> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/metrics-and-definitions/metrics/customer-success-for-non-subscription.md).

# Customer Success for non-subscription

Which metrics an e-commerce (non-subscription) dashboard shows and what the words mean

Without subscriptions there is nothing to cancel, so the *E-com Dashboard* is built entirely on the [RFM model](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md) over your configured RFM period. This page lists every tile you will see; the definitions live on the [reference pages](/churned-docs/metrics-and-definitions/metrics.md). The **Learn more** link in a dashboard tooltip brings you to the matching section below.

## Vocabulary

| In the reference                   | On your dashboard                                                                 |
| ---------------------------------- | --------------------------------------------------------------------------------- |
| Customer                           | Customer                                                                          |
| Order                              | Order (purchase)                                                                  |
| Customers (one-off)                | Customers: at least one order in the RFM period                                   |
| Churned                            | Customers whose single order is about to leave the RFM period without a follow-up |
| Subscription, ARR, MRR, churn loss | not applicable                                                                    |

## E-com Dashboard tiles

### RFM segments

*Eight segments from Champion to Lost*, each with its share of total orders, total value and total customers. Click a segment to open the customers in it. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#rfm-segments)

### Customers

*Customers that made a purchase in the last RFM period.* [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#customers)

### Retention rate

*Percentage of returning customers*: active customers that ordered more than once within the RFM period. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#retention-rate)

### Average Order Value (AOV)

*The average amount of money spent per order* over the RFM period. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-value-aov)

### Average Order Frequency (AOF)

*The average number of orders per customer* over the RFM period. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#average-order-frequency-aof)

### Expected Average Customer Value (Expected ACV)

*The expected revenue value of an active customer* over an RFM period, smoothed over time. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#expected-average-customer-value-expected-acv)

### Cohort analysis

*The percentage of returning customers per cohort*, with a *Per Order* and a *Per Month* tab. [Definition](/churned-docs/metrics-and-definitions/metrics/rfm-model-and-one-off-metrics.md#cohort-analysis-one-off)

## E-com Segments and Customers page

Per customer the RFM segment and previous segment, last order date, order count, AOV and total order value.

## Notes

* The RFM period is the single most important setting: a period that is too short pushes seasonal buyers into *At Risk* or *Lost*, a period that is too long hides real lapses. Ask your Churned contact to review it against your reorder cycle.
* Segments are recalculated daily, so a customer moves from *New* to *Potential Loyalist* the day their second order lands.
* Churn prediction, health score and risk drivers are not part of the standard e-commerce dashboard. When a next-best-moment or reactivation model is configured for your shop, its output is delivered through the Co-pilot and your marketing integration rather than as dashboard tiles.

{% hint style="info" %}
Playbooks per RFM segment: [RFM-Model](/churned-docs/metrics-and-definitions/rfv-model-segment-best-practices/rfm-model.md).
{% endhint %}