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Question: “Are referred customers worth more than the average customer?” Referral’s commercial case usually hinges on two things: higher average order value and better repeat-purchase behaviour. Two metric pairs tell that story.

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Fastest Path: Revenue & Customer Quality Template

The Revenue & Customer Quality template assembles this view. Nine tiles, mostly metric cards. New dashboard > Browse templates > Revenue & Customer Quality.
Revenue & Customer Quality dashboard end state

Revenue & Customer Quality dashboard end state

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Build It Yourself

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1. First-Order Value: Referred vs Non-Referred

Two metric tiles side by side:
  • New Customer AOV
  • Non-Referred Customer AOV
Set both to compare against Last year or Previous period, whichever is most relevant. If New Customer AOV is consistently higher, referred customers are spending more on their first orders. A typical pattern: New Customer AOV £85 vs Non-Referred £62. That’s a 37% premium worth showing in any commercial review.

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2. Repeat-Purchase Value

One line chart:
  • New Customer Subsequent Revenue over time (last 12 months).
This is spend from referred customers beyond their first order. A rising line means referred customers are coming back, which is where the long-term commercial case lives.

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3. Headline Revenue

One metric tile:
  • Total Referral Revenue with Compare to previous period.

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The Usual Story

Across most referral programmes, referred customers:
  • Have a higher AOV on first orders than non-referred customers.
  • Repeat purchase at a higher rate.
  • Therefore contribute more subsequent revenue per head over time.
Your dashboard is either confirming this pattern for your programme or highlighting where it’s not holding, which is itself useful.

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Last modified on July 13, 2026