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Revenue by Tag Documentation

Menu Location: Reports > Finance > Revenue by tag

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Revenue by Tag page provides powerful revenue segmentation analytics based on customer tags. This report helps you understand which customer segments (defined by tags) generate the most revenue, allowing for data-driven marketing and business decisions.

Primary Functions:

  • Analyze revenue by customer tag
  • Compare revenue across different customer segments
  • Track tagged customer performance over time
  • Identify high-value customer segments
  • Measure ROI of marketing campaigns by segment
  • Export revenue data by tag

Page Layout

Header Section

  • Page Title: "Revenue by tag"
  • Alpha Badge: Indicates feature in active development

Filter Controls

  • Date range selector
  • Tag selection dropdown
  • Report type options

Revenue Table

Displays revenue breakdown by tag with columns:

  • Tag name
  • Customer count
  • Total revenue
  • Average revenue per customer
  • Revenue percentage of total

Summary Statistics

  • Total revenue across all tags
  • Average customer value
  • Top performing tags

Understanding Tags

What are Customer Tags?

Tags are labels applied to customer accounts for segmentation and organization:

Marketing Tags:

  • Campaign identifiers (e.g., "SUMMER2026")
  • Source tracking (e.g., "Facebook Ad", "Google Ads")
  • Promotion participants (e.g., "Free Shipping Promo")

Behavioral Tags:

  • Customer status (e.g., "VIP", "High Value", "At Risk")
  • Engagement level (e.g., "Active Buyer", "Dormant")
  • Purchase patterns (e.g., "Weekly Shopper", "Monthly")

Demographic Tags:

  • Customer type (e.g., "Business", "Residential")
  • Location-based (e.g., "Route 5", "Downtown")
  • Preference-based (e.g., "Organic Only", "Gluten Free")

Why Revenue by Tag Matters

Business Intelligence:

  • Identify which segments are most profitable
  • Allocate marketing budget to high-ROI segments
  • Understand customer lifetime value by segment
  • Track campaign performance financially

Strategic Planning:

  • Which customer types to acquire more of
  • Where to invest in customer retention
  • Which segments need improvement
  • Product development priorities

Report Metrics

Revenue Metrics by Tag

Total Revenue:

  • Sum of all completed order revenue from tagged customers
  • Includes only paid/completed orders
  • Excludes refunds and cancelled orders

Customer Count:

  • Number of unique customers with this tag
  • Active and inactive customers included
  • Shows segment size

Average Revenue per Customer:

  • Total revenue ÷ customer count
  • Indicates customer value in segment
  • Use to identify high-value segments

Revenue Percentage:

  • This tag's revenue ÷ total revenue × 100
  • Shows segment's contribution to overall business
  • Helps prioritize segments

Order Count:

  • Total orders from tagged customers
  • Shows engagement frequency
  • Compare to customer count for activity rate

Comparative Analysis

Segment Comparison:

  • Side-by-side tag performance
  • Rank tags by revenue
  • Identify outliers
  • Spot trends

Time Period Comparison:

  • Month-over-month by tag
  • Quarter-over-quarter analysis
  • Year-over-year growth
  • Seasonal patterns by segment

Common Use Cases

Use Case 1: Measure Campaign ROI

Goal: Determine if marketing campaign generated profitable revenue

Steps:

  1. Identify campaign tag (e.g., "SpringPromo2026")
  2. Open Revenue by Tag page
  3. Select date range covering campaign period
  4. Find campaign tag in results
  5. Note total revenue from tagged customers
  6. Calculate: Campaign revenue - Campaign cost = ROI
  7. Note average revenue per customer
  8. Compare to non-campaign customers

Example Analysis:

  • Campaign: "SpringPromo2026"
  • Tagged customers: 250
  • Total revenue: $45,000
  • Avg revenue/customer: $180
  • Campaign cost: $5,000
  • ROI: $40,000 (800% return)

Decision: Highly successful, replicate this campaign

Use Case 2: Identify VIP Customer Value

Goal: Understand revenue contribution from VIP segment

Steps:

  1. Open Revenue by Tag
  2. Find "VIP" tag in results
  3. Note total revenue from VIP customers
  4. Note customer count
  5. Calculate percentage of total revenue
  6. Compare avg revenue to non-VIP customers
  7. Document findings for executive team

Example:

  • VIP customers: 150 (5% of total customers)
  • VIP revenue: $180,000 (25% of total revenue)
  • Avg VIP value: $1,200/customer
  • Avg non-VIP value: $240/customer
  • VIP customers worth 5x more!

Action Items:

  • Invest in VIP retention programs
  • Create path for customers to reach VIP status
  • Offer exclusive VIP benefits
  • Protect VIP relationships

Use Case 3: Compare Marketing Channel Performance

Goal: Determine which acquisition channels bring most valuable customers

Steps:

  1. Tag customers by source (Facebook, Google, Referral, etc.)
  2. Open Revenue by Tag
  3. Set date range to last quarter
  4. Compare revenue by source tag:
    • Facebook Ads
    • Google Ads
    • Referral Program
    • Organic Search
  5. Note avg revenue per customer for each
  6. Calculate ROI considering ad spend per channel
  7. Reallocate budget to highest ROI channels

Example Results:

  • Google Ads: $80K revenue, 400 customers, $200 avg
  • Facebook Ads: $60K revenue, 500 customers, $120 avg
  • Referrals: $45K revenue, 150 customers, $300 avg!

Insight: Referral customers most valuable, invest more in referral program

Use Case 4: Segment Customer Base

Goal: Understand revenue distribution across customer types

Steps:

  1. Ensure customers tagged by type (Individual, Business, Wholesale)
  2. Open Revenue by Tag
  3. Review revenue by customer type
  4. Calculate percentage of revenue from each type
  5. Identify fastest-growing segment
  6. Note average order values per type
  7. Develop segment-specific strategies

Strategic Questions:

  • Should we focus more on business customers?
  • Is wholesale worth the lower margins?
  • Are individual customers our growth opportunity?

Use Case 5: Track At-Risk Customer Revenue Impact

Goal: Measure revenue at risk from churning customers

Steps:

  1. Tag at-risk customers (haven't ordered in 60+ days)
  2. Open Revenue by Tag
  3. Find "At Risk" or "Churn Risk" tag
  4. Note historical revenue from these customers
  5. Calculate potential annual revenue loss
  6. Estimate retention program cost
  7. Determine if retention program worth investment

Example:

  • At-risk customers: 200
  • Historical avg revenue: $500/year each
  • Potential annual loss: $100,000
  • Retention program cost: $15,000
  • If 50% retained: Save $50,000, invest $15,000 = $35K net benefit

Decision: Launch retention program immediately

Filtering and Date Ranges

Date Range Selection

Predefined Ranges:

  • Last 30 days
  • Last quarter
  • Last year
  • Year to date
  • All time

Custom Range:

  • Select specific start and end dates
  • Useful for campaign-specific analysis
  • Event-driven reporting

Best Practices:

  • Use consistent ranges for month-to-month comparison
  • Include full months (not partial)
  • Account for seasonality in comparisons
  • Consider customer lifetime (new vs established tags)

Tag Filtering

All Tags:

  • Shows every tag in system
  • Overwhelming for large tag libraries
  • Good for discovery

Specific Tags:

  • Select one or multiple tags
  • Compare selected tags directly
  • Focus analysis

Tag Groups:

  • Marketing tags only
  • Customer type tags only
  • Status tags only

Exporting Data

CSV Export

What's included:

  • Tag name
  • Customer count
  • Revenue metrics
  • Percentage calculations
  • Date range information

Use exported data for:

  • Executive presentations
  • Budget planning
  • Marketing analysis
  • Financial reporting
  • Trend analysis in Excel

Troubleshooting

No Data Showing

Check:

  1. Verify date range includes tagged customers
  2. Confirm customers actually have tags applied
  3. Check if tags were applied before date range
  4. Verify orders exist in selected period

Revenue Seems Incorrect

Possible Causes:

  • Customer has multiple tags (counted in each)
  • Refunds not excluded properly
  • Date range includes/excludes key orders
  • Tag applied after orders were placed

Solution: Cross-reference with customer detail pages

Tags Not Appearing

Reasons:

  • No revenue in selected time period
  • Tag was deleted
  • No customers currently have this tag
  • Tag applied after date range
  • Customers - Apply and manage customer tags
  • Customer Engagement - Customer activity metrics
  • Credits Report - Promotional credit analysis
  • Weekly Report - Overall revenue metrics

Permissions & Access

Required Access Level: Manager or higher

Access Levels:

  • Manager: View reports, export data
  • Administrator: All features + tag management
  • Kiva Admin: All features + database access

Best Practices

Tagging Strategy

  1. Create consistent tag naming convention
  2. Tag new customers at signup
  3. Tag campaign participants immediately
  4. Review and clean old tags quarterly
  5. Document tag meanings

Analysis Frequency

  1. Review monthly for trends
  2. Analyze after each campaign
  3. Quarterly segment review
  4. Annual strategic planning

Things to Avoid

  • Don't over-tag (keeps data clean)
  • Don't change tag names (breaks historical data)
  • Don't delete tags with historical significance
  • Don't ignore low-revenue segments (may have potential)

Quick Reference Card

Task Action/Location
View VIP customer revenue Find "VIP" tag in report
Measure campaign success Filter by campaign tag, check total revenue
Compare customer segments Select multiple tags, view side-by-side
Find most valuable segment Sort by avg revenue per customer
Export for presentation Click CSV export button
Track channel performance Compare source tags (Google, Facebook, etc.)
Identify growth opportunities Look for high avg value, low customer count
Measure retention program impact Compare "At Risk" tag before/after program

FAQs

Can one customer appear in multiple tag revenues?

Yes, if a customer has multiple tags, their revenue counts toward each tag's total. This is normal and expected for multi-tag analysis.

How do I know which tags to create?

Start with: marketing campaigns, customer sources, customer types, and VIP status. Add tags as specific business needs arise.

What's a good average revenue per customer?

Varies by industry. Track your baseline and aim for 10-20% growth annually. Compare segments to each other rather than absolute numbers.

Should I delete old campaign tags?

No - keep for historical analysis. You can make them inactive or archive them, but maintain the data for trend analysis.

How often should I review this report?

Monthly minimum. After each major campaign. Quarterly for strategic planning. Annually for year-over-year comparison.

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.