How much do new customers spend after their first order?
What new customers spend later shows extra spend and repeat rate 7, 30, 60 and 90 days after a first order, by the source that brought the customer.
What the card shows
What new customers spend later is the last card on Customer Journeys. Its first line compares the two sources that brought the most new customers, for example Google Ad customers spend ฿171 more in 7 days. Meta Ad: ฿116.
Each row is a source that brought new customers to their first order:
| Column | What it shows |
|---|---|
| First source | The first step of the customer's journey. |
| New customers | How many new customers it brought in your dates. |
| 7 days, 30 days, 60 days, 90 days | What these customers spent on average in that many days after their first order, and under it the share who bought again, for example 8.9% bought again. |
A column fills in once enough days have passed. Until then it shows when, for example From 11 Nov. Sources with at least 50 customers in the 7 days column sit under Enough customers, the rest under Too early.
Which customers count
- Only new customers whose first order TrueROAS tracked itself. Orders with only Shopify's visit history are left out, because their customer details do not link a customer's later orders.
- A customer counts in a column only when that many days have fully passed since their first order.
- Later orders count from any source, not only the first one.
When TrueROAS has not tracked new customers in your dates yet, the card reads, for example, Starts with new customers TrueROAS tracked from 12 Oct 2026. Pick a range after that day.
Good to know
- Click Why under the table for how the numbers are counted.
- The card always shows new customers, whatever you picked under All customers, New and Returning.
- On a phone the table shows 7 days and 30 days. Swipe sideways if a number is cut off.
- For lifetime value over many months, see the LTV page under Analysis.