What it is
Customer health sorts every member into one of five groups based on two things only: how long since they joined, and how long since their last visit.
It is a read-only view of information you already have. Nothing extra is tracked about your customers to produce it.
- Day 0
New
Everyone who joined within the last 20 days counts as New, whatever else is true about them.
- Within cycle
Regulars
Visited within your expected visit cycle — 10 days if you picked 'every 1–2 weeks'.
- Past cycle
Returning
Still a real customer, just outside their usual rhythm.
- 20 days
At risk
No visit for 20 days. Shown as 'At Risk' on screen; exports and the API call this segment 'missing'.
- 40 days
Lost
No visit for 40 days. Still contactable, and the group win-back campaigns target.
New wins over everything else. Someone who joined 15 days ago and never came back still shows as New, not At Risk — they age into At Risk once the New window passes.
The order matters
Segments are decided top down, and the first match wins:
- joined recently → New
- no visit for a long time → Lost
- no visit for a while → At risk
- visited within your expected cycle → Regulars
- everyone else → Returning
This is why someone who joined a fortnight ago and never returned still shows as New. They have not been forgotten. They simply age into At risk when the New window ends.
Your visit cycle
The cycle is how often you expect a good customer to come in. You set it from the Customers page:
- a few times a week
- every one to two weeks
- every three to six weeks
- a custom number of days
A café and a barber have very different rhythms, and getting this right is what makes the other segments meaningful. A customer who visits monthly is a regular at a barber and lapsed at a coffee shop.
The health score
The percentage on the banner is the share of your engaged customers who are still active:
(regulars + returning) ÷ (regulars + returning + at risk + lost)
New customers are deliberately left out. They have not had time to prove themselves either way, and including them would flatter the number every time you had a busy week of sign-ups.
Note that the percentages on the five individual cards do include New, so they will not add up to the health score. They answer different questions.
Changing the thresholds
At risk and Lost default to 20 and 40 days. Both are editable, and only the account owner can change them.
Before you do, know that these numbers are not cosmetic. The same thresholds drive:
- which customers a campaign reaches when you target a segment
- when Autopilot's win-back rules fire
- the segment shown in your exports and the API
Widening At risk from 20 to 30 days changes more than a label. It changes who gets contacted.
A note for larger businesses
The health banner reads your first 1,000 customer cards. If you have more than that, the segment counts under-represent your full membership.
The member count in the list header is calculated separately and over a larger set, and will say "or more" when it has hit its own limit. If the two numbers disagree, trust the list header.
Using it
The practical value is in the At risk group. Those are customers who came in often enough to matter and have just stopped. That is the group where a single well-timed message recovers the most visits.
Lost customers are worth one attempt, not five.