How to Analyze Customer Data in Magento 2

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As an eCommerce business owner, analyzing customer data is crucial to improving the customer experience and increasing sales. Magento 2 offers a range of tools that allow you to collect, analyze, and utilize customer data to make informed business decisions.

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Collecting Customer Data in Magento 2

Before you can analyze customer data in Magento 2, you need to ensure that you are collecting it correctly. Magento 2 allows you to capture a range of customer data, including:

  • Account information (name, address, email, phone number)
  • Order history
  • Wishlist data
  • Product reviews and ratings
  • Abandoned cart data
  • Customer segments

Make sure that all relevant data is being collected by enabling data capture in the Magento admin panel.

Analyzing and Utilizing Customer Data in Magento 2

Magento 2 offers a range of features and third-party extensions that allow you to analyze and utilize customer data to improve the customer experience.

Customer Segmentation

One of the most important ways to analyze customer data is through the creation of customer segments. Customer segmentation allows you to group customers based on specific criteria, such as purchase frequency or cart value, allowing you to personalize marketing efforts and improve customer retention.

Magento 2’s native Customer Segments feature allows you to create custom segments based on a range of criteria, including:

  • Order history
  • Customer attributes (age, gender, location)
  • Cart data
  • Wishlist data

Sales Reports

Magento 2’s Sales Reports feature allows you to analyze sales data in a variety of ways, including by customer. These reports allow you to track customer activity, such as their lifetime value and purchase history, and to drill down into specific customer orders to gain insights into buying patterns and preferences.

Abandoned Cart Data

Abandoned cart data can provide valuable insights into why customers are not completing purchases. Magento 2’s native Abandoned Cart Reports feature allows you to understand the most common reasons for cart abandonment and to track the success of recovery emails.

Third-Party Extensions

Magento 2 also offers a range of third-party extensions that can help you analyze and utilize customer data. Some popular extensions include:

  • Yotpo: Allows you to collect and analyze customer reviews and ratings
  • Google Analytics: Provides detailed insights into website traffic and sales data
  • Metrilo: Provides detailed customer behavior data, including purchase and browsing activity


Analyzing customer data in Magento 2 is essential to improving the customer experience and increasing sales. By utilizing Magento’s native features and third-party extensions, you can gain valuable insights into customer behavior and preferences, allowing you to make informed business decisions and improve the overall success of your eCommerce store.

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