Customer Lifecycle Report: First-to-Second Conversion card and a last-12-months default

The report opens with a 12-month date range, so lifetime value is seen over a wide period. The Performance section holds the First-to-Second Conversion card, giving the rate of moving from the first order to the second as a percentage. The card showing the average value is labelled Lifetime Value (revenue).

On the Reports > Customer Lifecycle Report screen:

• When the report first opens, the last 12 months are selected, and the filter in the header and the data on screen show the same range. Other reports keep opening with their own default range.
• The First-to-Second Conversion card gives, as a percentage, how many of the customers who placed a first order went on to a second. The repeat customer count sits under the card as secondary information.
• The Lifetime Value (revenue) card shows the average value of those who ordered; its name states that the value is revenue-based.