Interpreting the content of the Customer Registrations report

The Customer Registrations report shows the permanent customer accounts created during the selected time period and how many of those customers placed their first purchase order by the report end date. The report helps you separate the amount of customer acquisition from how well new customers progress to their first purchase.

Open and run the report

The Customer Registrations report is run in the Reports view of the Dashboard.

1. Open Reports and find the Customer Registrations report.
2. Select Run Report .
3. Select a date range. By default, the report uses the last 30 days.
4. Check the result by selecting Preview or go to the Export tab and select Download CSV .

The preview may only show a portion of the rows. Use CSV export when you need the entire trimmed result for further analysis.

Read the daily lines

The Customer Registrations report groups customers by account registration date. Each row has:

• Date : date of registration of customer accounts.
• Registrations : The number of permanent customer accounts created on that day. Temporary customers are not counted.
• Customers who placed the first order : those registered on that day whose first trade order included in the report was placed no later than the end date of the selected period.
• First order conversion : The proportion of customers who placed their first order out of the signups that day.
• First order sales : tax-free sales of these customers' first orders. Shipping is included in the amount.

The row date is the customer registration date, not the first order date. The report does not include canceled, returned, quote, test, uncollected, or orders imported from an ERP system.

Calculate the summary for the entire period

The report view returns daily rows and does not provide a separate summary for the entire period. To calculate a summary from the full CSV file, do the following:

• add up Registrations ;
• add up Customers who placed the first order ;
• calculate the total conversion by dividing the total number of first-time orders by the total number of signups and multiplying by one hundred;
• add up First order sales .

Don't calculate your overall conversion as an average of daily percentages, as daily registration numbers can vary.

Interpretation examples

The numbers in the Customer Registrations report should be interpreted as parallel metrics of customer acquisition and progression to first purchase.

• If the number of registrations increases but the first order conversion does not, customer acquisition is working, but the progression to the first purchase needs to be reviewed.
• If conversion is good but registrations are low, the bottleneck may be in customer acquisition.
• If first order sales are low, check, for example, first-time customer benefits, shipping costs, checkout path, and products introduced to new customers.
• Very recent signups often have lower conversion rates than older groups because customers have had less time to make their first order.

Compare time periods of equal length and take into account the timing of campaigns, newsletters, and seasonality. There is no campaign, newsletter, or channel field in the report, so channel-specific analysis requires combining CSV data with separate campaign or analytics data.

What doesn't the report say?

The report answers the question: how well did customers who registered during the selected time period progress to their first purchase by the report end date? It does not show all orders or all sales. Use the sales report to view these.

The report also does not explain why an individual customer did not place their first order.

The report does not break down or convert currencies on the profit and loss lines. Therefore, in a multi-currency store, the combined sales amount for the first order may include different currencies.