Is New Customer
is_new_customer
Overview
Is New Customer indicates whether an order is the customer’s first order for the shop.
Is New Customer =true
if no earlier order exists for the same customer
NoteTriple 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.
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
.
Change HistoryOn 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 ofcustomer_email
orcustomer_phone
matched a previous order.
Updated about 2 hours ago