Customer Module

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The Customer Event is a flexible tool for tracking the number of people interacting with your business — whether they’re trial users, paying customers, retail shoppers, or leads. Think of it as a smart counter that helps you measure customer volume over time, either as one-time activity or ongoing engagement.

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Behind the scenes, this Event also tracks how your customer base changes each month, including growth, churn, and transfers, making it essential for both simple forecasts and more advanced cohort modeling.

It’s a core input for many downstream events — especially Revenue, which combines your customer count with product pricing to calculate monthly income.

Example Usage

You can use the Customer Event to model a basic software customer funnel — for example, tracking how many users start a free trial, and how many later convert into paying or pro users. Each stage can be set up as a separate cohort, letting you visualize customer movement through your pipeline.

Alternatively, in an e-commerce scenario, you can use this event to track sales volume — like how many individual purchases are made per day or month — even if there’s no conversion between customer types. It’s a simple way to count demand and feed it into downstream revenue or fulfillment calculations.

Event States

Card View

This view lets you quickly define a customer cohort by giving it a name and setting an initial customer count — perfect if you already have an active user base (like ongoing subscribers).

You can also choose a start date for when that balance becomes active and select where the cohort should live under the Customers ledger.

In most cases, you’ll nest it directly under “Customers,” but advanced setups may use deeper customer ledger structures for added control.

Important Note on Ledgers

Every Customer Event you create is automatically stored under the top-level Customers ledger.

Each cohort (like “Trial Users” or “Paid Users”) becomes its own sub-ledger beneath this parent.

In addition, every cohort includes four auto-generated sub-ledgers:

• Grown Customers – new customers added that period
• Churned Customers – customers who left
• Transferred In – customers moved from another cohort
• Transferred Out – customers moved to another cohort

This structure allows you to track not just how many customers you have, but also how those numbers are changing month by month. It’s especially useful for more advanced modeling, like analyzing customer acquisition costs, churn rates, or tracking movement through a conversion funnel.