ProfitPulse Score: Measure Your Business Health in One Number
Discover ProfitPulse Score, a 0-100 metric that combines profitability and customer health. Learn how to track customer lifetime value, retention, and boost your score.
You know your profit margin. You know how many customers you have. But do you know how healthy your business actually is? That's where ProfitPulse Score comes in.
It's a single number from 0 to 100 that tells you exactly how well your store is performing. Not just how profitable you are, but how well you're turning customers into repeat buyers. The higher your score, the healthier your business.
In this guide, you'll learn what ProfitPulse Score is, how it's calculated, and most importantly, how to improve it. We'll also show you how to use the new Customers page (currently in beta) in your ProfitOne dashboard to dive deep into customer lifetime value, retention rates, and cohort analysis.
Beta Feature
The Customers page and ProfitPulse Score are currently in beta and available to Enterprise plan users. We're actively improving these features based on user feedback. If you notice any issues or have suggestions, please let us know.
What you'll need
What is ProfitPulse Score?
ProfitPulse Score is a 0-100 metric that combines two critical aspects of your business: profitability and customer health. Think of it as a health check for your entire store.
A score of 72 means you're doing well, but there's room to grow. A score of 90+ means you've got a strong, profitable business with loyal customers. Below 50? Time to focus on either improving margins or building better customer relationships.
Why one number matters
Instead of juggling profit margins, retention rates, and customer counts separately, ProfitPulse Score gives you one clear metric to track. It's like a credit score for your business. Easy to understand, easy to improve.
How ProfitPulse Score is calculated
The formula is simple: Profitability Base Score multiplied by Customer Health Multiplier. Let's break that down.
Part 1: Profitability Base Score (0-80 points)
This is the foundation. Your profit margin determines your base score. The higher your margin, the higher your base. Here's how it maps out:
| Profit Margin | Base Score | Rating |
|---|---|---|
| 50%+ | 80 | Legendary |
| 30% | 65 | Excellent |
| 20% | 50 | Healthy |
| 10% | 35 | Average |
| Less than 5% | 10-20 | At Risk |
Say you have a 50% profit margin. That gives you a base score of 80. That's your foundation. Now let's see how customer health can amplify or reduce it.
Part 2: Customer Health Multiplier (0.8x to 1.25x)
This is where it gets interesting. Your customer health multiplier can boost your score up to 25% or reduce it by 20%. It's calculated based on two things: how many of your customers are active, and how many are loyal repeat buyers.
The formula is simple: (Active Customer % × 0.5) + (Loyal Customer % × 0.5). Active means they bought something in the last 90 days. Loyal means they've made 2 or more purchases total.
| Health Rating | Multiplier | Impact |
|---|---|---|
| 50%+ (Elite) | 1.25x | Maxes out at 100 |
| 35% (Good) | 1.1x | +10% boost |
| 25% (Average) | 1.0x | No change |
| 10-25% (Poor) | 0.9x | -10% reduction |
| Less than 10% (Critical) | 0.8x | -20% reduction |
Let's say you have that 80 base score, but your customer health is at 18%. That puts you in the "Poor" category with a 0.9x multiplier. Your final score? 80 × 0.9 = 72. Good, but not great.
Why the multiplier matters
Even with amazing profit margins, if your customers only buy once and disappear, you're leaving money on the table. The multiplier rewards you for building a loyal customer base that keeps coming back.
Real example: how it works
Let's say you run a Shopify store selling fitness gear. Here's your situation:
Your Foundation
50% profit margin = 80 base score. You're crushing it on profitability.
Your Opportunity
18% active customers, 15% loyal = 16.85% health rating. This gives you a 0.9x multiplier.
Your final ProfitPulse Score: 80 × 0.9 = 72. That's a solid B- or C+. You've got great margins, but you're not maximizing your customer relationships.
The breakdown in your ProfitOne dashboard shows you exactly this. It celebrates your strong profitability (green section) and highlights your opportunity to improve customer health (blue section). Then it shows you the path to 100.
Understanding the Customers page (Beta)
The Customers page in ProfitOne is where you dive deep into customer analytics. It's currently in beta and available on Enterprise plans. The page gives you three main views: Overview, Lifetime Value, and All Customers.
What "beta" means
Beta means we're still refining these features based on real user feedback. The core functionality works, but you might see small improvements and updates over time. We're committed to making this the best customer analytics tool for Shopify stores.
Overview tab: your business health snapshot
This is where you'll see your ProfitPulse Score front and center. Click "View Breakdown & Boost Your Score" to see exactly how your score is calculated and what you can do to improve it.
You'll also see a trends chart showing new customers and average LTV over the last 12 months. This helps you spot patterns. Are you acquiring more customers but their LTV is dropping? That's a red flag.
📸 Screenshot: ProfitPulse Score card with breakdown view showing foundation, amplifier, and path to 100
Below the chart, you'll see customer segments: Active, Recent, At Risk, and Inactive. This tells you how your customer base is distributed. Too many inactive customers? Time to run a re-engagement campaign.
Lifetime Value tab: cohort analysis
This is where it gets really powerful. LTV cohorts show you how much customers are worth over time, grouped by when they first purchased.
Each row is a cohort (customers who first bought in a specific month). Each column shows a time period (Month 0, Month 1, Month 2, etc.) from their first purchase. The cells show cumulative lifetime value, so you can see how each cohort performs as they age.
Why cohorts matter
Cohorts let you compare customers at the same lifecycle stage. Maybe your January 2024 cohort has a higher LTV than your March 2024 cohort. That tells you something changed in your product, marketing, or customer experience.
You can toggle between different views: currency, customer count, retention percentage, or LTV. You can also switch between cumulative (total up to that point) and period-specific (just that month) values.
The heatmap uses color intensity to show performance. Darker blue means higher values. Hover over any cell to see detailed metrics: cumulative LTV, period LTV, active customers, and retention rate.
📸 Screenshot: LTV cohort table with heatmap showing different cohorts and their performance over time
All Customers tab: search and segment
This is your customer database. Search by name or email, filter by segment (Active, At Risk, Inactive), and see detailed information about each customer.
For each customer, you'll see total orders, lifetime value, first purchase date, last purchase date, and status. This helps you identify your best customers and spot opportunities for re-engagement.
How to improve your ProfitPulse Score
Improving your score comes down to two things: boosting your profitability base or improving your customer health multiplier. Here's how to tackle both.
Boost your profitability base score
If your base score is low, focus on improving your profit margins. Here are the most effective ways:
Reduce product costs
Negotiate better supplier rates, buy in bulk, or find alternative suppliers. Even a 5% reduction in COGS can significantly boost your margin.
Optimize ad spend
Use profit-based ROAS instead of revenue ROAS. Kill campaigns that look profitable but actually lose money after costs. Focus on channels with better margins.
Focus on high-margin products
Use the Products page in ProfitOne to identify your most profitable items. Push those harder and consider discontinuing low-margin products.
Improve your customer health multiplier
This is where most stores have the biggest opportunity. Turning one-time buyers into repeat customers can boost your multiplier from 0.9x to 1.25x. That's a 39% increase in your final score.
Set up a welcome email series
Send a series of 3-5 emails over the first 30 days. Share your story, offer tips related to your product, and include a discount for their second purchase. This is the easiest way to increase repeat purchase rate.
Create a loyalty program
Reward customers for coming back. Points, discounts, early access to sales. Even a simple "buy 5, get 1 free" program can dramatically increase repeat purchases.
Re-engage inactive customers
Use the "At Risk" and "Inactive" segments in the Customers page to identify customers who haven't bought in a while. Send them a win-back email with a special offer.
Offer subscription or auto-replenish
If you sell consumable products, offer a subscription option. This guarantees repeat purchases and significantly improves your customer health metrics.
Quick win: the 30-day follow-up
The biggest drop-off happens between the first and second purchase. Set up an automated email that goes out 30 days after their first order. Offer a small discount or share new products. This single change can increase your repeat purchase rate by 20-30%.
Reading your score breakdown
When you click "View Breakdown & Boost Your Score" in the ProfitOne dashboard, you'll see three sections that tell a clear story.
Section 1: Your Foundation (The Celebration)
This is the green section. It shows your profit margin and base score. If you have a 50% margin and an 80 base score, this section celebrates that. It's your engine. Your foundation. The thing that makes everything else possible.
Don't skip this section. Understanding your base score helps you know where you stand. If your base is low, you know you need to focus on profitability first. If it's high, you can focus on customer health.
Section 2: Your Amplifier (The Opportunity)
This is the blue section. It shows your customer health rating and multiplier. It explains how your current customer health is affecting your score.
This section is framed as an opportunity, not a failure. Even if your multiplier is 0.9x, it's showing you the path forward. Turn more first-time buyers into repeat customers, and you can boost that multiplier to 1.25x.
Section 3: Your Path to 100 (The Goal)
This shows you three scenarios: your current score, your next level score, and your perfect score. It's a visual roadmap.
Current might be 72 (80 base × 0.9x). Next level might be 80 (80 base × 1.0x). Perfect is 100 (80 base × 1.25x). Each step shows you exactly what multiplier you need to hit that level.
Below that, you'll see an actionable tip. Something like "Focus on re-engaging customers after their first purchase. A simple 'Welcome' email series can increase your active customer rate and boost your multiplier."
Common mistakes to avoid
Ignoring customer health because profit is good
Even with a 50% profit margin, if you're only getting one purchase per customer, you're leaving money on the table. A 0.9x multiplier on an 80 base score costs you 8 points. That's the difference between a 72 and an 80. Focus on both profitability and retention.
Only looking at revenue, not profit
Your ProfitPulse Score is based on profit margin, not revenue. If you're doing $100K in revenue but only 10% margins, your base score is 35. Focus on improving margins before worrying about customer health. You can't multiply your way out of low profitability.
Not tracking customer lifetime value
If you don't know which customers are worth the most over time, you're flying blind. Use the LTV Cohorts tab to see which customer segments are most valuable. Then focus your marketing and retention efforts on those segments.
Trying to improve everything at once
Pick one thing. If your base score is low, focus on profitability. If your multiplier is low, focus on customer retention. Don't try to do both simultaneously. You'll spread yourself too thin and see slower results.
Frequently asked questions
What's a good ProfitPulse Score?
A score of 70-80 is solid. You've got a profitable business with decent customer retention. 80-90 is excellent. You're maximizing both profitability and customer relationships. 90+ is exceptional. You've built a sustainable, profitable business with loyal customers. Below 50? Time to focus on either improving margins or building better customer relationships.
How often does my score update?
Your ProfitPulse Score updates in real-time as new orders come in and costs are tracked. The score is calculated based on the last 90 days of data, so it reflects your recent performance, not just historical data.
Can I improve my score if my profit margin is low?
Yes, but focus on profitability first. A high customer health multiplier (1.25x) on a low base score (20) only gets you to 25. Improve your margins to get a higher base score, then work on customer retention. The multiplier amplifies what you already have.
What's the difference between active and loyal customers?
Active customers bought something in the last 90 days. Loyal customers have made 2 or more purchases total. Both matter for your health rating. A customer who bought 6 months ago but made 5 purchases is loyal but not active. A customer who bought last week but only once is active but not loyal. You want both.
Do I need the Enterprise plan to see ProfitPulse Score?
Yes, the Customers page with ProfitPulse Score is currently in beta and available on Enterprise plans. This gives you access to advanced customer analytics, LTV cohort analysis, and detailed customer segmentation. If you're serious about understanding your customer base, it's worth the upgrade. We're actively improving these features based on user feedback.
What does "beta" mean for the Customers page?
Beta means the feature is fully functional but still being refined. You'll get all the core functionality: ProfitPulse Score, LTV cohorts, customer segments, and customer search. We're actively collecting feedback and making improvements. If you notice anything that could be better, we want to hear about it.
Related resources
How to Track Profits on Shopify (Not Just Revenue)
Learn the fundamentals of profit tracking and why revenue alone isn't enough.
ProfitOne vs Excel: Why Automation Beats Manual Tracking
See how automated profit tracking saves time and improves accuracy.
Ready to see your ProfitPulse Score?
Connect your Shopify store to ProfitOne and get instant access to ProfitPulse Score, customer analytics, and LTV cohort analysis. See exactly how healthy your business is and get actionable insights to improve.
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