Why do I see zero repeat customers in the total, but some repeat customers in the New vs. Repeat Customers visualization?

Depending on the timeframe and grouping you have selected, you may see fewer or no repeat customers in the total on New vs. Repeat Customers, but still see some or more repeat customers in the visualization. This is because of the way Glew calculates new vs. repeat customers.

Glew defines new customers as those who made their first purchase during the timeframe selected in the date picker. They may have made multiple purchases or just one, but their initial purchase must have been in the timeframe selected. Repeat customers are those who made a repeat purchase in the timeframe selected in the date picker, but whose first purchase happened prior to the timeframe selected.

A customer can only be counted as a new or a repeat customer during a given timeframe – not both. Even if a customer has made multiple purchases during a selected period, if they made their first purchase during that period, they will be counted as a new customer, not a repeat customer.

If you have a longer time period, like a full year, selected in the date picker, it can cause a mismatch between what you see in the new vs. repeat customer totals and what you see in the visualization (like in the image below). That’s because the totals are counting customers only for the period, while the visualization includes all orders. For example, a customer who made their first purchase during the time period selected would be counted as a new customer in the total. But if they made subsequent purchases within that period as well, those purchases would show up in the visualization as repeat customers, since that visualization includes their repeat orders.