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

The Customers tab can generate up to 5 insight cards:

Retention insight: Compares new vs. returning customer ratios and their revenue implications. Highlights whether your business is growing from new customers or sustained by loyal regulars. Includes a "View Customers" action linking to Customers and Pets
Returning revenue share: Estimates how much revenue comes from returning clients vs. new clients, reinforcing the value of retention. Includes a "View Customers" action
Multi-pet household: Identifies how many of your customers bring multiple pets and the revenue opportunity they represent. Includes a "View Customers" action
Customer acquisition pace: Projects how many new customers you'll add this month based on your current daily rate. Appears when you have sufficient data for a meaningful projection
Client growth rate: Measures whether your active customer base is growing or shrinking by comparing the first and second halves of the period. Includes a "View Customers" action

Charts and Sections

Customer Acquisition

A dual area chart showing two data series:

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

When comparison is enabled, a dashed grey line overlays the new customer counts from prior periods. When forecast is enabled, a dashed violet line extends the new customer projection forward. Both are separated by dotted vertical boundary lines with background tints.

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. Each group is colour-coded with a progress bar
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 up to 8 targeted insight cards:

Senior pet portfolio: Counts pets aged 7+ and suggests a "Senior Comfort" service variant. Includes a "View Senior Pets" action that opens a list of all senior pets, each with a mail icon that opens a personalised senior pet care email template in your email client
Puppy pipeline: Counts puppies under 1 year, identifies doodle breeds (which need grooms sooner), and suggests a "Puppy Introduction Package". Includes a "View Puppies" action with puppy welcome email templates
Animal type niche: Identifies non-dog pets (requires 3 or more) as a competitive advantage, highlighting the most common non-dog type. Includes a "View [Type] Pets" action
Top breeds: Highlights your top 3 breeds and their combined share of your pet database. Suggests breed-specific packages
Multi-pet households: Flags owners with 2+ pets as high-value clients and suggests multi-pet booking prompts. Includes a "View Multi-Pet Owners" action with multi-pet offer email templates
Card-on-file gap: Calculates the admin time cost of owners without saved cards (based on 1 minute per manual payment) and suggests ideas for increasing card coverage. Includes a "View Without Card" action with card-on-file email templates. When coverage is 80% or above, this switches to a positive celebration insight
Instagram opportunity: Identifies pets with Instagram handles and suggests a "Pet of the Week" idea you could run on social media. Includes a "View Pets with Instagram" action
Draft account follow-up: Counts accounts that never completed their first booking and estimates potential revenue ($70 per first visit). Includes a "View Draft Accounts" action with follow-up email templates

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 relevant badge (e.g., age, "Puppy", "Draft", number of pets)
A link to the pet's profile page
A mail icon (where applicable) that opens a pre-written, personalised email template in your email client for you to review and send

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