The New vs Existing Customers dashboard focuses on the differing behaviours between new and existing customers. Retail Analytics determines whether a customer is new or existing by looking at your entire order history. Each customer is only defined as 'new' when they place their first order with you; after that point they are defined as 'existing' no matter how long it has been since their previous order.
KPI definitions
New Visitors: The number of sessions from visitors who, according to Google's tracking snippet, have never been to your site before and are initiating their first session on your site.
Customers Acquired: The number of new customers you acquired, i.e. the number of customers who placed an order with you for the first time.
New Customer Gross Revenue: The gross revenue associated with orders placed by new customers.
New Customer Revenue %: The proportion of overall gross revenue that came from new customers.
Formula: new customer gross revenue/total gross revenueNew Customer Gross Profit Margin %: The gross profit percentage of the orders placed by new customers including tax.
Formula: (new customer gross revenue - new customer gross cost of goods sold - new customer shipping cost)/new customer gross revenueNew Customer AOV: The average value of orders placed by new customers.
Formula: new customer gross revenue/number of orders placed by new customersNew Customer Discount %: The percentage of revenue lost to checkout discounts for new customer orders. This accounts for discounts applied at checkout only, e.g. a promo code. This does not include discounts as a result of marking items down.
Formula: new customer checkout discount amount/(new customer gross revenue + new customer checkout discount amount)CAC: Customer Acquisition Cost, or the average ad spend per new customer
Formula: ad spend/customers acquired
Returning Visitors: The number of sessions from visitors who, according to Google's tracking snippet, have been to your site before.
Formula: total sessions - new visitorsExisting Customers: The number of unique existing customers who placed an order in the selected date range.
Existing Customer Gross Revenue: The gross revenue associated with orders placed by existing customers.
Existing Customer Revenue %: The proportion of overall gross revenue that came from existing customers.
Formula: existing customer gross revenue/total gross revenueExisting Customer Gross Profit Margin %: The gross profit percentage of the orders placed by existing customers including tax.
Formula: (existing customer gross revenue - existing customer gross cost of goods sold - existing customer shipping cost)/existing customer gross revenueExisting Customer AOV: The average value of orders placed by existing customers.
Formula: existing customer gross revenue/number of orders placed by existing customersExisting Customer Discount %: The percentage of revenue lost to checkout discounts for existing customer orders. This accounts for discounts applied at checkout only, e.g. a promo code. This does not include discounts as a result of marking items down.
Formula: existing customer checkout discount amount/(existing customer gross revenue + existing customer checkout discount amount)Existing Customer Order Frequency: The average number of orders placed by each existing customer in your selected date range.
Formula: number of orders placed by existing customers/number of existing customers