> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # New Customers, Adobe Commerce > New Customers for Adobe Commerce stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) ## 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](/nerve-centre/kpi-cards/adobe-commerce/repeat-customer-rate) (retention) and [Customer Trend](/nerve-centre/kpi-cards/adobe-commerce/customer-acquisition-trend) (cumulative growth). | | | | ---------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `CARDINALITY(customer_email WHERE first_ever_order_date IN window)`. The "first\_ever" determination uses the customer's earliest order across all time, not just within the window. A customer who ordered for the first time 18 months ago and then again last week is NOT counted as new. | | **API field** | `customer_id`, `customer_email`, `created_at` from `GET /rest/V1/orders`. The "first ever" timestamp is computed by aggregating all orders per customer and taking the minimum `created_at`. | | **Why this is the right definition (not "first order in the period")** | A "first order in the period" definition would count anyone who reactivated after dormancy as new, which is misleading. A proper "new customer" is someone who never ordered before, anywhere. Vortex IQ uses this stricter definition. | | **B2B Companies** | A Company entity is "new" if any of its buyers placed the Company's first ever order in the window. So a new Company can be triggered by either a new Company entity in Adobe or by a buyer being added to an existing Company. The card respects the toggle. | | **Guests** | Aggregated by `customer_email`. A guest who used a new email is counted as new even if they're the same physical person who ordered before with a different email. Source of inflation. | | **VAT / tax / shipping / discounts** | n/a, this is a customer count. | | **Refunds** | A new customer who immediately refunded is still counted (they were a customer). | | **Cancelled orders** | Included by default. A customer whose only order was cancelled before capture is still counted; toggle to exclude for "captured-only new customers". | | **Currency** | Unitless. | | **Multi-store scope** | All Store Views by default. A customer whose first order was on UK and second on US is "new" once (on the UK first-order date). Same email across Store Views is the same customer. | | **Time window** | `30D vsP` (rolling 30-day, compared to prior 30-day window). | | **Alert trigger** | None on this card directly. Acquisition is a top-of-funnel target with merchant-specific goals. | | **Roles** | owner, marketing | ## Calculation ``` CARDINALITY(customer_email WHERE first_order in window) WHERE date BETWEEN [period_start, period_end] ``` ## 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:** | Slice | New customer count | First-order revenue (`grand_total`) | | ---------------------------------------------------------------------------------- | ------------------ | ----------------------------------- | | All new customers | 1,420 | £218,000 | | DTC consumers | 1,360 | £164,000 | | New B2B Companies (genuinely new entity) | 12 | £42,000 | | New buyers added to existing Companies (counted only if the Company itself is new) | 0 (excluded) | n/a | | Welcome-coupon (WELCOME10) redeemed on first order | 1,120 | £128,000 | | Acquired via guest checkout | 480 | £48,000 | | Acquired via account-creation checkout | 940 | £170,000 | **Comparison to prior 30 days:** | Window | New customers | First-order revenue | New CAC implied | | ------------------- | ------------- | ------------------- | ------------------------------ | | 14 Apr to 13 May 26 | 1,420 | £218,000 | (calc against marketing spend) | | 15 Mar to 13 Apr 26 | 1,180 | £172,000 | | | **Change** | **+20.3%** | **+26.7%** | | **Insight pattern:** 1. **1,420 new customers in 30 days, +20% vs prior.** Strong acquisition. Cross-link with [`google_analytics.ga_new_users`](/nerve-centre/kpi-cards/google-analytics/new-users) for traffic-side context; new customers / new users = checkout-conversion rate among new visitors. 2. **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. 3. **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. 4. **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. 5. **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"). 6. **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 | Card | Why pair it with New Customers | | ------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------- | | [Customer Count](/nerve-centre/kpi-cards/adobe-commerce/unique-customers) | Total customers; new is a subset. | | [Customer Trend](/nerve-centre/kpi-cards/adobe-commerce/customer-acquisition-trend) | Cumulative customer growth. | | [Repeat Customer Rate](/nerve-centre/kpi-cards/adobe-commerce/repeat-customer-rate) | The retention complement; together they form the acquisition-retention story. | | [Customer Order Frequency](/nerve-centre/kpi-cards/adobe-commerce/customer-order-frequency) | New customers are mostly in the "1 order" bucket. | | [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) | First-order revenue is a slice of total. | | [Total Discount](/nerve-centre/kpi-cards/adobe-commerce/total-discount-used) | Welcome coupons drive new-customer discount expense. | | [`google_analytics.ga_new_users`](/nerve-centre/kpi-cards/google-analytics/new-users) | Traffic-side new users; pair to compute new-user-to-new-customer conversion. | | [`klaviyo.welcome_flow_signups`](/nerve-centre/klaviyo/welcome_flow_signups) | Email signup velocity. | ## 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:** | Reason | Direction of divergence | | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------- | | **Registration vs first-order**. Admin's customer-creation date counts when the customer registered, this card counts when they first ordered. A customer might register today and not order for 6 months; in that case, this card counts them on order day, Admin counts them on registration day. | Different dates | | **Guest customers**. Adobe doesn't create customer records for guests (`customer_id IS NULL`); they don't appear in Customers grid. This card includes them by email. | Card higher | | **B2B Company aggregation**. Card optionally aggregates to Company; Admin doesn't. | Configuration-dependent | | **Time-zone, sync lag**. Standard. | Minor | | **Email duplication**. A customer who deleted their account and re-registered with the same email is "old" here (first ever order), but might appear "new" if Admin treats account creation as the start. | Card under-counts re-registrations | **Cross-connector reconciliation (when these connectors are connected for this merchant):** | Card | Expected relationship | What divergence tells you | | ------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------ | | [`google_analytics.ga_new_users`](/nerve-centre/kpi-cards/google-analytics/new-users) | GA4 new-users count is sessions-based, much higher than this card (most new users don't buy) | Don't reconcile; useful as a funnel ratio (new-users → new-customers conversion). | | [`klaviyo.welcome_flow_signups`](/nerve-centre/klaviyo/welcome_flow_signups) | Klaviyo welcome-flow entrants ≈ this card if every new customer enters the flow | If Klaviyo lower, the welcome-flow trigger is misconfigured; some new customers aren't entering. | | [`stripe.stripe_new_customers`](/nerve-centre/stripe/stripe_new_customers) | Stripe new-customer count for Stripe-paid orders only | Should match Stripe-paid subset of this card. | ***
Documentation cross-reference (for agencies running multiple platforms) * [`shopify.new_customers`](/nerve-centre/kpi-cards/shopify/new-customers) * [`bigcommerce.new_customers`](/nerve-centre/kpi-cards/bigcommerce/new-customers)
## 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 by `customer_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). *** ### Tracked live in Vortex IQ Nerve Centre *New Customers* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.