What is the Purchase Frequency Dashboard?
The Purchase Frequency dashboard (also called Transaction Frequency) shows how your customers distribute across different order counts. For each cohort, it answers the question: what percentage of customers placed exactly 1 order, exactly 2 orders, exactly 3 orders, and so on?
This dashboard is found under Lifetime Value > Purchase Frequency in the sidebar.
How to Read the Dashboard
The dashboard displays a frequency heatmap where:
Rows represent cohorts (grouped by acquisition period, product, vendor, or other breakdowns)
Columns represent transaction counts (1 txn, 2 txn, 3 txn, etc.)
Cells show either the number of customers or the percentage of the cohort that reached that purchase frequency
Each row also shows the cohort size (number of new customers acquired in that period).
Dashboard Controls
Acquisition Period — Set the date range for cohort creation.
Group By — Choose week, month, quarter, or year grouping.
Breakdown By — Segment by acquisition period, product title, product type, vendor, SKU, product tags, shipping country, province, city, order tags, or customer tags.
Frequency Range — Choose to display up to 5, 10, 15, or 20 transaction columns.
Single Product Order — When using product-based breakdowns, enable this to count only orders containing a single product.
Format — Toggle between absolute values and percentages.
Filters — Refine cohorts by product, location, tags, and more.
Key Insights to Look For
1-timer dominance — If 80%+ of customers are one-time buyers, you have a retention problem. Focus on post-purchase engagement.
2nd purchase rate — The jump from 1 to 2 orders is the hardest. Track this closely — even a small improvement in your 2nd-purchase rate can dramatically increase overall LTV.
High-frequency tail — If a meaningful percentage of customers reach 5+ orders, you have a strong loyalty base. These are your most valuable customers.
Product-driven frequency — Use the product breakdown to find which products drive repeat purchases. Products that appear frequently in 2+ transaction cohorts are great for acquisition campaigns.
Actions to Take
If most customers stop at 1 order, create a post-purchase email sequence timed to arrive before the average time to second order.
Identify which products have the highest 2nd-purchase conversion and feature them in acquisition campaigns.
Use location breakdowns to see if certain regions have naturally higher repeat rates — these may be better markets to invest in.
Export the data to combine with your email marketing segments for targeted reactivation campaigns.
Exporting Data
Click the Export CSV button to download the frequency heatmap data for offline analysis or reporting.
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