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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