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

# Why don't New Customers + Repeat Customers = Customers?

> Understanding how SourceMedium counts new and repeat customers independently, and why the sum can exceed total customers

### Executive Summary

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.

<Accordion title="Example">
  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
</Accordion>

**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.

| Module                                                                                                                                                                         | Uniqueness | Examples                                                                                                                                                           |
| ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | ---------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------ |
| Executive Summary                                                                                                                                                              | Daily      | If a customer buys 3 times in 1 day, the customer gets counted once as a New Customer and once as a Repeat Customer for the day.                                   |
| If a customer buys 3 times over 3 days, the customer gets counted once as New Customer on the first day and once as a Repeat Customer on each subsequent repeat purchase date. |            |                                                                                                                                                                    |
| If a customer buys 3 times over 3 days, and the date gets rolled up to a week view, the customer gets counted once as New Customer and twice as a Repeat Customer.             |            |                                                                                                                                                                    |
| A customer can only be counted once as a New Customer, ever.                                                                                                                   |            |                                                                                                                                                                    |
| Repurchase Analysis                                                                                                                                                            | Monthly    | If a customer buys once in July and twice in August, the customer is counted once as a New Customer in July and once as a Repeat Customer in August.               |
| If a customer buys 3 orders in July, the customer is counted once as a New Customer and once as a Repeat Customer.                                                             |            |                                                                                                                                                                    |
| Last Order Analysis                                                                                                                                                            | Absolute   | If a customer buys once in July and twice in August, the customer is counted once in August on the date of the third purchase and categorized as Repeat Purchaser. |
| If a customer buys 3 times in July, the customer is counted once on the date of the third purchase and categorized as Repeat Purchaser.                                        |            |                                                                                                                                                                    |

***