Draft reference — content review pending
Active Customers
The number of distinct customers who meet the agreed activity definition during a defined period.
Business question
How many distinct customers engaged with the business under the chosen activity definition?
Formula
Active customers = count of distinct customers with at least one qualifying activity during the reporting period.
Calculation notes
Define qualifying activity for the business, such as a completed purchase, active contract, booked service, or meaningful account event.
Edge-case guidance
Do not count anonymous activity as a distinct customer unless a stable identity rule exists. Keep the activity window consistent.
Required data
| Input | Type | Status | Available source hints |
|---|---|---|---|
| Qualifying customer identifiersDistinct customer identifiers associated with qualifying activity. | Identifier | Required | CRM · POS · Ecommerce platform · Appointment system |
Interpretation
Use the measure to understand the currently engaged customer base and pair it with new, retained, and lost-customer views.
Caution
The measure depends on the identity and activity rules. More active customers are not automatically better if activity is low-value or unprofitable.
Implementation recommendation
Write the qualifying-activity definition next to the report and keep identity resolution consistent across channels.
Target guidance
Set the first target from a comparable historical baseline for active customers, then adjust it for strategy, capacity, seasonality, data quality, and relevant market or regulatory context. Review the direction with the accountable business owner rather than treating any external benchmark as universal.