Why don't New Customers + Repeat Customers = Customers?
Executive Summary
SourceMedium counts new and repeat customers irrespective of each other. If a customer placed their acquisition order within the date aggregation (day/week/month etc.), they are counted as a new customer. If a customer places a repeat order within the date, they are counted as a repeat customer. If a customer places both their acquisition order and a repeat order within the date aggregation, they will be counted as 1 new customer and 1 repeat customer.
This definition can result in New Customers + Repeat Customers being higher than the Customers figure when customers place their acquisition and repeat order within the date aggregation.
Additional Note: First-time orders which include only gift cards are not counted as new customers by Shopify, but will be counted as new customers by SourceMedium.
| Module | Uniqueness | Examples |
|---|---|---|
| Executive Summary | Daily | If a customer buys 3 times in 1 day, the customer gets counted once as a New Customer and once as a Repeat Customer for the day. |
| If a customer buys 3 times over 3 days, the customer gets counted once as New Customer on the first day and once as a Repeat Customer on each subsequent repeat purchase date. | ||
| If a customer buys 3 times over 3 days, and the date gets rolled up to a week view, the customer gets counted once as New Customer and twice as a Repeat Customer. | ||
| A customer can only be counted once as a New Customer, ever. | ||
| Repurchase Analysis | Monthly | If a customer buys once in July and twice in August, the customer is counted once as a New Customer in July and once as a Repeat Customer in August. |
| If a customer buys 3 orders in July, the customer is counted once as a New Customer and once as a Repeat Customer. | ||
| Last Order Analysis | Absolute | If a customer buys once in July and twice in August, the customer is counted once in August on the date of the third purchase and categorized as Repeat Purchaser. |
| If a customer buys 3 times in July, the customer is counted once on the date of the third purchase and categorized as Repeat Purchaser. |