Where you acquired a customer from can have a dramatic influence on their behavior, both in the initial purchase and all later purchases.
These acquisition channels lay down their expectations which can persist for a long time.
Anytime you begin to optimize any metric, take a look at it through the different channels (Repeat Customer Insights will compare them for you automatically). Look for higher than normal, lower, and outlier values.
Eric Davis
Start noticing seasonal spikes in customer behavior
Cohort reports let you detect seasonal spikes as well as long-term retention cycles. Repeat Customer Insights can automatically create cohorts for your Shopify store, going back to your very first order.