Want to truly understand your new and returning customer behavior in Shopify? In this episode, Frank Schaefer, one of our dedicated Account Managers, shares his three favorite reports for diving deep into these critical metrics.

Connect with Frank Schaefer on LinkedIn:  

 / frankjschaefer  

1. First-Time vs Returning Customer Sales (default report)

This report is always one of the cornerstones of my marketing efforts. You need to know the number of new customers you're acquiring to calculate important metrics like CAC and determine the success of your paid ads.

↳ In the Shopify dashboard, click on 'Analytics' and then the sub tab 'Reports'. In the bar to filter reports, type in first-time and you'll see this report show up.

2. AOV by Customer Type (custom report)

Ever wondered what the buying habits of your first-time vs. returning customers look like? This report will give you a TON of insights. One of my clients (pictured below) has a new customer AOV that's almost 2x their return customer AOV.

↳ To create this report, go to dashboard, click 'Analytics', and then click 'view report'. I start here simply because I like this base template. From here, click on the column button and tick the box next to 'average order value', 'customer type', 'customers', 'average units ordered', and anything else you'd like. Then, click 'save as' to come back later!

3. Customer Type by Sales Channel (custom report)

One of my clients sells online and in their retail store. They were experiencing a decline of new customers and we couldn't pinpoint whether it stemmed from a decline in online or retail.

Thus, this report was born that gives you a breakdown of new vs. returning customers for each of your sales channels.

↳ To create this report, go to dashboard, click 'Analytics', and then click 'view report'. From here, click on the column button and tick the box next to 'customer type' and 'customers'. Viola! You can now see the breakdown of customer type by sales channel. Don't forget to hit save.

If you've ever struggled to piece together the full story of how new and returning customers differ for your Shopify store, this episode has the solutions you need.

00:00 Intro

00:31 - Default New vs Returning Customer Report

04:18 - New vs Returning Customer Average Order Value (AOV) Report

08:10 - New vs Returning Customers by Sales Channel Report

09:51 - Filtering and Saving Reports

10:55 - Personal Experience and Conclusion

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Once you have opened the report up, you're going to be looking at a

2

graph of the number of orders, the number

of first time and return customers.

3

If you haven't built a custom Shopify

report yet, the one thing you have

4

to do is start from a base template.

5

At least I recommend that.

6

Otherwise you're going to be adding

tons and tons of columns in and

7

it's a bit more time consuming.

8

Hey everyone, my name is Frank.

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I'm an account manager here at Solutions8

and in today's video I'm going to

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be covering three of my favorite

Shopify reports for understanding your

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new versus return customer numbers.

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Out of those three reports, one of

them is a default Shopify report

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and the other two are custom made.

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So for all three reports, I'm

going to show you where to find

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them, how to create them, and then

how to save them and use them.

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The first report is a standard new

versus return customer report, but

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you can also lay in, By product

to understand those metrics.

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And then the second report is

new versus return customer AOV.

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And the third report is new versus

return customer by sales channel.

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If you happen to use multiple

sales channel, like a POS system

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alongside your online store, or

maybe a meta shop integration.

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So let me just jump right into it.

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We're going to cover the

default Shopify report first.

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And the changes I like to make to it.

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The report you're looking for is first

time versus returning customer sales.

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if you don't see it, just go ahead and

type that into the search bar up here.

27

Once you have opened the report

up, you're going to be looking at

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a graph of the number of orders.

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The number of first time and return

customers, for those orders on the time

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period you select, I like to toggle

none here to get rid of the graph and

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then change my time period selection.

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I'm going to change it to the last month.

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And so once you're in here, there's

1 other thing that you want to add,

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because right now we're looking at 1st

time and return customers by order.

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Orders and total sales, but the numbers

by actual customer, if that's what you're

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looking to get are a bit different.

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So I like to go to the column

section and type in customers

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and then check that box there.

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first time is perfectly aligned with

the number of orders and customers

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because a customer can't be a

first time customer multiple times.

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But we see here returning users,

we have some additional orders

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from them over that time period.

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And so what you really want to look at for

accurate numbers is the customers column.

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from here, I also sometimes like to

add in products so you can view the

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number of first time and return users by

product to maybe find a hero products,

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one that's really good at acquiring

new customers, which can help out big

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time in your paid acquisition efforts.

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So go ahead to the columns

area and type in product.

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You can break it down by ID title type.

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Maybe if you want to look at

categories or vendor, I like

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to do title for small stores.

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So I'm going to select that there.

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And now here you'll see a

breakdown of your first time and

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return customers by each of the

products In your Shopify store.

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If you want to narrow that down,

maybe there's too much to look at

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and you wanna look at just first

time or just return customers, go

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over to this filter icon up here.

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And then under this query, what you're

gonna wanna do is keep customer type.

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But on the right hand side select.

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Is, and then click the search menu

and then either select first time

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or returning from the dropdown, I'm

going to select first time and then

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click apply filters, and now you'll

only be looking at either the first

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time or return customers by product.

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And then of course you can always

come back in here and remove.

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Product titles or other,

categories, columns, such as orders.

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if you have the report set up exactly

how you like it, and you don't want to

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do this every time you can actually click

the save as button and then name it,

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whatever you'd like, and then click save.

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And then next time you go to the

reports tab, it'll already be

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built exactly how you left it.

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So you can save yourself a bit of time.

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This one's one of my favorite.

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as you get further into your e commerce

journey, understanding your AOV for

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different customer types becomes really

important on how to drive additional

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sales and understanding what numbers,

you can afford to pay for your, customer

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acquisition, understanding LTV, et cetera.

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So the next report we're going to be

building is AOV by customer type.,

78

if you haven't built a custom Shopify

report yet, the one thing you have

79

to do is start from a base template.

80

At least I recommend that.

81

Otherwise you're going to be adding

tons and tons of columns in, and

82

it's a bit more time consuming.

83

So for this report, we're going to

start with the sales by channel report.

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So go ahead and click that from your

dashboard and the analytics tab.

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change the columns that are selected here.

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So there's a few columns

we need to add in.

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One of those is customers.

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So go to the right hand side

in customers, select that.

89

Next up, we're going to be

adding average order value.

90

And then as you type that in, you should

see average units ordered as well.

91

So go ahead and check both of those.

92

Type customer and then

select customer type.

93

If you're inclined, you can get

rid of the sales channel name.

94

I'm just going to leave it in here

for this report, just for ease of use.

95

So what we have here now is a breakdown

of your new versus return customers.

96

AOV and average order units, average

or units ordered by time, you can

97

go up here and select whatever

time period you want to look at.

98

So we're going to select the

last 365 days So from my online

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store here's my return users.

100

Here's my first time users.

101

Over the last year, and here's what

their average order value looked like

102

you can compare those and contrast,

and you can start to understand the

103

differences better between your new

customers and your return customers.

104

maybe you have a special offer

that you run that will skew

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New customer AOV a bit higher.

106

I do have a client like this who

has a shipping threshold and more

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often than not, the new customers

are the ones that work to hit that,

108

your case may be entirely different.

109

one thing to keep in mind is you can

also filter out certain products.

110

If you want to only view the AOV of a

certain line or a certain category in

111

your store, what you can do is go to

the filter icon and then click on that.

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You can search for a product title,

for example, and then just click the

113

drop down and then select your product

title that you want to, visualize

114

a OV for, or you can even select a

product type if you want to look at

115

categories of products available.

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. If you want to clean things up a

bit, you can go in here and delete

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the other columns, like orders,

growth, sales, discounts, return.

118

All that stuff.

119

So you're just looking at customer

type, average order value, number

120

of units ordered, and then things

are a little bit more clean.

121

And then, the last report, whenever

you have it configured, how you'd

122

like, go ahead and click save as.

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Name that whatever you're going

to remember and then click save.

124

And that report will be waiting for you

when you get back to the report section.

125

the last report that we're going to build

is the customer type by sales channel.

126

So this report can be incredibly

useful if you have multiple

127

sales channels and you're really

having trouble understanding.

128

What your new versus return customer

breakdown is maybe for your POS system,

129

because if you just go into the default

new versus return customer report,

130

it's not included in there, which,

sales channel they originated from.

131

we're going to select a base report.

132

This one is going to be

sales by channel as well.

133

So go ahead and click

into their view report.

134

And then what we're going to

do in this case, we're going to

135

get rid of everything in here,

except for the sales channel name.

136

So let's get rid of

discounts, gross net sales.

137

Let's get a returns shipping tax.

138

And, you have to leave one other

column in there by default.

139

So we'll come back and remove that.

140

type in customers, check that box there.

141

now we're going to go

back and it's up to you.

142

Of course, you can layer in

whatever columns you want.

143

We're going to remove

this total sales box.

144

So right now, what we have is our

time period, our sales channel name.

145

And then our number of customers

here, then you're going to go back

146

to columns and you're going to

search for customer type and go

147

ahead and check that box there.

148

And now you get a visual of sales

channel name, whether they're a

149

first time or returning customer

and then the number of customers.

150

you can also filter for

certain customer type here.

151

All you have to do is go to the filter

icon and then type in customer type is.

152

And then select either first time

or returning from the dropdown.

153

And then here you go, you can visualize

on whatever time period you want the

154

number of first time or return customers

that came from a specific sales channel.

155

So this was something that I

personally, struggled to figure

156

out for quite some time with one

of my clients who has a POS system.

157

An online store and integration with meta.

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And it was interfering with our ability

to like accurately break down which

159

channels were driving new customer growth.

160

month over month until

I found the solution.

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So I wanted to share it with you guys.

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Hopefully you found this helpful.

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Hopefully you found all

the reports helpful.

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If you have any questions or run into

any trouble, just leave me a comment down

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below and I'll do my best to respond.

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and also if you have any other

really good reports for new versus

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return customers and Shopify,

leave that down below as well.

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And I will start using those.

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I appreciate you guys.

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Thanks for watching