Check 11 / 12 LOW impact In the full checklist
Segment new vs returning customers in reports
What this check is
Blended revenue hides whether growth comes from new customers or from the same people buying again — two very different businesses with different economics.
How to implement it
Ensure the customer type is captured on the purchase event or available in the store reports, then split the key reports by new and returning and track the share of new customers over time. Compare the cost per acquisition against that split.
How to verify it
Run a monthly report and confirm the new-customer share is calculated from an identified customer, with the sum of new and returning orders equalling the total.
All 197 checks, one Google Sheet
This page is the summary. The full checklist carries the priority, the impact score and the tool link for every check — all 197 of them, across 14 categories, as a Google Sheet and CSV with lifetime updates.
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