Customers > Customer Directory groups bookings by customer email to show history, contact details, booking count, lifetime value, and the latest event. Reports > Performance Overview summarizes broader operating patterns.

Keep the data meaningful

• Use the same customer email on repeat bookings when it is still valid.
• Correct duplicates instead of intentionally creating slightly different customer records.
• Record prices, statuses, payments, sources, and event dates consistently.
• Use trends to ask questions; open the underlying bookings before acting.