First-Time vs. Returning Customer Sales

Learn what First-Time vs. Returning Customer Sales means, how to track it, and why analyzing this breakdown is essential for optimizing acquisition, retention, and customer lifetime value.

KPI Details for First-Time vs. Returning Customer Sales

Category

Marketing, Ecommerce

Type

Lagging Indicator

Calculation
  • First-Time Sales % = (Revenue from First-Time Customers / Total Revenue) × 100

  • Returning Sales % = (Revenue from Returning Customers / Total Revenue) × 100

Measure

Compares how much revenue is generated by first-time vs. returning customers, helping assess customer loyalty, retention, and acquisition ROI.

Data Sources:

Shopify, WooCommerce, BigCommerce, Stripe, Google Analytics (via eCommerce tracking), Klaviyo, ProfitWell, CRM systems.

Frequency

Tracked monthly or quarterly to evaluate shifts in customer behavior and campaign performance.

Example target

Grow returning customer sales to 65% of total revenue in Q3 by launching email retention flows and loyalty rewards.

Example Reports Use Case

A Marketing or eCommerce Manager tracks this KPI to measure the effectiveness of retention strategies. If first-time sales dominate, they may shift focus to lifecycle marketing and customer re-engagement.

Best Practices for First-Time vs. Returning Customer Sales

  • Segment Marketing Campaigns

    Tailor content for new vs. repeat customers to increase relevance and performance.

  • Implement Loyalty & Re-Engagement Programs

    Reward repeat customers and win back lapsed ones with targeted offers.

  • Track Purchase Frequency and Timing

    Analyze how soon returning customers come back to optimize timing for follow-ups.

  • Monitor Acquisition Costs vs. LTV

    Ensure that revenue from first-time customers justifies acquisition spend, and work to improve long-term profitability.

Automate Your Reporting in 5 Minutes

Centralize GA4, Facebook Ads, and More – Start Free