Buyer Profile Report – Fetchbase

Overview

The Buyer Profile Report shows you who purchased during a specific launch or promotional period — along with how many were first-time buyers and how many were returning customers.

This information helps you understand whether your messaging connected more with new buyers or existing customers. For long-term growth, you’ll likely want a healthy mix of both. Based on what you learn, you can make smarter decisions about which audience to focus on in future launches.

When to use this report

Use the Buyer Profile Report if you want to:

Understand whether your launch attracted new buyers, returning buyers, or both

Improve future launches by tailoring your messaging to the right audience

Requirements for using this report

You’ll need two specific tags set up before your launch starts.

Event Tag

This tag identifies subscribers who purchased during this launch.

It should be unique to the launch (e.g. Birthday Sale 2025 )

The tag must be applied at the time of purchase. Fetchbase uses the timestamp to determine who bought during the date range.

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Example setup

If you’re using a checkout tool like ThriveCart, you can create an automation rule to automatically apply a Kit tag on purchase.

New Buyer Tag

This tag is optional but recommended. It allows Fetchbase to show the breakdown between new and returning buyers.

It should be applied when someone makes their first-ever purchase from you.

You can define “first-ever purchase” as the first time someone makes a paid purchase (greater than $0) or you can choose to include $0 purchases from bundles, discounts, or special promotions).

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Good to know

In Kit, the same tag can’t be added to a subscriber more than once. As long as the tag isn’t removed, the original timestamp stays intact, making that first-ever purchase date a permanent data point.

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Example setup

You can use Zapier or a similar automation tool to automatically apply a Kit tag when someone makes a paid purchase.

Trigger: New product purchase

Filter: Only continue if order total is greater than 0

Action: Add tag to subscriber

How to use this report

In the left sidebar, go to Reports > Buyer Profile Report.

Select the Purchase Tag.

Set the date range for when the purchase tag was applied (default: last 365 days).

(Optional) Select the New Buyer Tag to enable the new vs. returning buyer breakdown.

Click Apply Filter.

Notes

If no New Buyer Tag is selected, the report will show a list of all buyers during the launch without distinguishing between new and returning customers.

Data is based on when each tag was first applied. Please make sure tags are set up ahead of your launch.

Columns

Purchase Date	The date the subscriber made the purchase (based on tag timestamp)
First Name	Subscriber’s first name
Email	Subscriber’s email address
Buyer Status	Indicates whether the buyer is New or Returning
Total New	Total number of new buyers (shown at the bottom of the report)
Total Returning	Total number of returning buyers (shown at the bottom of the report)