The number of new and returning customers can be important business metrics. New customers are defined as customers making purchases in a specified time period that have never purchased in prior time periods, and returning customers are defined as customers making purchases in a specified time period that have purchased in previous time periods. Understanding how many customers return to make subsequent purchases helps a business understand whether or not they have a customer loyalty issue. This is highly important because retaining customers is generally considered far easier than attracting new customers. In addition, tracking new customers can be an important measure of how well a business is marketing its products and services.
This recipe demonstrates how to calculate new and returning customers using DAX.