The New Customers Report provides a list of customers who are considered new within a selected reporting date range.

The report includes customer and order details such as:

Customer name
Customer email address
Order count within the selected date range
Order IDs for each qualifying order

A summary is included at the bottom of the report worksheet with totals for:

Total new customers
Total customers
Percentage of customers that are new customers
Total new customer orders
Total orders
Percentage of orders from new customers
The selected date range

Navigation

Go to:

Operations → Reporting → ('Customer' section) → New

How UltraCart Identifies a New Customer

A customer is considered new when they meet all of the following conditions.

1. The customer placed an order during the selected date range

The order must have a payment date that falls between the From and To dates entered for the report.

The report uses the order’s payment date to determine whether the order belongs in the selected reporting period.

2. The customer has no earlier orders on record

UltraCart checks whether the same email address appears on any earlier order with a payment date before the start of the selected date range.

If an earlier order exists for that email address, the customer is treated as a repeat buyer.
If no earlier order exists for that email address, the customer qualifies as new.

Note: Email address is the identifier used to determine whether a customer is new or returning.

3. The order is valid

Rejected orders are excluded from the report.

The order must also include a non-blank customer email address. Orders without an email address cannot be used to determine whether the customer is new or returning.

4. The order falls within the merchant’s retention window

If the merchant account has an order retention window configured, UltraCart only evaluates orders that fall within that retained history.

Orders older than the configured retention window are not considered when checking for prior purchase history.

Important: Because the prior-order check is limited to retained order history, “new customer” means the customer has no prior order within the retained history. It does not always mean the customer has never ordered from the merchant before.

5. Customer Profiles Only may further restrict the report

When the Customer Profiles Only checkbox is selected, the report is restricted to orders tied to customer profiles.

This setting affects both:

The qualifying orders in the selected date range
The historical lookup used to determine whether the customer had earlier orders

Practical Implications

When reviewing the New Customers Report, keep the following behavior in mind:

A customer whose only previous order is outside the retained order history can appear as new again.
Customer matching is based strictly on email address.
If a shopper places a later order using a different email address, UltraCart treats that order as belonging to a new customer.
Rejected orders are excluded.
Orders without an email address are excluded because UltraCart cannot match them to prior customer history.

Generate the Report

To generate the report:

Enter the desired From date.
Enter the desired To date.
Optionally select Customer Profiles Only.
Optionally select Schedule Report if you want the report emailed on a recurring schedule.
Click Generate Report.

Date Ranges

The report includes two required date fields:

Field	Description

Field	Description
From	The starting date for the reporting period.
To	The ending date for the reporting period.

The selected date range determines which paid orders are evaluated for inclusion in the report.

Common Date Ranges

The Common Date Ranges shortcuts provide quick date selections so you do not have to manually type the report dates.

Available shortcuts include:

Recent
Days ago
This Year
Last year

Customer Profiles Only

Select Customer Profiles Only to restrict the report to customers who are associated with customer profiles.

When this option is selected, UltraCart limits the report results and prior-order comparison to orders tied to customer profiles.

Tip: Use this option when you only want to evaluate new customers who have saved customer profiles, rather than all customers who placed qualifying orders.

Schedule Report

The New Customers Report can be scheduled and emailed automatically.

To schedule the report:

Select Schedule Report.
Enter the starting date and time.
Choose the frequency from the drop-down list.
Enter the email subject.
Enter one or more email addresses to receive the report.

Separate multiple email addresses with commas.

Report Pickup

Large reports may take additional time to generate.

If the report is not available immediately, UltraCart notifies you that the completed report can be retrieved from the Report Pickup area.

To download the report:

Go to Report Pickup.
Locate the completed report.
Click Download.
If the report does not appear yet, click Refresh.

Expected Output

The report downloads as an Excel worksheet.

For the New Customers Report, the workbook contains a worksheet named New Customers with the qualifying new customer records and the report summary.

The New Customers report provides a list of customers who placed their first order within the selected reporting period, along with key order and contact details.

Column	Description

Column	Description
Email	The customer's email address. This is the primary identifier for the customer record.
First Name	The customer's first name as entered during checkout.
Last Name	The customer's last name as entered during checkout.
Address 1	The first line of the customer's shipping or billing address.
Address 2	The second line of the customer's shipping or billing address (if provided).
City	The city of the customer's address.
State	The state or province of the customer's address.
Zip	The postal/zip code of the customer's address.
Country	The country of the customer's address.
Order Count	The total number of orders placed by this customer (across all time).
First Item ID	The item ID of the first product purchased by this customer.
Orders	Hyperlinked order numbers (Order IDs) for all orders placed by the customer. Clicking an ID opens the order in UltraCart.

Summary Section (Bottom of Worksheet)

At the bottom of the worksheet you will find a summary section that displays:

Total New Customers: The total count of new customers in the report.
Total Orders: The total number of orders placed by these new customers during the reporting period.
Date Range: The selected reporting period for the data (e.g., 05/14/2025 - 05/14/2026).

Tip: This report is especially useful for analyzing first-time buyer behavior and follow-up marketing campaigns.

Let me know if you'd like me to adjust the wording, add examples, or include any additional sections (such as how to generate the report).

Best regards, UltraCart Support

Conclusion

The New Customers Report helps identify customers who placed their first qualifying order within a selected date range, based on retained order history and email address matching.

Use the report to measure new customer acquisition, compare new customer order volume against total order volume, and support customer growth analysis.

Next Steps

Review the report results for new customer trends.
Compare new customer order volume against total order volume.
Use Customer Profiles Only when you want to focus on customers with saved profiles.
Consider your account’s order retention settings when interpreting whether a customer is truly new or new within retained history.

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Navigation

Operations → Reporting → Customer → New

Overview

Here's a report that will give you a listing of "new" customers within a certain date range. In addition to the customers name, It will also show the following order information:

Customer's Email Address
Order Count (that took place within your specified date range)
Order Id's of each order

A summary will also be shown at the bottom of the report (worksheet)

Total New Customers
Total Customers
% of New Customers
Total New Customer Orders
Total Orders
% of Orders From New customers
The date range you specified (reminder)

To generate your report you simply;

Enter the from/to date range desired or alternatively, click one of the Date Range shortcuts
Click the Generate Report button.

Date Ranges

There are only two dates to be entered;

From (starting date) and
To (ending date).

This tells the system the reporting period you want to see.

Common Date Ranges (shortcuts)

To the right of the date fields is the Common Date Ranges shortcuts. Consider this optional method for entering your date range to save some typing. Simply click the link from one of the following rows:

Recent
Days ago
This Year
Last year row.

Customer Profiles Only (optional)

Selecting the "Customer Profiles Only" checkbox will restrict the report to listing those customers that are members of your Customer Profiles.

This report is schedule-able

To schedule an automated report that is emailed to one or more email addresses, select the "Schedule report checkbox.
You'll then be presented with the report scheduler form:

There are only four (4) fields to be completed:

Enter the starting date and time.
Chose the interval (Daily, Weekly or Monthly) from the drop-down list.
Enter the Subject text you want to see on your Email Subject line.
Enter the email address(es) you want the report to be sent to. Separate Emails with a comma.

Report Pickup

If a report that you've created covers a large date range you can expect some wait time. You'll be notified if there is a delay and will be told that you can obtain the report in the Report Pickup area. .

Once your report appears in this screen, click the "download" button. If your report doesn't appear, click the refresh button.

Click here for more about the Report Pickup.

Generate Report

Click the Generate Report button when you have finished entering the Date Range and any optional settings. If the report date range is short, you may see the report generated and available immediately. If not, you will receive a Report Pickup Email notice to the Email Address associated to your user account.

The following is an example of the New Customer Report with a 90 day date range, downloaded into an Excel worksheet. This particular report is comprised of a worksheet with only one tab (New Customers).