> ## Documentation Index
> Fetch the complete documentation index at: https://help.maestra.io/llms.txt
> Use this file to discover all available pages before exploring further.
# Who is a Customer?
A customer in Maestra is any of your customers that we can identify — whether they've placed an order, signed up for a newsletter, or just installed your app. Once a customer lands in your project, Maestra builds them a single profile that tracks who they are, how they engage, and what they've done across every channel.
## What makes someone a customer
Every customer needs at least one **unique contact detail or ID**. Any of the following will do:
* Email address
* Mobile phone number
* Discount card number
* External ID — an ID from your own system (requires a [custom field](/api-integrations/how-to-create-a-custom-field) with field type **Unique ID** and entity **Customer**)
* Mobile app install
* Mobile push device
On top of that, Maestra automatically assigns every customer a **Maestra ID** so you always have a stable internal reference.
## Finding customer profiles
Go to **Customer data platform** → **Customers** to browse every profile in your project.
Click any name to open that customer's profile.
## Navigating the customer profile
### Main section
The main section is stacked top to bottom:
* Top — core contact and personal info: **email, mobile phone, birthdate, gender, area, and time zone**.
* Middle — **IDs and discount cards**, plus an **ID Changelog** with the full history of identifier updates. To the left, an authentication token — click it to copy the customer's auth token to your clipboard.
* Bottom — the **registration date** and **purchase data**. Click the registration date to jump straight to that moment in the activity feed. For [multi-brand](/administration/multibrand) projects, the customer's first registration date and the brand they signed up under are shown here as well.
**Purchase data**
The profile shows three top-line numbers calculated from the customer's lifetime orders:
* **Order count** — how many orders this customer has placed.
* **Average order value** — total order revenue divided by order count.
* **Total spend** — lifetime revenue from this customer. If you have [RFM segmentation](https://help.maestra.io/segments/how-does-rfm-segmentation-work) set up, the customer's RFM segment is shown alongside it.
**A few things worth knowing about purchase data:**
* Only orders that fall into the **Placed**, **Paid**, or **Delivered** order status categories are counted. Deleted orders are excluded.
* Both average order value and total spend are calculated **after** discounts are applied.
* Values can be copied to the clipboard with the **Copy** button. Without the **View and edit personal data** permission, the copied values come through masked.
* Purchase data isn't included in customer exports.
Below the main section, you'll find a row of tabs with a deeper view of the customer — their activity, the segments they belong to, their subscriptions, and other data tied to the profile: [Activity feed](#activity-feed), [Subscriptions](#subscriptions), [Segments](#segments), [Profile changelog](#profile-changelog), [Custom fields](#custom-fields), and [Product lists](#product-lists).
The customer's devices live in a separate panel on the right side of the profile.
### Devices
The **Devices** section gives you a full picture of every device this customer has used to connect with your brand — across apps, browsers, and customers with shared devices.
**Mobile apps**
**Browsers**
**Customers with shared devices** — other customers who've signed in on the same device or app:
### Activity feed
The Activity feed has two tabs: **All activity** and **Bonus points**.
**All activity**
A timeline of everything that's happened with this customer: their own [actions](/customers-orders-and-products/actions/what-is-an-action), anything done on their profile, campaigns sent to them, and personal data updates.
Filter by date range or activity type to zero in on what you're looking for.
**Bonus points**
The customer's current points balance and the full ledger of changes across every bonus account, with the reason for each accrual or deduction.
### Subscriptions
The customer's [opt-in status](/customers-orders-and-products/customers/subscriptions/how-customer-subscriptions-work) across every channel and topic.
### Segments
* **Current Segments** — every [segment](/segments/types-of-customer-segments) (both Scheduled and Static) the customer belongs to right now, along with the date they entered it.
* **Segment history** — when and why the customer entered or left each segment, with the relevant Maestra ID and any merge events flagged. If the profile has been merged with others, you'll see the full segmentation history of every merged customer.
### Profile changelog
Every change to the customer's personal info — email, area, custom fields, and more, including profile merges. For each entry you'll see what changed, when, at which touchpoint, who made the change, and the details of the change itself. Filter by date range to narrow it down.
### Custom fields
All [custom](/api-integrations/how-to-create-a-custom-field) and [computed fields](/api-integrations/computed-fields) stored on this customer profile.
### Product lists
Every product the customer has added to their product lists — favorites, wishlists, and any custom lists you've defined.
## What you can do from a customer profile
From any profile, you can:
* [Edit customer details](/customers-orders-and-products/customers/add-edit-export-delete/how-to-edit-customer-data-in-the-profile)
* [Update subscriptions](/customers-orders-and-products/customers/subscriptions/how-to-subscribe-or-unsubscribe-a-customer-in-their-profile)
* Issue actions
## Adding customers to your project
There are four ways to get customers into Maestra:
* [Manually](/customers-orders-and-products/customers/how-to-add-a-customer-manually-via-the-user-interface), one at a time
* [Bulk import from a file](/customers-orders-and-products/customers/how-to-bulk-import-customers-from-a-file)
* Import from an FTP server
* Via [API](https://developers.maestra.io/docs/bulk-import-of-customers)