A single order tells you very little about a customer. The second one tells you a lot.
Squizzie reports customer lifetime value from your own order history, so the difference between somebody who bought once in a sale and somebody who has been back eleven times is visible rather than averaged away.
And returns, which are the other half
Returns analysis covers rates, reasons and which products come back.
Those two belong together, because a high-value customer who returns half of what they order may not be high-value at all, and a product with strong sales and a quiet return rate is worth more than its revenue line suggests.
What it’s for
Deciding who’s worth a discount, which products are quietly costing you in postage and restocking, and whether the customers you gained in a given month turned into anything.