At a glance
Distinct customer count over the trailing 30 days, computed viaCARDINALITY(customer_email)on the orders index. Adobe Commerce uses email as the practical customer identifier (thecustomer_idfield is null for guest orders). The count therefore conflates registered customers with guests-using-the-same-email. On Adobe Commerce specifically, the card distinguishes B2B Companies (single Company can have many billing emails) from consumer accounts.
Calculation
Worked example
A homewares brand on Adobe Commerce 2.4.6 with US, UK, and B2B Store Views. Snapshot Monday 4 May 26. Customer count by Store View:
Vs prior 30-day:
What this is telling marketing:
- Customer base grew 5.2% MoM. Healthy.
- Guest growth (6.8%) is outpacing registered (4.7%). New traffic is converting but not creating accounts. This may reflect a deliberate “guest checkout first” UX, or it may be a missed opportunity for retention (registered customers are worth 2 to 3x lifetime value of guests in most categories).
- B2B Company count grew slightly (+2.9%, 4 net new Companies). Each Company is potentially worth tens of thousands per year, so 4 new Companies is a measurable acquisition win.
- The 188 B2B emails belong to 142 Companies: average 1.3 buyer-emails per Company. Most Companies have one buyer; some have 2 to 5. This matters for B2B email marketing: each Company should receive one strategic-Sales-touch communication, not 1.3.
- Cross-checking Customer Trend: of the 3,360 registered customers, 1,420 are first-time orderers in this period (new customers). This means 1,940 are returning, a 57.7% repeat-share among registered customers. Cross with Repeat Customer Rate for the lifetime view.
- Strategic question: should marketing push guest-to-registered conversion (post-purchase email cadence with account-creation incentive)? On a 1,036-guest base growing at 6.8%, converting 30% to registered would add ~310 registered customers/month, materially improving retention metrics.
Sibling cards merchants should reference together
Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin:Customers > All Customers lists registered customers; the grid total at the bottom shows the count. This excludes guests by definition (guests don’t have customer entities).
Reports > Customers > Customers by Number of Orders is the closest aggregated view, ranks customers by order count.
Sales > Orders filtered to a date range has a “Customer Email” column; the distinct-email count is your “this card” equivalent. Group by Customer Email in CSV export to compute manually.For B2B (Adobe Commerce paid edition):
Customers > Companies counts Company entities. Customers > Companies > [Company] > Users shows users per Company.Why our number may legitimately differ from Admin:
Cross-connector reconciliation (when these connectors are connected for this merchant):
Known limitations / merchant FAQs
My customer count seems lower than my CRM, why? The card counts customers who placed an order in the trailing 30 days. Your CRM probably contains all-time-registered customers, including dormant or churned. For a like-for-like, filter your CRM to “ordered in last 30 days”. Why use email rather thancustomer_id for distinct counting?
Adobe Commerce stores customer_email on every order regardless of guest vs registered status. customer_id is null for guest orders. Using customer_email captures both. The trade-off: a guest who later registered with the same email is counted once across both order types (correct behaviour); a guest who used different emails on different orders counts as multiple customers (overcount).
Adobe Commerce vs Magento Open Source: difference?
None at the calculation. The B2B Companies module on the paid edition lets the card group by Company; Open Source merchants without the module count by buyer-email. For Open Source merchants who want B2B Company aggregation, custom attributes can be configured but it’s manual work.
My multi-store Adobe Commerce, can the same customer count differently per Store View?
Yes if they registered separately on each Store View (Adobe Commerce historically created per-Store-View customer entities; modern installations use customer_share_account_information to share across websites). The card dedupes by email regardless. If your historical data has duplicate registrations, the card’s count is more accurate than the Admin customer-grid count.
B2B Company has 5 buyer emails, do I count it as 1 or 5?
Depends on the question. For “how many decision-making units do we serve”, group by Company (count = 1). For “how many people log in and order”, count by email (count = 5). The card defaults to grouping by Company on the B2B segment; configurable per the use case.
Why doesn’t this card include cancelled orders?
A customer whose only order was cancelled is functionally equivalent to a customer who never ordered. Counting them inflates customer count without reflecting purchasing behaviour. The exception: Adobe Commerce auto-cancellations from pending_payment timeout where the customer would have been a real customer if the gateway worked. Those are excluded too, which understates “intent to be a customer” slightly. For a count-of-intent metric, see Quote-Create count via Cart-Abandonment Spike Alert.
My customer count grew but revenue is flat, what’s happening?
Likely AOV contraction. New customers are smaller-basket than existing customers; if customer count grew faster than revenue, the new customers are buying less per visit. Cross-check AOV and New Customers. This is the “successful acquisition, weak retention” pattern that needs an early-customer cadence intervention.