At a glance
Number of customers whose first-ever order in the system fell within the 30-day window. The acquisition headline. Pairs with Repeat Customer Rate (retention) and Customer Trend (cumulative growth).
Calculation
Worked example
A B2B+DTC apparel merchant on Adobe Commerce 2.4.7. UK base. Period: 14 Apr 26 to 13 May 26. New customer aggregates:
Comparison to prior 30 days:
Insight pattern:
- 1,420 new customers in 30 days, +20% vs prior. Strong acquisition. Cross-link with
google_analytics.ga_new_usersfor traffic-side context; new customers / new users = checkout-conversion rate among new visitors. - First-order revenue per new customer = £153. Reasonable for apparel DTC. Compare to LTV target (90-day LTV / new customer count from prior 90 days) for retention economics.
- 12 new B2B Companies in 30 days is a healthy B2B acquisition rate. New Companies are typically Sales-led (not self-service); cross-link with the merchant’s CRM (Salesforce, HubSpot) to verify rep-attributed accounts.
- WELCOME10 redemption rate among new customers = 1,120 / 1,420 = 79%. High; confirms the welcome flow is reaching most new buyers. The 21% who didn’t use WELCOME10 either shopped sale items (where coupons stack disabled) or came in via marketplace channels with their own pricing.
- Account-creation cohort has higher first-order revenue (£181 avg) than guest cohort (£100 avg). Account-creation buyers self-select for higher commitment; they convert better on subsequent emails too. Use this in the acquisition CTAs (“Create account, save £X”).
- Action queue: (a) compute new-customer CAC against marketing spend in the period; (b) ensure WELCOME10 doesn’t apply to already-discounted SPRING25 orders (margin-stacking); (c) Sales follow-up on the 12 new Companies for white-glove onboarding.
Sibling cards merchants should reference together
Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin:Customers > All Customers with “Created At” filter set to the period; count rows. Note: this counts customer registrations, not first-order placement. A user can register and never order; this card excludes those. Conversely, a guest order does not register a customer; this card includes guest first-orders.For a true “first order” view:
Sales > Orders with Customer Group filter set to your “first-time” segment if you have one set up in Magento. Otherwise, no native first-order filter exists.
Why our number may legitimately differ from a manual Admin computation:
Cross-connector reconciliation (when these connectors are connected for this merchant):
Known limitations / merchant FAQs
A customer registered last year but didn’t order until this month, are they new? Yes. The card counts first-order date, not registration date. The customer’s “first ever order” landed in the window, so they’re a new customer. A customer ordered once 18 months ago and again this month, are they new? No. They have prior order history (the 18-month-old order). They are reactivated, not new. To track reactivation, use a separate cohort card; reactivation has different acquisition economics from genuinely-new customers. Guest customers using a new email, are they new? Yes per the card’s logic. The email has no prior order history. Even if the same physical person used a different email before, the card has no way to know. This inflates the new-customer count by 5-15% for most merchants. B2B Companies: when is a Company “new”? When the Company’s first ever order in the system falls within the window. Adobe Commerce can pre-create Company entities (the Sales rep adds the Company; orders come later). The card uses first-order timestamp, not Company-creation timestamp. Why doesn’t Reports > Customers match? Reports > Customers > New Accounts uses registration date. This card uses first-order date. They are different metrics; both useful but not directly comparable. Welcome-coupon redemption rate, why isn’t it 100%? Three causes: (1) some customers shop sale items where coupon-stacking is disabled; (2) some come via marketplaces or B2B portals that bypass the welcome flow; (3) some new customers don’t sign up for emails and never see the coupon. 70-85% is healthy. Multi-store, can a customer be “new” twice (once per Store View)? No. The card aggregates across Store Views bycustomer_email. A customer who first ordered on UK and later on US is “new” once (UK first-order date).
B2B account ABC has 5 buyers; one new buyer placed first order this month, is the Company “new”?
Depends on toggle. With Company aggregation: the Company isn’t new (it had prior orders from other buyers). Without Company aggregation: the new buyer is new. Most merchants use Company aggregation for B2B context.
Why is today’s new-customer count low?
Today is incomplete; the day-to-date number is necessarily lower than a full day’s count. If the card’s headline shows the 30-day rolling, today’s contribution is small relative to the window.
Refunded customers, are they still counted?
Yes; first-order placement is what matters, refund is a downstream event. A new customer who immediately refunds is still counted as new (and contributes negatively to LTV; this is a fraud-watch signal).