Understanding New vs. Returning Customers in PayHelm

Identifying which customers are making repeat purchases is crucial for understanding customer loyalty and lifetime value. PayHelm's Custom Reports feature allows you to build detailed customer reports that show purchase history, helping you distinguish between first-time buyers and loyal repeat customers.

This guide will walk you through creating a custom report to analyze your customer base and identify repeat buyers using actual purchase data from your connected stores.

Creating a Customer Analysis Report

Step 1: Navigate to Custom Reports

From your PayHelm dashboard, click on Reports in the main navigation menu. Once on the Reports page, click the blue Create New Report button in the upper right corner.

Step 2: Configure Report Basics

In the "Create a new report" modal that appears:

1. Enter a descriptive Report Name such as "Repeat Customer Analysis" or "Customer Purchase History"
2. Set Visibility to "My Team" if you want to share with teammates, or "Private" for personal use
3. Select Customers as your Source Type
4. Choose Customers as the Report Type

Step 3: Select Report Columns

Click on Report Configuration to expand the configuration panel. Under the Report Column tab, select the following columns to build your customer analysis:

Essential columns for identifying repeat customers:

• Customer ID - Unique identifier for each customer
• Name - Customer name for easy reference
• Total Orders - The key metric showing how many orders each customer has placed
• Grand Total - Total amount spent across all orders
• Last Order Date - When the customer most recently purchased
• First Order Date - When the customer first purchased from you
• Net Sales - Total sales value after refunds and discounts

These columns provide a complete view of customer purchase behavior and make it easy to identify repeat buyers.

Step 4: Save and Run Your Report

Once you've selected your columns, click the blue Save button at the bottom of the configuration panel. Your report will now generate, showing all customers with their purchase history.

Analyzing Your Customer Data

Identifying New Customers (First-Time Buyers)

To see customers who have only purchased once:

1. Look at the Total Orders column in your report
2. Customers with "1" in this column are first-time buyers who haven't returned yet
3. Check their First Order Date to see how recently they made their purchase
4. These customers are prime candidates for follow-up marketing to encourage a second purchase

Finding Returning Customers (Repeat Buyers)

To identify your loyal repeat customers:

1. Scroll through your report to find customers with Total Orders of 2 or more
2. Customers with higher order counts (3, 4, 5+) represent your most loyal buyers
3. Review the Grand Total column to see total lifetime value
4. Check the Last Order Date to see how recently they've purchased

Using Date Filters for Recent Activity

PayHelm allows you to filter your customer data by specific time periods to focus on recent behavior:

1. Click on the blue Placed date filter button at the top of your report
2. Select a time range from the dropdown menu:
   • Last 7 Days - See very recent customer activity
   • Last 30 Days - Monthly customer view
   • Last 90 Days - Quarterly customer analysis
   • Last 365 Days - Annual customer overview
3. Click Apply to filter your report to that date range

This filtering helps you identify customers who have made multiple purchases within a specific timeframe, showing you active repeat buyers versus one-time purchasers.

Practical Use Cases

Win-Back Campaigns

Use the Last Order Date column to identify customers who haven't purchased in 60, 90, or 180 days. These customers made purchases before but may need a reminder or special offer to return.

Loyalty Recognition

Sort by Total Orders (highest to lowest) to identify your most frequent customers. These are ideal candidates for loyalty programs, exclusive offers, or personal thank-you messages.

Customer Lifetime Value Analysis

Compare the Grand Total and Total Orders columns to calculate average order value for repeat customers versus first-time buyers. This helps you understand the value of encouraging repeat purchases.

Exporting Your Data

Once you've created and filtered your customer report, you can export the data using the Export To button at the top right of the report. This allows you to:

• Import customer lists into your email marketing platform
• Create targeted customer segments for advertising
• Share insights with your team
• Perform additional analysis in spreadsheet software

Best Practices

• Regular Monitoring - Run this report weekly or monthly to track changes in customer behavior over time
• Set Benchmarks - Track what percentage of your customers make repeat purchases to measure customer retention improvements
• Segment Your Analysis - Create separate reports for different product categories or customer segments
• Take Action - Use these insights to drive targeted marketing campaigns and customer engagement strategies

Summary

PayHelm's Custom Reports make it easy to identify new versus returning customers without needing complex formulas or external tools. By focusing on the Total Orders, Last Order Date, and First Order Date fields, you can quickly segment your customer base and take action to increase customer lifetime value.

The key indicator is simple: customers with 1 order are new/first-time buyers, while customers with 2+ orders are returning customers. Use date filters to refine your analysis and focus on specific time periods relevant to your business goals.