You can analyze the revenue split between existing and new customers. It is usually done weekly. This split provides valuable insights into your company’s health and growth potential. Here's why it's important:

1. Retention vs. acquisition: a high percentage of revenue from existing customers suggests strong retention, loyalty, and a stable revenue base. If new customers account for a significant portion, your business may be in a growth phase, but it also indicates a reliance on acquisition. Customer acquisition can be expensive and resource-intensive. Understanding the balance helps you evaluate the cost-effectiveness of retention versus acquisition.
2. Marketing and sales effectiveness: a growing share of revenue from new customers suggests effective marketing and sales strategies. However, if the revenue primarily comes from existing customers, your acquisition strategies may need to be reassessed, or market saturation could limit new customer inflows. Tracking this split helps identify if adjustments to your strategies are necessary.
3. Customer base health: A healthy customer base should include a mix of new and old customers. Revenue from existing customers typically indicates repeat business or long-term contracts. It signals that your offerings provide sustained value. If revenue from new customers dominates, it may indicate low customer lifetime value (LTV), suggesting more transactional relationships rather than long-term retention. Monitoring this split helps gauge the longevity of your customer relationships.
4. Upselling and cross-selling opportunities: Revenue from existing customers highlights potential for upselling or cross-selling. If most of your revenue comes from new customers, it may indicate underexploited opportunities within your current base. Analyzing the split can reveal areas to increase the lifetime value of existing customers through further engagement and additional offerings.