Understanding Google Analytics Metrics Over Time by New vs Repeat Customers

KPI > Google Analytics > KPI Trends > New vs Repeat

Summary

The report helps you understand how different customer segments (new vs. repeat) contribute to key metrics over time from Google Analytics perspective.

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 four charts break down key metrics such as Tracked/Untracked Revenue 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 Supporting Metrics

Each KPI is influenced by supporting metrics to understand these you refer to the KPI Tree Google Analytics 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 Order and Average Order Value. If the Number of Order is declining check Session and Conversion Rate. These will explain to you why sales are declining.

Glossary

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.

Engagement Rate

The percentage of sessions that resulted in meaningful user interactions on the website, as defined by Google Analytics. It is calculated by dividing the number of engaged sessions by the total number of sessions.

Engaged Sessions

The total number of sessions where users interacted meaningfully with the website, as tracked by Google Analytics. It is calculated by summing the number of engaged sessions.

Number of Site Users

The total number of unique users who visited the website, as tracked by Google Analytics. It is calculated by summing the total number of unique users recorded by Google Analytics.

Pageviews

The total number of pages viewed on the website during the specified period, as tracked by Google Analytics. It is calculated by summing the total number of page views recorded in Google Analytics.

Pageviews per Session

The average number of pages viewed per session. It is calculated by dividing the total number of pageviews by the total number of sessions.

Tracked Revenue

The total revenue generated from orders is tracked by Google Analytics (GA). It is calculated by summing the sales amounts from all orders that are tracked by Google Analytics.

Tracked Number of Orders

The total number of orders tracked by Google Analytics. It is calculated by counting all orders that are tracked by Google Analytics.

Tracked Average Order Value

The average amount a customer spends per order, as tracked by Google Analytics(GA). It is calculated by dividing the total revenue from GA-tracked orders by the total number of GA-tracked orders.

Sales Amount

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

Untracked Average Order Value

The average amount a customer spends per order, which are not tracked by Google Analytics(GA). It is calculated by dividing the total revenue from GA-untracked orders by the total number of GA-untracked orders.

Untracked Number of Orders

The total number of orders not tracked by Google Analytics. It is calculated by counting all orders that are not tracked by Google Analytics.

Untracked Revenue

The total revenue generated from orders not tracked by Google Analytics (GA). It is calculated by summing the sales amount from all orders that are not tracked by Google Analytics.

Sessions (Google Analytics)

The total number of sessions recorded in Google Analytics.