Contact Details RFM Metrics

The RFM Metrics section on the Contact Details page allows you to view the following information about a contact:

Tip: To get to the Contact Details page for a contact, go to Contacts > Search, search for your contacts, and then click on the email address of the contact you want to view data/metrics for.
Contact Details: RFM Metrics
Data Description
First Order The First Order Date represents the date of the first order recorded for the contact.
Last Order The Last Order Date represents the date of the most recent order recorded for the contact.
Last Order Total The Last Order Total represents the amount of revenue recorded for the most recent order.
Total Revenue

The Total Revenue metric represents the total amount of revenue tracked. It is a sum of the Email Revenue and Other Revenue metrics.

Total Orders

The Total Orders metric represents the total number of orders tracked in your account. It is a sum of the Email Orders and Other Orders metrics.

Average Order Revenue The Average Order Revenue metric represents the average amount of revenue recorded for the contact when they place an order.
Tip: For more information on creating segments based on RFM metrics, see Create Segments Based On Contact RFM Metrics.
Tip: You can dynamically add RFM data to messages using RFM data field tags. For more information on using RFM data field tags, see RFM Field Tags