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How new and repeat customers are counted

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.
In May we acquire 100 new customers, and 100 repeat customers — who acquired in April or earlier — come back to make another purchase.
Assuming none of the customers who were acquired in May place a second order within that month, we’ll have the following counts for the month:• Customers: 200• New Customers: 100• Repeat Customers: 100 for May.However, let’s say 25 of those customers who were acquired in May place a second order before the end of the month.
Those customers will now be counted towards Repeat Customers as well as New Customers, resulting in the following counts for the month:• Customers: 200• New Customers: 100• Repeat Customers: 125
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. Each module counts uniqueness over a different window. Executive Summary counts once per day.
  • A customer who buys 3 times in 1 day counts once as a New Customer and once as a Repeat Customer for that day.
  • A customer who buys 3 times over 3 days counts once as a New Customer on the first day and once as a Repeat Customer on each later purchase date.
  • Roll those 3 days up to a week view and the customer counts once as New and twice as Repeat.
  • A customer can only ever be counted once as a New Customer.
Repurchase Analysis counts once per month.
  • A customer who buys once in July and twice in August counts once as New in July and once as Repeat in August.
  • A customer who places 3 orders in July counts once as New and once as Repeat.
Last Order Analysis counts each customer once, ever.
  • A customer who buys once in July and twice in August is counted once, in August, on the date of the third purchase, as a Repeat Purchaser.
  • A customer who buys 3 times in July is counted once, on the date of the third purchase, as a Repeat Purchaser.