Help Metrics and definitions

New and returning customers, and orders

Here’s how Stetto counts orders and new customers, and what an orders card can show you.

Orders

An order is one order. However many products are in it, an order with three products counts once.
That’s why order counts don’t split by product. They split by store, country, channel, sales channel, state and region. Sales and units do split by product. See Metric glossary.
“Average order value” is net sales ÷ orders.

New customers

“New customers” counts orders from first-time customers, as Shopify records them.
“Blended CAC” is total ad spend ÷ new customers. See Blended metrics.

New or returning

Split sales by “New or returning customer” to see how much came from first orders and how much from customers buying again. It works for net and gross sales, discounts, refunds, units sold and the profit built on them.

The split reads each order’s detail, which Stetto keeps for the last 180 days. A card reaching further back tells you where the detail starts: “Order detail goes back to 2026-05-02; earlier days aren’t included.”

The orders card

Choose “Orders” as a card’s type to list single orders, the top ones by the card’s first metric. Each row shows the “Order”, “Date”, “Products”, “Ship to”, “Channel” and “Customer” (new or returning). Amounts are to the cent. See Card types.

Orders come from your connected store only. Sample data has none, so the card says “Connect Shopify in Connections to see orders.” See Sample data.

No customer details

Stetto never imports who placed an order. For each one it keeps the order number, ship-to country, channel and whether it was a first order. Nothing more. See Security and privacy.