> ## Documentation Index
> Fetch the complete documentation index at: https://docs.fanfare.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Consumer Details

> View and manage individual consumer profiles with detailed metrics

The consumer detail page provides a comprehensive view of an individual consumer, including their profile information, engagement metrics, and participation history.

## Accessing Consumer Details

Click on any consumer in the consumers list to view their detail page.

*Caption: The consumer detail page shows comprehensive profile information*

## Profile Header

The header section displays key consumer information at a glance.

### Contact Information

| Field      | Description                |
| ---------- | -------------------------- |
| **Name**   | Consumer's full name       |
| **Email**  | Primary email address      |
| **Phone**  | Phone number (if provided) |
| **Status** | Active or Inactive badge   |

### RFM Engagement Chart

The radar chart visualizes the consumer's engagement across three dimensions:

| Dimension     | Description                             |
| ------------- | --------------------------------------- |
| **Activity**  | How recently and frequently they engage |
| **Frequency** | How often they make purchases           |
| **Monetary**  | Their total spend and value             |

The chart shows percentile rankings compared to other consumers in your organization.

*Caption: The RFM chart shows engagement relative to other consumers*

## Metrics Cards

Six metric cards provide insights into different aspects of the consumer:

### Customer Value Card

| Metric         | Description                         |
| -------------- | ----------------------------------- |
| **LTV**        | Lifetime value (total spend)        |
| **AOV**        | Average order value                 |
| **Percentile** | Ranking compared to other consumers |

*Caption: Track lifetime value and average order value*

### Purchase Recency Card

| Metric             | Description                        |
| ------------------ | ---------------------------------- |
| **Last Order**     | Time since last purchase           |
| **Order Cadence**  | Average days between orders        |
| **Recency Status** | Fresh, Active, At Risk, or Dormant |

### Recency Status Definitions

| Status      | Criteria   | Description              |
| ----------- | ---------- | ------------------------ |
| **Fresh**   | \< 7 days  | Recently engaged         |
| **Active**  | 7-30 days  | Regular engagement       |
| **At Risk** | 30-60 days | May be churning          |
| **Dormant** | > 60 days  | Has not engaged recently |

### Engagement Health Card

| Metric            | Description                    |
| ----------------- | ------------------------------ |
| **Response Rate** | Percentage of messages engaged |
| **Last Engaged**  | Date of most recent engagement |

### Location Context Card

| Metric             | Description                         |
| ------------------ | ----------------------------------- |
| **Location**       | City, region, or country            |
| **Timezone**       | Consumer's local timezone           |
| **Best Send Time** | Recommended time for communications |

The best send time is calculated based on when the consumer typically engages, bucketed into standard windows:

| Window    | Time Range | Recommendation |
| --------- | ---------- | -------------- |
| Morning   | 6am-10am   | 8am            |
| Midday    | 10am-2pm   | 12pm           |
| Afternoon | 2pm-6pm    | 3pm            |
| Evening   | 6pm-10pm   | 7pm            |

### Account Health Card

| Metric          | Description                                 |
| --------------- | ------------------------------------------- |
| **Bot Risk**    | Likelihood of being a bot (Low/Medium/High) |
| **Return Rate** | Percentage of orders returned               |
| **Churn Risk**  | Likelihood of churning                      |

### Bot Risk Levels

| Level      | Score Range | Description                     |
| ---------- | ----------- | ------------------------------- |
| **Low**    | 0-30%       | Likely a real customer          |
| **Medium** | 30-70%      | Some suspicious patterns        |
| **High**   | 70-100%     | High likelihood of bot activity |

### Loyalty Card

| Metric             | Description                    |
| ------------------ | ------------------------------ |
| **Loyalty Score**  | Overall loyalty points         |
| **Activity Rank**  | Activity score (1-5)           |
| **Frequency Rank** | Purchase frequency score (1-5) |
| **Monetary Rank**  | Spending score (1-5)           |

## Editing Consumer Information

To update consumer details:

1. Click the **Edit** button on the detail page
2. Modify the desired fields
3. Click **Save** to apply changes

### Editable Fields

| Field             | Editable | Notes                    |
| ----------------- | -------- | ------------------------ |
| **Full Name**     | Yes      | Consumer's display name  |
| **Email**         | Yes      | Primary identifier       |
| **Phone**         | Yes      | E.164 format recommended |
| **Status**        | Yes      | Active or Inactive       |
| **Loyalty Score** | Yes      | Manual adjustment        |
| **Tags**          | Yes      | Add or remove tags       |

### Non-Editable Fields

| Field                | Reason                        |
| -------------------- | ----------------------------- |
| **LTV**              | Calculated from order history |
| **AOV**              | Calculated automatically      |
| **Activity Metrics** | Derived from engagement data  |
| **Created At**       | System timestamp              |

## Consumer Tags

Tags help categorize and segment consumers.

### Adding Tags

1. Click the **Tags** section
2. Type a new tag name
3. Press Enter to add

### Common Tags

| Tag Type       | Examples                   |
| -------------- | -------------------------- |
| **VIP Status** | VIP, Premium, Gold         |
| **Source**     | Import, Klaviyo, Shopify   |
| **Behavior**   | High-Value, Frequent-Buyer |
| **Campaign**   | Spring-Sale, Beta-Tester   |

## Sync Sources

View external integrations linked to this consumer:

*Caption: View integration sync status for the consumer*

| Information     | Description                       |
| --------------- | --------------------------------- |
| **Source**      | Integration name (e.g., Klaviyo)  |
| **External ID** | ID in the external system         |
| **Last Synced** | When data was last synchronized   |
| **Status**      | Sync status (synced, error, etc.) |

## Deleting Consumers

To delete a consumer:

1. Navigate to the consumer detail page
2. Click the **Actions** menu
3. Select **Delete**
4. Confirm the deletion

<Warning>
  Deleting a consumer removes all associated data including activity history, audience memberships, and experience participation records. This action cannot be undone.
</Warning>

## Data Privacy Actions

### Export Consumer Data

Download all data associated with a consumer:

1. Click **Actions** > **Export Data**
2. Select data to include
3. Download the file

### Delete Consumer Data

For GDPR/CCPA compliance:

1. Click **Actions** > **Delete Data**
2. Confirm the deletion request
3. Data is permanently removed

## Related Guides

* [Consumer Activity](/dashboard/consumers/consumer-activity) - View activity timeline
* [Consumers Overview](/dashboard/consumers/overview) - Manage consumer list
* [Audiences](/dashboard/audiences/overview) - Segment consumers