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Returning customer

A returning customer is a buyer who places an order when their order history with the store already includes at least one earlier order.

How it works

The store decides from its own orders: Shopify counts a customer as returning once their history already includes an order.

Google Ads has its own signals: lifecycle goals detect by default who bought within 540 days, and Customer Match lists of existing customers count too. The Google tag’s purchase event can also carry a customer_type: new or returning. New means no purchase within a set window, 540 days by default and recommended. When unsure, as with a guest checkout, the value is left out.

The split matters for the new customer acquisition goal, which can add extra value to a new customer’s first purchase. A buyer whose last order was 600 days ago is returning for the store but new under a 540-day window. Customer retention rate and churn explains why GA4’s returning users are not repeat buyers.

Where you see it

  • Shopify: the “New vs returning customers” report, for a chosen period.
  • Google Ads: the “New vs. returning customers” segment in the Campaigns table, for campaigns with the new customer acquisition goal.

Example

Example store, not client data.

In a month the tableware shop gets 300 orders from ads. Its own records show 160 first orders and 140 from earlier customers. 20 of those 140 last ordered more than 540 days ago. With the default window, the tag sends them as new: 160 + 20 = 180 new and 140 − 20 = 120 returning.

Not to be confused with

  • Repeat purchase rate — the share of customers with two or more orders inside a period. A returning customer can have a single order in that period.

Right and wrong readings

  • Wrong: “Google Ads shows 180 new customers, so the shop won 180 new customers.” Right: 20 had bought before, over 540 days ago; the store’s records show 160.
  • Wrong: “GA4 returning users are returning customers.” Right: for GA4, one previous session is enough; no order is needed.

Sources