Customer Metrics | Upstack Documentation

Customer metrics track acquisition and retention by segmenting orders into new and returning customers. Use these to understand your customer mix and loyalty trends.

Data Source: Shopify
Metrics: 8

Metrics in This Group

Metric	Description	When to Use
Unique Customers	Distinct customers who placed orders	Count total customer base
New Customers	First-time customers	Track customer acquisition
Returning Customers	Customers with prior purchases	Track customer retention
New Customer %	Percentage of orders from new customers	Monitor acquisition vs retention mix
Returning Customer %	Percentage of orders from returning customers	Track repeat purchase rate
New Customer Gross Rate	New customer revenue as % of gross	Revenue contribution by segment
Returning Customer Gross Rate	Returning customer revenue as % of gross	Retention revenue share
Average Orders Per Customer	Average number of orders per customer	Measure purchase frequency

How These Metrics Relate

Unique Customers = New Customers + Returning Customers (by customer count)
New Customer % + Returning Customer % = 100% (by order count)
New Customer Gross Rate + Returning Customer Gross Rate = 100% (by revenue)
Average Orders Per Customer = Orders ÷ Unique Customers

Choosing the Right Metric

Acquisition tracking: Use New Customers and New Customer % for acquisition reporting
Retention analysis: Use Returning Customers and Returning Customer % for loyalty
Revenue mix: Use Gross Rate metrics to see revenue contribution by segment
Purchase frequency: Use Average Orders Per Customer to measure engagement

RC Net AOV Unique Customers

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