Understanding your purchase breakdown by type

Goal

Understand why Metrikia now splits your "Purchases" into three types and separates new customers from returning ones, then learn how to read and export this.

Why it matters: a flat purchase counter mixes a one-off sale, a monthly subscription and an offline-settled contract. These three families do not share the same lifetime value or the same acquisition logic. Splitting them gives you numbers you recognise and decisions you can trust.

Prerequisites

• A Metrikia account with recorded deals (via Stripe, a connected CRM, or manual entry).
• Access to the Closing dashboard.

The three structural types

Metrikia classifies each purchase by its payment mechanic, never by its amount (an amount threshold would be specific to your business and misleading across accounts).

1. One-shot: a single payment, collected in one go.
2. Subscription: a recurring payment tied to a subscription (value accrues over time).
3. Offline settled: a contract collected outside the online payment flow (amount declared through your CRM).

New customer or returning customer

For each purchase, Metrikia checks whether it is that customer's very first won deal (identified by email, falling back to phone).

• New customer: their first purchase. This is your true acquisition.
• Returning customer: they had bought before.
• Unknown: the contact has no usable email or phone (for instance after GDPR anonymisation). Metrikia does not guess and never counts it as "new".

Step 1: read the breakdown

1. Open your Closing dashboard.
2. Find the Purchase breakdown by type block.
3. For each type you see the purchase count, booked amount, collected amount, and the new / returning / unknown split.

Expected result: you recover your "real" contracts without them being drowned in small transactions, and you see at a glance how much of your business comes from new customers.

Step 2: export with the Type and Source columns

1. Go to /app/analytics/export.
2. Pick the Deals export.
3. Tick the Type (one-shot / subscription / offline) and Source (deal origin: Stripe subscription, Stripe payment, CRM import, offline, manual) columns.
4. Run the export (CSV or Excel) and reconcile against Stripe or your CRM.

The Source column reflects the real origin of the deal. Stripe subscriptions now show up as such, no longer as manual entries.

Booked, Collected and Cash to date

Three amounts coexist, do not confuse them:

• Booked amount: the contract value, frozen at signature. It is your ROAS numerator and never moves with collections (your past ROAS stays reliable).
• Collected amount: what is collected on the initial contract (capped at the booked amount).
• Cash to date: the real total cash received, renewals included. For a subscription this number grows with every monthly charge while the ROAS stays frozen. This is the right figure to track a subscription's cash over time.

The "Purchase breakdown by type" block shows Cash to date per type, and the Deals export has a Cash to date column.

Note: the cash from past renewals (before this update) was not stored in Metrikia and will be recovered progressively. New renewals accumulate correctly from now on.

Common issues

• A customer shows as "new" on two purchases: they probably exist under two records (two different emails). Merge the duplicates in your CRM to make the count reliable.
• Many "unknown" purchases: your contacts lack email and phone. Enrich your records to recover the new / returning split.
• 0 EUR trials do not appear: that is expected, the breakdown only counts won purchases, never trials.

Next step

Cross-reference these types with your campaigns in ADS to see which ones bring new customers. Missing a feature? Suggest it in Ideas and Roadmap from /app/settings.