The New vs Existing Customer dashboard reveals KPIs relating to customer acquisition and retention. Here you can view sales KPIs across the two customer types to develop a deep understanding of the customer base and the differences between new and existing customers.
Acquisition teams can determine the success of marketing activities and the relative quality of new customers based on CAC, margin and AOV.
Retention teams can understand outcomes of CRM activity through KPIs like order frequency and retention rate. Compare behaviour of customers across channels and territories to monitor specific customer journeys. Short term tactics to boost sales can also be identified such as using discounts as a lever to drive repeat sales.
KPI summary
The KPI summaries at the top of the dashboard show condensed views of key performance indicators pertaining firstly to new customers and secondly to existing customers. The large blue figures show the values for the "primary range" selected in the date filter, with the smaller figures showing the value for the "compare against" period. The percent change between the two date ranges is also shown.
New visitors
Those navigating to your site for the first time on a specific browser and device, as tracked by Google Analytics.
New customers
Customers who placed their first order during the date range being reported on, as recorded in Shopify.
New customer revenue
Gross revenue earned from new customers.
New customer % total revenue
The percentage of total revenue from new customers.
New customer margin %
Gross profit margin percentage for new customers.
New customer AOV
Average Order Value for new customers, including shipping and other services.
New customer discount %
The average discount applied to orders for new customers.
CAC (customer acquisition cost)
The average marketing cost of acquiring a new customer.
Returning visitors
Visitors who have already navigated to your site and are visiting again on the same browser and device, as tracked by Google Analytics.
Existing customers
Customers who have placed orders in the past and are ordering again.
Existing customer revenue
Gross revenue earned from existing customers.
Existing customer % total revenue
The percentage of total revenue from existing customers.
Existing customer margin %
Gross profit margin percentage for existing customers.
Existing customer AOV
Average Order Value for existing customers, including shipping and other services.
Existing customer discount %
The average discount applied to orders for new customers.
Existing customer order frequency
The average number of purchases made by an existing customer who has ordered within the reporting period.
KPI deepdive
View two charts side-by-side, choosing which KPI is displayed in each, how that data is split and the type of chart to use, giving you a large degree of flexibility in choosing which data to display and how to display it.
KPI: Choose from any of the customer KPIs.
Split: Segment the data by order marketing channel, order store (sales channel), order shipping country or order product category.
Chart type: View as a bar chart showing totals for the primary range (in green) and compare against period (in black), or a line graph showing change over time for the chosen period.
Table breakdown
At the bottom of the dashboard, a table breakdown shows each KPI with an option to view either new or existing customers and to split by:
Order marketing channel
Order store (sales channel)
Order shipping country
Order product category