New vs Returning Customer

Owned by Brian Au
Last updated: Jul 09, 2024
4 min read

I/ Overview

  1. As a store manager, if you want to compare the sales between new and returning customers to find out which one contributes more to overall revenue, this report is for you.

  2. To access the Sale by Country report: Omni-channel Reports > Report Dashboard > All reports > Sales reports > New vs Returning Customer or Omni-channel Reports > Sales → New vs Returning Customer

The New vs Returning Customer Report page is displayed with the default view as below:

image-20240328-093019.png

  1. Report details

On the main page, you can select metrics of the orders you would like to see in the report, based on the information you would like to see, including:

  • Time range

You can set the time range in which you want to see all the orders (From a date To another specific one)

  • Data Used

Date used:

You can select either Order Created or Order Updated

By default, the setting would be Order Created

  • Order Created: Show report based on the date the order is created

  • Order Updated: Show report based on the date the order was last updated

 

  • Sales Channel (This setting only shows when your system has installed POS package)

There are three options: All, Website, POS that you can select to show the report based on the selected channel

By default, the setting would be All

  • Location (This setting only shows when the Sales Channel is POS)

Include all the available locations where you use POS. You can select the location to show the data based on the selected location.

  • Interval

Include the kind of period that you want to show the Customer data (including 3 options: Day/Month/Year)

  • Data detail

    image-20240328-093538.png
    New vs Returning Customer

    In this report, there will be 2 types of columns: columns that are shown by default and columns that are hidden by default when you access the report

Columns that are shown by default

Period

  • The period to show data.

  • Depends on the selected Interval. (Month/Year/Day)

Orders (New)

  • The number of orders from new customer (purchase for the first order during the period) during this row of period during the selected report period.

Grand Total (New)

  • The total Grand Total of all orders purchased by new customers during this row report period.

  • Grand Total = Subtotal + Tax - Discount + Shipping.

  • The currency will follow the Base Currency of the magento site.

Revenue (New)

  • The total revenue excluding the tax of all orders of new customer during the selected report period.

  • The currency will follow the Base Currency of the magento site.

  • Revenue (incl. Tax) = Total Paid - Total Refunded - Tax - Shipping.

Avg. Order Value (New)

  • The average order value of new customer during this row report period.

  • Value = Total / Number of Orders

  • The currency will follow the Base Currency of the magento site.

Orders (Returning)

  • The number of orders from returning customers (the first order purchased in the period is not the first order) during this row of period during the selected report period.

Grand Total (Returning)

  • The total Grand Total of all orders purchased by returning customers during this row report period.

  • Grand Total = Subtotal + Tax - Discount + Shipping.

  • The currency will follow the Base Currency of the magento site.

Revenue (Returning)

  • The total revenue excluding the tax of all orders during of this customer/customer group during the selected report period.

  • The currency will follow the Base Currency of the magento site.

  • Revenue (incl. Tax) = Total Paid - Total Refunded - Tax - Shipping.

Avg. Order Value (Returning)

  • The average order value of returning customer during this row report period.

  • Value = Total / Number of Orders

  • The currency will follow the Base Currency of the magento site.

Columns that are hidden by default

% of Grand Total (New)

  • Value = Grand Total of new customer / Grand Total of all customers * 100%.

  • This column is hidden by default.

% of Total Revenue (New)

  • Value = Revenue of new customer / Total Revenue of all customers * 100%.

  • This column is hidden by default.

% of Grand Total (Returning)

  • Value = Grand Total of returning customer / Grand Total of all customers * 100%.

  • This column is hidden by default.

% of Total Revenue (Returning)

  • Value = Revenue of returning customer / Total Revenue of all customers * 100%.

  • This column is hidden by default.

II/ Filter Report Data

There will be no filter in this report.

III/ Chart

In this chart, you can compare the data of each metric in the Report by selecting the value through the Select Metrics dropdown including (Orders, Grand Total, Revenue, Average Order Value).