Customer loyalty
The ‘Customer loyalty’ dimension reports the number of visitors to your site that have made 0 prior purchases, 1 prior purchase, 2 prior purchases, or 3+ prior purchases. This dimension is valuable to understand how your site affects purchasing behavior. You can also use this dimension in a segment to focus on visitors that return to make a purchase, so that you can encourage similar behavior for new visitors.
Populate this dimension with data
Adobe computes this dimension server-side from the visitor’s purchase history. There is no variable to set; it depends on the purchase event being implemented on your site.
Dimension items
Dimension items include the following:
- Not a customer: At the time of the hit, the visitor has never made a purchase before.
- New customers: At the time of the hit, the visitor made a single purchase before.
- Return customers: At the time of the hit, the visitor made two purchases before.
- Loyal customers: At the time of the hit, the visitor made three or more purchases before.
When a visitor makes a purchase (triggers the purchase event), that hit and all subsequent hits move into the next “bucket”. For example, if a visitor buys a product from your site for the first time, they move from “Not a customer” to “New customers”, with the order attributed to “New customers”. The dimension item “Not a customer” cannot have orders attributed to it.