Sometimes, you may see that your New & Repeat Customer Rate will add up to a number greater than 100%. This rate depends on the time range selected. For example, if a customer buys for the first time (and a second time or more) in the same time range, they'll be considered as both a new and repeat customer.

For example: If a customer buys for the first time on the 1st of June, and a second time on the 10th of June, this customer will be counted as new and as repeat as they bought twice in the same time range.

If you see any differences in your New vs Repeat Customers when you look at the Shopify data, please note that Shopify Analytics attributes "Customer type = N/A" to orders that should actually be new or repeat. On our side, we don’t necessarily consider all those customer type = NA (from Shopify) as new customers. Our purchase type field is recalculated (we don’t pull the customer type field directly) and we calculate it based on the customer’s order history.

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