A contact is a person whose information you’ve saved in the People tab. They can be added to your list by an import, form, assessment, or purchase.
Total Contacts is the overall number of people who have ever been added to your contacts.
New Contacts is the number of people that have been added in the past 30 days. A Customer is a contact that has purchased or been granted an Offer.
Total Customers is the overall number of contacts that have ever purchased or been granted an Offer.
New Customers is the number of contacts that purchased an Offer in the past 30 days.
Customer Activity is the number of contacts that have logged in to their account in the past 30 days.