Why are my customer counts in the New Customers Analysis report different from Shopify?

The New Customer Analysis dashboard is only showing data for customers who were acquired within the selected date range -- this is not necessarily going to represent your entire customer base since if a customer was acquired before the selected date but repeat-purchased more recently, they would not be included in the New Customer Analysis data.

To get a more complete picture of your total customer counts, we recommend heading to the Customers - Last Order Analysis page -- this page will show all customers whose latest purchase happened within the time range, regardless of if it was an acquisition order or repeat.