> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Customer Metrics: Track New vs Returning Customers

> Track customer metrics in Upstack. Includes Unique Customers, New Customers, Returning Customers, and customer rates with formulas and examples.

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

<Info>
  **Data Source:** [Shopify](/sources/shopify)\
  **Metrics:** 8
</Info>

## Metrics in This Group

| Metric                                                                                             | Description                                   | When to Use                          |
| -------------------------------------------------------------------------------------------------- | --------------------------------------------- | ------------------------------------ |
| [Unique Customers](/reference/metrics/orders/customers/unique-customers)                           | Distinct customers who placed orders          | Count total customer base            |
| [New Customers](/reference/metrics/orders/customers/new-customers)                                 | First-time customers                          | Track customer acquisition           |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers)                     | Customers with prior purchases                | Track customer retention             |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)                         | Percentage of orders from new customers       | Monitor acquisition vs retention mix |
| [Returning Customer %](/reference/metrics/orders/customers/returning-customer-percent)             | Percentage of orders from returning customers | Track repeat purchase rate           |
| [New Customer Gross Rate](/reference/metrics/orders/customers/new-customer-gross-rate)             | New customer revenue as % of gross            | Revenue contribution by segment      |
| [Returning Customer Gross Rate](/reference/metrics/orders/customers/returning-customer-gross-rate) | Returning customer revenue as % of gross      | Retention revenue share              |
| [Average Orders Per Customer](/reference/metrics/orders/customers/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