Customer insights
Customer Insights gives you a powerful birds-eye view of your entire customer base. By analyzing performance metrics and trends, you can make data-driven decisions that directly impact your revenue, retention, and growth.
While Segments & Filters help you find specific customer groups, Customer Insights helps you measure and understand them - revealing patterns you might otherwise miss.
From the Customer Insights screen, you can immediately:
Track key metrics: See your CLV, AMR, and TTU data with multiple calculation methods
Apply powerful filters: Narrow your analysis to specific customer segments
Pivot your data: Break down results by app plan, traffic source, or dozens of other dimensions
Export results: Share your findings or analyze further in your preferred tools
Understanding customer insights
The Customer Insights dashboard organizes your data for immediate analysis:
From the Customers screen, click Insights in the left navigation
Select the metrics you want to analyze from the left panel
Apply filters to focus on specific customer segments
The data table and measurements update in real-time as you refine your view
Key metrics & analysis
Mantle tracks several critical metrics that help you understand customer value and behavior:
Customer lifetime value (CLV)
Understand how much revenue your average customer generates over their entire relationship with your business:
Click the + buttons next to CLV to add calculation methods:
Average: The mean value across all customers in this segment
Total: The combined lifetime value of all customers shown
Minimum/Maximum: The range of values to identify outliers and opportunities
Average monthly revenue (AMR)
Track your recurring revenue patterns to forecast and plan effectively:
Add multiple calculation methods to gain different perspectives:
Average: Typical monthly spend per customer
Total: Combined monthly revenue from all customers in the segment
Minimum/Maximum: The spending range across your customer base
Time to uninstall (TTU)
Measure how long customers typically use your app before churning:
Add different calculation methods to understand retention patterns:
Average: How long a typical customer stays before uninstalling
Total: Cumulative time all customers spent with your app
Minimum/Maximum: Identify your best and worst retention cases
Filtering & segmentation
Narrow your analysis to specific customer groups to uncover actionable insights:
Segment analysis
Customer Insights works seamlessly with segments you create in the customer view:
Create and save custom segments in the Customers section based on any combination of filters
Navigate to Customer Insights to analyze these segments in depth
Select your saved segment from the dropdown to instantly view metrics for that specific customer group
Compare performance across different segments to identify patterns and opportunities
This powerful connection between segmentation and analysis lets you answer targeted business questions like:
Which customer segments have the highest lifetime value?
How does retention differ between customers acquired from different sources?
What patterns emerge when comparing high-engagement vs. low-engagement customers?
Applied filters
Refine your view with precise filtering:
Click the search bar to find customers by name, email, or domain
Use dropdown selectors to filter by app plan, Shopify plan, and more
Click More filters to access the full range of filtering options
Your applied filters appear as tags that you can easily remove or modify
The Customer Insights table immediately updates to show:
The number of customers matching your criteria
Key metrics for the filtered segment
Individual customers and their specific values
Pivot analysis
Break down your metrics by different dimensions by adding pivot filters from the left panel:
Under the Pivot section, click + next to the dimension you want to analyze
Common pivots include App plan, Paying status, Country, and Traffic source
Your results will group customers by these dimensions, showing metrics for each group
Compare values across groups to identify patterns and opportunities
Valuable pivot dimensions include:
App plan: See how different subscription tiers perform
Payment status: Compare metrics between paying and non-paying customers
Traffic source: Identify which acquisition channels bring your most valuable customers
Geography: Discover regional patterns in value and retention
Industry: Learn which business types generate the most revenue
Best practices
Get the most value from Customer Insights with these practical tips:
Combine metrics strategically: Look at CLV alongside TTU to understand the relationship between retention and revenue
Compare across dimensions: Use pivots to find unexpected patterns, like which traffic sources bring your highest-value customers
Look for outliers: Identify unusual values that might indicate problems or opportunities
Track trends over time: Export data regularly to build a historical view of your performance
Test hypotheses: Use insights to form theories, then validate with targeted segments
Share findings regularly: Make data-driven decisions by incorporating insights into your regular business reviews
Actionable insight examples
Here are specific ways to turn Customer Insights into business results:
Revenue opportunities
Compare CLV across different app plans to identify underpriced or overpriced tiers
Filter for customers with high usage but low-tier plans to find upgrade candidates
Identify paying vs. non-paying segments to discover conversion opportunities
Retention improvements
Compare TTU across different onboarding experiences to optimize first impressions
Find combinations of features that correlate with longer retention
Identify customer segments with unusually short TTU for targeted intervention
Acquisition optimization
Compare CLV across traffic sources to prioritize your most profitable marketing channels
Analyze which customer segments have the highest AMR to refine your ideal customer profile
Identify geographic or industry segments with strong metrics to focus expansion efforts
Product development
Correlate feature usage with CLV to prioritize your development roadmap
Find patterns in customer segments that generate the highest revenue
Identify which aspects of your app correlate most strongly with long-term retention
By regularly analyzing your Customer Insights, you’ll develop an increasingly nuanced understanding of what drives value in your business - and exactly which levers to pull for growth.