Understanding Sales Metrics Over Time By New vs Repeat Customers

KPI > Sales > KPI Trends > New vs Repeat

Summary

The KPI Trend New vs. Repeat Customer report helps you understand how different customer segments (new vs. repeat) contribute to key metrics over time.

Questions the report answers

How are new and repeat customers performing over time across different metrics?
Do I need to focus on acquiring new customers or on retaining existing ones?

How to read the report

Understanding the split between New and Repeat Customer

The first two charts break down key metrics such as Sales Amount and Number of Orders by New vs Repeat Customers. The percentage split helps you understand which group is driving business growth over time and whether to focus their efforts on customer acquisition (new customers) and customer retention (repeat customers).

Track the Performance of Customer Segments for Specific Metric Over Time

The trend lines for new vs. repeat customers show how these customer segments are evolving over time. You can use the line charts to spot any growth or decline in either segment over time.

Increasing trends: A rising trend indicates positive performance. Investigate what’s driving this growth (e.g., promotions, new product launches, successful campaigns) to replicate it.
Decreasing Trends: A declining trend requires attention. Investigate what’s driving this decline (e.g., marketing inefficiencies, product-related issues)
Fluctuating Trends: If you see fluctuations, they may be tied to seasonality or specific promotions. Compare these fluctuations with known events (e.g., holiday sales or marketing campaigns).

Analyzing New vs. Repeat Customer Trends for Each Metric.

Metric	Scenario or Trend	What the Trend Suggests for New Customer Segment	What the Trend Suggests for Repeat Customer Segment
Sales Amount	Increasing	Acquisition strategies are working well; the new customer base is growing.	Strong customer retention; repeat customers continue to buy and drive higher sales.
Sales Amount	Decreasing	New customer acquisition is weakening; revisit marketing and acquisition strategies.	Potential loss of loyalty or satisfaction; focus on re-engagement efforts for existing customers.
Sales Amount	Stagnation	Acquisition is not improving or growing; likely need to refresh acquisition channels.	No change in repeat purchases; loyalty strategies may need adjustment to boost repeat sales.
Sales Amount	Fluctuations	May indicate new customer purchases are driven by promotions or seasonality.	Repeat purchases vary based on external factors like promotions or product availability.
Number of Orders	Increasing	Growing number of new customers are making purchases.	Repeat customers are returning to make additional orders, showing strong engagement.
Number of Orders	Decreasing	New customers may not be converting; adjust acquisition strategies.	Repeat customers are disengaging; this could indicate dissatisfaction or competition.
Number of Orders	Stagnation	Acquisition isn’t driving enough new orders; strategies might need optimization.	Retention efforts are not resulting in increased orders; time to re-engage customers.
Number of Orders	Fluctuations	New orders may rise and fall based on product launches or promotions.	Repeat customer orders fluctuate, possibly due to external factors like seasonality or offers.
Average Order Value (AOV)	Increasing	New customers are spending more per order; your product or initial offers are appealing.	Repeat customers are increasing their spend, indicating trust and satisfaction.
Average Order Value (AOV)	Decreasing	New customers are making smaller purchases, possibly due to price sensitivity or promotions.	Repeat customers are spending less per order; this could signal lower product engagement.
Average Order Value (AOV)	Stagnation	New customer spend is flat; this could indicate difficulty in upselling or cross-selling.	Repeat customers are maintaining the same order value, but there may be missed opportunities to upsell.
Average Order Value (AOV)	Fluctuations	Investigate if it’s due to know event such as promotional activity.	Investigate if it’s due to know or external events.
Number of Customers	Increasing	Successful new customer acquisition strategies are in place, growing the customer base.	Growing loyalty; more customers are returning for additional purchases.
Number of Customers	Decreasing	Fewer new customers; improve acquisition strategies.	Repeat customers are dropping off; investigate potential dissatisfaction or competitors.
Number of Customers	Stagnation	New customer growth is stagnant; acquisition efforts need attention.	Repeat customers are not increasing in number; focus on retention efforts.
Number of Customers	Fluctuations	New customer acquisition is inconsistent; may be seasonal or tied to marketing campaigns.	Repeat customer numbers vary, potentially influenced by time-limited promotions or offerings.
Orders per Customer	Increasing	New customers are making multiple purchases, indicating successful acquisition and retention.	Repeat customers are increasingly loyal and making more frequent purchases.
Orders per Customer	Decreasing	New customers aren’t converting into repeat buyers; consider improving post-purchase engagement.	Repeat customers are making fewer purchases; this could indicate disengagement or competition.
Orders per Customer	Stagnation	New customers are only placing single orders, showing weak retention efforts.	Repeat customers are maintaining the same order frequency, but there may be room for growth.
Orders per Customer	Fluctuations	Orders per new customer vary, possibly due to promotions or customer preferences.	Repeat customer order frequency fluctuates based on product offerings or external factors.
Average Products per Order	Increasing	New customers are buying more products per order, which shows high initial engagement.	Repeat customers are purchasing more per order, indicating cross-sell or bundling effectiveness.
Average Products per Order	Decreasing	New customers are buying fewer products per order, suggesting they are cautious or less engaged.	Repeat customers are buying fewer products per order, which may suggest reduced interest in variety.
Average Products per Order	Stagnation	New customer engagement with the product mix is flat; encourage bundling or product recommendations.	Repeat customers are maintaining similar order size; consider enhancing cross-sell or bundling offers.
Average Products per Order	Fluctuations	New customers’ product purchases fluctuate, possibly influenced by promotions or pricing changes.	Repeat customer product orders vary, potentially driven by availability or promotional strategies.
Average Units per Order	Increasing	New customers are ordering more units per order, showing strong initial engagement.	Repeat customers are purchasing more units, indicating confidence and satisfaction with your products.
Average Units per Order	Decreasing	New customers are buying fewer units, possibly hesitant due to brand unfamiliarity.	Repeat customers are ordering fewer units, possibly due to changing needs or reduced satisfaction.
Average Units per Order	Stagnation	New customer unit purchase volume is unchanged; consider ways to increase engagement.	Repeat customer unit volume is stable but may indicate a lack of growth in engagement.
Average Units per Order	Fluctuations	New customer unit orders fluctuate, likely due to promotions or product availability.	Repeat customer unit orders vary, potentially due to seasonality or promotional activities.
Average Unit Price	Increasing	New customers are willing to pay more for products, possibly indicating strong perceived value.	Repeat customers are accepting higher prices, showing strong brand loyalty.
Average Unit Price	Decreasing	New customers are highly discount-driven; they may not yet see full product value.	Repeat customers are paying less per unit, possibly indicating over-reliance on discounts.
Average Unit Price	Stagnation	New customers are showing little movement, possibly indicating no change in perceived product value.	Repeat customers are paying the same price over time, possibly indicating no change in perceived product value.
Average Unit Price	Fluctuations	New customer unit price fluctuates, likely tied to discounting strategies or promotional activity.	Repeat customer unit price varies, likely due to seasonality, price changes, or discounts.

Analyzing Supporting Metrics

Each KPI is influenced by supporting metrics to understand these you refer to the KPI Tree report. KPI Tree will help you understand the relationship between these key metrics. By reviewing these supporting metrics, you can gain deeper insight into why your high-level KPIs are trending up or down. For example, If the Sales Amount is declining: Check the Number of Orders and Average Order Value. If the Number of Order is declining check Session, Conversion Rate, Number of Customers, and Order per Customer. These will explain to you why sales are declining.

Glossary

`Average Order Value (AOV)`

The average amount a customer spends per order. It is calculated by dividing the total sales amount by the number of orders.

Average Order Value =

\frac{Sales Amount}{Number of Orders}

`Average Orders per Customer`

Average number of orders placed by each customer. It is calculated by dividing the total number of orders by the number of unique customers.

Average Orders per Customer =

\frac{Number of Orders}{Number of Customers}

`Average Products per Order`

The average number of unique products purchased per order. It is calculated by dividing the total number of unique products present in orders by the total number of orders placed.

Average Products per Order =

\frac{Products in Order}{Number of Orders}

`Average Unit Price`

The average selling price of a single unit of a product. It is calculated by dividing the total sales amount by the total number of products sold.

Average Unit Price =

\frac{Sales Amount}{Quantity Sold}

`Average Unit Price (Discounted)`

The average selling price of a single unit of a product specifically for orders where a discount was applied, either at the header level or at the line item level. It is calculated by dividing the total discounted sales amount by the total quantity of products sold in those discounted orders.

Average Unit Price (Discounted) =

\frac{Sales Amount from Discounted Orders}{Quantity Sold in Discounted Orders}

`Average Unit Price (Non-Discounted)`

The average selling price of a single unit of a product specifically for orders where no discount was applied, either at the header level or at the line item level. It is calculated by dividing the total non-discounted sales amount by the total quantity of products sold in those non-discounted orders.

Average Unit Price (Discounted) =

\frac{Sales Amount from Non-Discounted Orders}{Quantity Sold in Non-Discounted Orders}

`Average Units per Order`

The average number of units sold (Quantity sold) per order. It is calculated by dividing the total number of units sold by the total number of orders.

Average Units per Order =

\frac{Quantity Sold}{Number of Orders}

`Average Units per Product`

Average number of units sold per product with a given order. It is calculated by dividing the total quantity of products sold by the total products in order.

Average Units per Product =

\frac{Quantity Sold}{Product in Order}

`Average Days to Repeat`

The median number of days it takes for a customer to make a repeat purchase within a year after their initial order. It calculates the median of the days to repeat the order. It specifically considers only those orders where the number of days to repeat is less than 365.

`Conversion Rate (Google Analytics)`

The percentage of website sessions tracked by Google Analytics (GA) that result in a purchase. It is calculated by dividing the number of orders by the number of sessions.

Conversion Rate =

\frac{Number of Orders}{Sessions tracked by GA} \times 100

Orders per Customer

The average number of orders placed by each customer. It is calculated by dividing the total number of orders by the total number of unique customers.

Order per Customer =

\frac{Number of Orders}{Number of Customer}

`Number of Orders`

Total count of orders placed by customers. It is calculated by counting the number of orders.

`Number of Customers`

Total count of unique customers who have made at least one purchase. It is calculated by counting the number of unique customers.

`Sales Amount`

Total revenue generated from the sales. It is calculated by summing sales amount values.

`Sessions (Google Analytics)`

The total number of sessions recorded in Google Analytics.