This dashboard answers the question: What percentage of my business comes from repeat customers?
Where to find it?
You can find it in the Business section.
It stands on the same page as the LTV - Time between orders dashboard, right below it.
Who is the dashboard for?
The ratio of new VS returning customers is interesting to look at for media buyers and CEOs, on a quarterly basis.
How to read it?
The best order source to select for an LTV analysis is the Online store. It can work with other sources but might not be as accurate as for the Online store.
For stores with a subscription business and using Recharge, see the dedicated section (coming soon).
How to interpret the results
Looking at the ratio between the first-rank orders and the second-rank orders (and above), you can deduce what is the share of orders that are acquired (first-time customers) or repeat business. For instance, if you have 4000 first-rank orders and 2000 second-rank orders, it means ⅔ of your business is acquisition and ⅓ is repeat business.
Tips for your business
Depending on your business (there can be major differences if you sell equipment or cosmetic products), a good repeat business rate is at least 35% of all orders.
Some shops can reach up to 50% if their product entails frequent refills, updates, or replacements.