DAX RFM Scores (Recency, Frequency, Monetary) Measure

Notes

Combine these three measures with PERCENTRANK.INC or manual banding to assign 1-5 scores for a full RFM segmentation model.

Requirements

• A fact table with customer ID, order date and order ID columns.

Builds on these measures

• Total SalesSums a revenue column across whatever filter context is currently applied.

How to use this measure

1. In Power BI Desktop, select the table that should hold the measure and choose New measure on the ribbon.
2. Paste the code, then replace the placeholder table and column names with your own. The My table names fields above do this for you.
3. Run it through the DAX Formatter if you want it laid out in your team's style.

Related DAX measures

• Average Customer TenureAverages how many days have passed between each customer's first and most recent purchase.
• Active Customers (Last 90 Days)Counts distinct customers who made at least one purchase in the trailing 90 days.
• New CustomersCounts customers whose very first purchase (ever) falls inside the current date filter.
• Days Between OrdersAverages the number of days between a customer's consecutive orders.
• Customer Lifetime ValueA simplified CLV: total revenue per customer across all time.
• Repeat Purchase RateExpresses the percentage of customers who placed more than one order, out of all customers.

More DAX resources

Browse all 175 measures in the Power BI DAX Measures Library, or search the library for something similar to RFM Scores (Recency, Frequency, Monetary).