Hello,
I’m working on data analysis for several Shopify businesses and I’d like to understand the exact criteria on which the returning customer rate calculation is based.
Context : the reason why I’m asking is because I also work on some businesses built on Prestashop, and they base their calculation of new/returning customers upon whether the user has created an account when filling the order. This method doesn’t work so well when people abandon or fail payment, then retry.
For example :
Order XXX, Customer 111, payment failed, (new account created => “new customer”)
Order XXX, Customer 111, payment failed
Order XXX, Customer 111, payment canceled
Order XXX, Customer 111, payment SUCCESS => at this point, a new account is not created so the user is considered returning costumer even though it is his first completed order
This makes the overall returning calculation false on Prestashop.
I’d like to understand the inner working of this statistic on Shopify to know how we can rely on it.
Thank you !