New Customers Chart: How Many People Your App Gains Each Period

RevenueDot gives every customer one cohort date: the earlier of the moment the SDK first called the server and the customer's first transaction. The customer is counted once, in the period that holds that date. A person with several aliases, such as an anonymous ID that later merges with a logged-in ID, counts once.

The chart offers customer filters and segments only: country, platform and app version. Purchase filters such as store or product do not exist here, because a customer who has not bought yet has no product. Platform and app version are the customer's latest values, not the values from the first session. The sandbox switch does not change customer counts, the same as on the Overview.

Periods are UTC, the default resolution is day, and the summary total is the sum over the range you pick. You can open it in the dashboard under Charts or fetch it with GET /v2/projects/{project_id}/charts/customers_new. The response has the same shape as RevenueCat's Charts API, so scripts written for that API keep working. The secret key needs the charts_metrics:charts:read permission. The Charts guide lists every parameter.

Four customers, with the cohort date RevenueDot picks for each. The weeks start on Monday.

The week of 28 September shows 3 new customers and the week of 5 October shows 1.

New customers is the top of your funnel. It tells you whether growth is coming from more people entering the app or from better conversion after they arrive. Divide a week of ad spend by that week's new customers to get your cost per new customer, then compare it with what a customer pays you over time on the LTV charts.

Every cohort chart divides by this number. If new customers jumps because of an SDK change, a reinstall wave or a login bug that creates a second ID per person, conversion rates fall even though nothing changed in your paywall. Check this chart first when a rate moves without a reason.

How to read it

• Compare it with store downloads. The gap is people who installed but never opened the app, or opened it before the SDK was configured.
• A person who signs out and signs in with a new ID that never merges with the first one shows up as two customers. Fix identity before you trust a growth spike.
• Segment by country to see where new customers come from, then check conversion for the same countries.
• Use weekly resolution if your app has strong weekday swings, so the bars are comparable.
• Read it next to Active Customers: new customers falling while active customers hold steady means retention is carrying you.