Overview

Is New Customer indicates whether an order is the customer’s first order for the shop.

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Is New Customer = true if no earlier order exists for the same customer

Detailed Breakdown

The classification is based on data from the Orders table.

If a previous order is found where any of the following fields match the current order’s values:

• customer_id
• customer_email
• customer_phone

then is_new_customer = false; otherwise true.

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Note

Triple Whale classifies all customers as either new or returning, while some sales platforms may leave certain customers unclassified.

This difference can lead to discrepancies when comparing Triple Whale metrics (e.g., New Customer Orders, Returning Customer Revenue) with analytics from the main sales platform.

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Change History

On October 5, 2025, Triple Whale updated the is_new_customer logic.

Previously, a customer was considered returning only when both the customer_id and at least one of customer_email or customer_phone matched a previous order.