Data Source: Shopify
Metrics: 8
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