Most DTC Brands Measure Revenue. The Smart Ones Measure Return Rate.

You Can’t Fix Retention if You Don’t Measure It

Sticky Digital’s New vs. Returning Customer Tracker is a Google Sheets tool that shows you exactly how well your brand turns new buyers into loyal customers. If you don’t know what percentage of your customers return within 30, 60, or 90 days, you’re not managing retention—you’re flying blind.

What It Is

A free, plug-and-play Excel sheet to calculate your retention rate over time by tracking customer behavior after their first order.

Download the New vs. Returning Customer Tracker (Excel)

What It Tracks

  • New customers acquired by month
  • Return purchase rates at 30/60/90 days
  • Customer behavior patterns across campaigns and offers
  • Impact of CX, flows, and incentives on retention

Who It’s For

How to Use It

Step 1: Export Customer Data

From Shopify or your ESP/CDP, export monthly new customer data and their order dates. Paste into the sheet.

Step 2: View Retention Performance

The tracker automatically calculates what percentage of each cohort makes a second purchase within 30, 60, or 90 days.

Step 3: Add Notes and Optimize

Track what changed in your CX, flows, or promos. Use this insight to refine your post-purchase journey and second-purchase flows.

Why It Works

Because knowing how many customers return is the foundation of every smart retention decision. This tool helps you spot the gaps and build strategies to fix them—fast.

Download the Tracker

Get the New vs. Returning Customer Tracker

Need Help Making It Actionable?

Request a free retention audit and we’ll help you use this tracker to identify, diagnose, and close the gaps in your customer journey.

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