Overview

Unique Customers represents the number of unique customers who placed orders within the selected timeframe.

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Unique Customers = Total count of unique customers

The calculation is based on data from the Orders table.

Detailed Breakdown

The formula above is derived from the following components:

Unique Customers = uniq(o.customer_id) --> Orders table

Insights and Actions

Unique Customers helps you measure the breadth of your customer base and understand how effectively your business is attracting and retaining buyers:

• Track Customer Growth: Monitor changes in unique customers over time to assess the impact of marketing campaigns, product launches, or seasonal promotions on customer acquisition.
• Evaluate Retention and Loyalty: Compare Unique Customers with Returning Customers Percent to see whether your growth is driven by new buyers or repeat purchasers.
• Align Marketing Spend to Customer Acquisition: Analyze customer growth alongside ad spend and New Customers Percent to gauge how efficiently your paid marketing converts into first-time customers.

Related Metrics

• New Customers Percent – Shows the share of total customers who are new within the selected period, useful for acquisition tracking.
• Returning Customers Percent – Complements Unique Customers by indicating repeat purchase behavior and loyalty trends.
• Orders – Provides context on overall order activity relative to unique customer count, helping estimate order frequency.

Example Use

Prompt

How many unique customers were there yesterday?

Response

Query

SELECT
  uniq (ot.customer_id) AS unique_customers
FROM
  orders_table AS ot
WHERE
  ot.event_date = CURRENT_DATE() - 1