Plain-language questions
Ask for new customer revenue share per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Sales
New customer revenue share: formula and example.
New customer revenue share is the part of your revenue that comes from customers who placed their first order in the period. It shows how much of your growth comes from new customers and how much from existing ones. It tells you whether acquisition is keeping pace and how dependent you are on your current customer base.
New customer revenue share formula
Revenue from customers with their first order in the period ÷ total revenue in the period × 100%
Worked example
In 2025, Acme Groothandel had revenue of €8,400,000. Customers who ordered for the first time in 2025 accounted for €1,260,000. New customer revenue share is €1,260,000 ÷ €8,400,000 × 100% = 15%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher share means new customers play a larger role in your revenue. Whether that is good depends on your strategy: a growth business wants a high share, while a business with steady accounts values a stable base. Compare the share with previous years and read it together with customer retention rate.
Pitfalls with new customer revenue share
- Counting customers who return after several years as new without making that a deliberate choice.
- Creating a new account number for an existing customer, so they wrongly count as new.
- Choosing a short period, so customers who started in December count as existing in the following year.
SQL & DAX
Calculating new customer revenue share in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
WITH first_order AS (
SELECT customer_id, MIN(order_date) AS first_date
FROM orders GROUP BY customer_id)
SELECT date_trunc('year', o.order_date) AS year,
SUM(o.total_amount) AS revenue,
SUM(o.total_amount) FILTER (
WHERE date_trunc('year', f.first_date) = date_trunc('year', o.order_date)
) AS new_customer_revenue,
ROUND(100.0 * SUM(o.total_amount) FILTER (
WHERE date_trunc('year', f.first_date) = date_trunc('year', o.order_date)
) / NULLIF(SUM(o.total_amount), 0), 1) AS new_share_pct
FROM orders o
JOIN first_order f USING (customer_id)
GROUP BY 1
ORDER BY 1;New Customer Revenue =
SUMX(
VALUES(Customers[CustomerId]),
IF(
CALCULATE(MIN(Sales[OrderDate]), ALL('Date')) >= MIN('Date'[Date]),
CALCULATE(SUM(Sales[TotalAmount]))
)
)
New Customer Revenue Share =
DIVIDE([New Customer Revenue], SUM(Sales[TotalAmount]))In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate new customer revenue share?
Find each customer's first order date and add up the revenue of customers whose first order falls within the period. Divide that revenue by total revenue for the period. With €1,260,000 out of €8,400,000, the share is 15%.
When does a customer count as a new customer?
A customer is new in the period in which they place their first order. Decide how to treat customers who return after a long gap, for example two years without orders. Then apply that definition consistently.
What is the difference between new customer revenue share and customer retention rate?
New customer revenue share measures how much revenue new customers bring in, while customer retention rate measures how many existing customers you keep. They complement each other: together they show whether growth comes from acquisition or retention. A high new customer share with low retention may mean you are winning customers only to lose them again.
Further reading
- KPI librarySales KPIs: formulas and examplesSales KPIs measure how healthy your pipeline is and how well it turns into revenue. The data comes from your CRM, combined with invoiced revenue from your accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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