Active Customers	Customers who had at least one appointment in the period
New Customers	First-time customers in the period, with percentage of total active
Average Spend	Average revenue per customer
Pets Served	Count of unique pets seen during the period

Insight Cards

Retention insight: Compares new vs. returning customer ratios and their revenue implications
Revenue split: Estimates how much revenue comes from returning clients vs. new clients, reinforcing the value of retention
Acquisition rate trend: Projects how many new customers you'll add this month based on your current daily rate (appears when you have 14+ days of data)

Insight cards may include a "View Customers" action that navigates to your Customers and Pets page.

Charts and Sections

Customer Acquisition

A dual area chart showing two data series:

New Customers (purple): Daily count of first-time customers
Active Customers (cyan): Daily count of customers with appointments

When comparison or forecast is enabled, additional overlay lines appear for new customer counts.

Quick Stats

A sidebar card with at-a-glance numbers:

New customers per day
Average active customers per day
Pets per customer
Average spend
Total pets

Pet Demographics Deep Dive

The gradient card at the bottom of the Customers tab opens the Pet Demographics Deep Dive.

What It Analyses

This deep dive fetches your full pet database and computes:

Breed distribution: Top 10 breeds by count, displayed as a horizontal bar chart
Animal type breakdown: Dogs, cats, and other animal types shown as progress bars with percentages
Pet age distribution: Pets categorised into age groups: Puppy (under 1 year), Junior (1-3 years), Adult (3-7 years), Senior (7+ years), and Unknown
Multi-pet households: How many owners have 2 or more pets
Card-on-file rate: Percentage of owners who have a saved payment card, with the count of owners with and without cards
Instagram handles: Count of pets with Instagram usernames saved
Draft accounts: Accounts created but never completed their first booking
Doodle breed detection: Within puppy data, identifies doodle breeds that will need regular full grooms within 4-6 months

Key Metrics (in the deep dive)

Metric	What It Shows
Total Pets	Total pet records in your database
Unique Breeds	Number of distinct breed varieties
Pets per Owner	Average number of pets per customer
Card on File	Percentage of owners with a saved payment card

Insight Cards (in the deep dive)

The Pet Demographics Deep Dive generates targeted insight cards:

Senior pet portfolio: Counts pets aged 7+ and suggests a "Senior Comfort" service variant
Puppy pipeline: Counts puppies under 1 year, identifies doodle breeds, and suggests a "Puppy Introduction Package"
Animal type niche: Identifies non-dog pets as a competitive advantage (e.g., cat grooming)
Top breeds: Highlights breed concentration and suggests breed-specific packages
Multi-pet households: Flags owners with 2+ pets as your most valuable clients and suggests multi-pet booking prompts
Card-on-file gap: Calculates the admin time cost of owners without saved cards and suggests a campaign to increase card coverage
Instagram opportunity: Identifies pets with Instagram handles as a marketing resource
Draft account abandonment: Counts accounts that never completed their first booking and estimates lost revenue

Entity List Dialogs

Each insight card with a "View" action opens a dialog listing the specific pets or owners it references. Each item in the list includes:

Pet name and breed
A link to the pet's profile
An email icon (where applicable) that opens a pre-written outreach email in your email client

Pre-composed email templates are available for: senior pet care outreach, puppy welcome messages, multi-pet household offers, card-on-file setup requests, and draft account follow-ups.

How to Use It

Switch to the Customers tab
Scroll to the bottom
Tap Deep Dive on the Pet Demographics card
The analysis runs immediately (no date range needed, as it analyses your full pet database)
Results persist across tab switches