This view helps you understand the balance between new customers discovering your business and existing customers coming back. It answers a simple but powerful question: Are we growing through fresh acquisition or sustained loyalty?
Why Is It Important?
New customers show how well your acquisition channels are working.
Returning customers reflect customer satisfaction, loyalty, and repeat purchase behavior.
A healthy mix ensures both growth and stability in your business.
How to Read the Dashboard
Time Period Selector – Adjust the date range to analyze specific weeks, months, or quarters.
Group By Options – Switch between Week, Month, Quarter, or Year to change the granularity.
Metrics Tabs – Choose whether you want to view by Customers, Orders, Revenue, AOV (Average Order Value), or ARPU (Average Revenue per User).
Charts – The bars show New Customers (Gray) vs Returning Customers for each time period.
Table View – Scroll below the chart to see exact numbers for customers, orders, revenue, and averages.
Example Insights From the Chart
July 2025: 1,490 new customers joined, while 3,385 returned customers drove a larger share of repeat business.
Revenue Impact: Returning customers consistently contribute the majority of revenue (e.g., ~₹11.5M in July).
AOV Difference: Returning customers tend to have a higher average order value than new ones, showing their stronger purchasing behavior.
How Can You Use This Data?
Marketing Teams: Check if campaigns are bringing in enough new customers.
Customer Success Teams: Track loyalty by monitoring the returning base.
Growth Teams: Balance efforts between acquiring new users and nurturing repeat ones.
Quick Tips
If new customers are low, revisit your acquisition channels.
If returning customers drop, focus on retention campaigns like email, loyalty programs, or personalized offers.
Compare AOV and ARPU between the two groups to see where upsell opportunities lie.
In Summary
The New vs. Returning Customers view is your go-to dashboard for measuring growth and retention. Use it to identify whether your business is driven more by fresh acquisitions or loyal repeat buyers.
👉 Next Step: Dive into the data, explore patterns, and adjust your acquisition vs. retention strategy for a healthier growth curve.