Chord Commerce Data Platform
Data Models

Users

3min

New vs. Repeat Users

In purchasing, we have the concept of new vs. returning users or customers:

New Users: Whether or not the user is a new user, as defined by if the user has completed a first order.

Repeat Users: Whether or not the user is a returning user, as defined by the user has purchased again following a first order.

If analyzing new unique users and repeat unique users in a given period, they can be counted more than once since a user can be both new and repeat in the period when there's more than one purchase. As a result, the count of new users plus the count of repeat users may be greater than the count of total unique users. For example, this user is shown as a new and repeat user in this period and only counted once as a unique customer:

User OMS User ID

Unique New Customer Count

Unique Repeat Customer Count

Unique Customer Count

12345678

1

1

1

If we add the purchase dates, we'll see that this user purchased twice over the period analyzed, which is why this user shows as both new and repeat in this period:

User OMS User ID

Order Completed Date

Unique New Customer Count

Unique Repeat Customer Count

Unique Customer Count

12345678

1/1/2024

1

0

1

12345678

2/5/2024

0

1

1



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Updated 11 Jul 2024
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