# Customer value report The **Customer value** report shows what your customers are worth over time. Each customer is counted once, placed by their first charge, and everything they pay afterwards counts with that first charge as upsells and rebills. Choose it in the **Report** menu of [Explore](https://docs.odus.com/docs/guides/dashboard/insights/.md). ## How customers are counted The report sorts each customer's approved payments of a non-zero amount into three kinds: | Payment | What it is | | ---------------- | ------------------------------------------------------------------------------------------------------------------------ | | **First charge** | The customer's first approved payment of a non-zero amount. | | **Upsell** | An approved payment of a non-zero amount the customer makes after their first charge, other than a subscription renewal. | | **Rebill** | An approved subscription renewal of a non-zero amount the customer pays after their first charge. | The date range selects customers by when they made their first charge, in your timezone, and each point of a chart holds the customers who first paid in it. Their upsells and rebills count whenever they are paid, after the end of the date range too. When a customer's payment of a non-zero amount was cancelled before any was approved, the cancelled payment places them instead. They have no first charge, so **First charges** leaves them out, but the date range selects them by when the cancelled payment was made, and everything they pay afterwards counts there as upsells and rebills. Payments with no customer are left out. warning A period's numbers keep growing for as long as its customers keep paying. A recent period reads lower than an older one, which has had longer to collect upsells and rebills. The revenue measures count each payment in full, even when it was refunded or charged back later. The breakdowns describe the first charge — its currency, its products, and the ad platform or campaign that brought the customer — except **Billing country**, which describes the customer. ## Measures | Measure | What it counts | | ------------------------ | ---------------------------------------------------------------------------------------------------------------- | | **First charges** | Customers, each counted once by their first charge. | | **First-charge revenue** | What the first charges brought in. | | **First-charge AOV** | First-charge revenue per customer counted. | | **Upsells** | The upsells the customers made, whenever they made them. | | **Upsell items** | Cart lines across the upsells, a payment with no cart lines counting as one, so it can be more than **Upsells**. | | **Upsell revenue** | What the upsells brought in. | | **Upsell AOV** | Upsell revenue per upsell. | | **Total AOV** | First-charge and upsell revenue per customer counted. | | **Rebills** | The rebills the customers paid, whenever they paid them. | | **Rebill items** | Cart lines across the rebills, a payment with no cart lines counting as one, so it can be more than **Rebills**. | | **Rebill revenue** | What the rebills brought in. | | **LTV** | Lifetime value: first-charge, upsell and rebill revenue per customer counted. | ## Breakdowns and filters The **Breakdown** column says whether you can choose the entry in **Break down by**, and the **Filter** column whether you can filter on it. A customer with no value for a breakdown is under **none**. | Name | Breakdown | Filter | What it means | | ----------------------- | --------- | ------ | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Currency** | Yes | Yes | The currency of the customer's first charge. Their upsells and rebills count under it, whatever currency they were paid in. | | **Product** | Yes | Yes | A product in the cart of the customer's first charge. Broken down, a customer whose first charge holds several products counts once under each, and so does each of their upsells and rebills; the amounts and items are shared over those products in proportion to what each line cost, so the products' amounts add up to the total. A first charge with no cart lines is under **none**. As a filter, it keeps the customers whose first charge holds the product, in full; broken down by **Product** or **Price** as well, only the lines of that product are shown. | | **Price** | Yes | Yes | A price in the cart of the customer's first charge, counted and shared as **Product** is. As a filter, it keeps the customers whose first charge holds a line at that price. | | **Billing country** | Yes | Yes | The country of the customer's current billing address: the address they gave you, not the country that issued the card. A customer whose address changes moves to the new country with their first charge, upsells and rebills. A breakdown shows its two-letter ISO 3166-1 code, and a filter lists the countries by name. A customer who gave none is under **none**. | | **Ad platform** | Yes | Yes | The advertising platform that brought the customer, read from the UTM tags captured with their first charge. See [How the ad platform is read](https://docs.odus.com/docs/guides/dashboard/insights/.md#how-the-ad-platform-is-read). | | **UTM source** | Yes | Yes | The `utm_source` captured with the customer's first charge. | | **UTM campaign** | Yes | Yes | The `utm_campaign` captured with the customer's first charge. | | **Status** | No | Yes | The status the customer's first charge shows, such as **Succeeded** or **Reversed**. See [Payment statuses](https://docs.odus.com/docs/guides/payments/payment-statuses.md). | | **First-charge amount** | No | Yes | The amount of the customer's first charge, in its own currency and not converted: **First-charge amount** at least `50` keeps first charges of 50 or more in their own currency, such as 50 dollars or 50 euros. | | **Payment method type** | No | Yes | The kind of payment method the customer's first charge was made with, such as **Card**. | | **Shipping country** | No | Yes | The country of the customer's shipping address. A customer with no shipping address matches no value. | | **UTM medium** | No | Yes | The `utm_medium` captured with the customer's first charge. | | **UTM term** | No | Yes | The `utm_term` captured with the customer's first charge. | | **UTM content** | No | Yes | The `utm_content` captured with the customer's first charge. | | **UTM ID** | No | Yes | The `utm_id` captured with the customer's first charge. | | **UTM content ID** | No | Yes | The `utm_contentid` captured with the customer's first charge. |