Overview

The New Customer Program ROI dashboard gives you a complete view of how your promotional programs drive new customer acquisition, retail sales value, and long-term return on investment. This report is designed specifically for manufacturers who want to evaluate how effectively their Astro Loyalty programs convert promotional spending into real, measurable business growth.

The dashboard is made up of four major components:

1. Program-Level ROI Summary

2. Location-Level KPIs

3. New Customer Behavior & Follow-Up Purchasing

4. Subsequent Items Purchased by New Customers

1. Program-Level ROI Summary (Top Table)

Key Columns Explained

Customers & Transactions

• Customers represents the number of unique individuals purchasing within the program.
  
  

• Transactions include all purchases and all redemptions.
  These figures help you understand engagement: how many people participate and how often.
  
  

Total Transaction Value

Represents the MSRP value generated by all items purchased or redeemed.

Total Cost

Your total promotional investment, including:

• Rebate amounts
  
  

• Cost of free goods (reward quantity × MSRP)
  
  

• Astro redemption fees
  
  

This is the “spend” side of your ROI evaluation.

Total Net

Total Transaction Value – Total Cost
This is the true economic contribution your program creates at retail.

Total ROI

Total Net ÷ Total Cost
A higher ROI means your promotions are producing strong returns relative to spend.

New Customer Columns (Program-Level Focus)

This dashboard is designed to highlight new customer acquisition specifically.

New Customers

The count of customers making their first-ever purchase of your brand on Astro during the selected period.

New Customer Total Value

The total MSRP value generated only by new customer purchases.

This shows how much revenue impact these first-time buyers have in their initial interactions.

New Customer Long Term ROI

Measures how your new customer value compares to what you spent:
(New Customer Total Value − Total Cost) ÷ Total Cost

This number is critical because it isolates ROI related to customer acquisition—not your entire customer base.

What This Table Tells You

• Which programs create the most new customers
  
  

• Which programs deliver the best ROI after factoring in cost
  
  

• Where your promotional dollars create the highest economic return
  
  

• Which offers attract quality new customers vs. low-value repeat redeemers
  
  

• Whether your programs grow brand reach or simply subsidize existing purchasers
  
  

This is the executive view of program performance.

2. KPIs by Location (Middle Table)

This section breaks down performance by individual retail locations.

Each row represents a single retailer participating in your programs.

Why This Matters

• Shows which retailers acquire the most new customers
  
  

• Highlights high-performing partners deserving additional support
  
  

• Identifies underperforming stores where additional training or merchandising may be beneficial
  
  

• Helps your sales team prioritize retailer outreach
  
  

• Gives insight into geographic or regional patterns
  
  

Key Metrics

Each column reflects the same definitions as the top table but scoped to a single retailer.
The most important metrics here are:

• New Customers — the number of first-time buyers at each location
  
  

• Total ROI — how efficiently that retailer converts promotional investment
  
  

• Total Net — the location’s contribution to bottom-line value
  
  

This section helps you understand where your success is coming from.

3. New Customers by Month (Bottom Left Chart)

This bar chart visualizes the month-over-month acquisition of new customers.

Why It Matters

• Reveals seasonal trends
  
  

• Shows the impact of new programs launched during specific months
  
  

• Highlights growth trends and customer momentum
  
  

• Allows you to correlate marketing or distribution activity with real outcomes
  
  

Consistent month-over-month growth indicates strong traction and awareness at retail.

4. Subsequent Items Purchased by New Customers (Bottom Right Bubble Chart)

This visualization shows what items new customers purchase after their initial qualifying purchase.

Why It Matters

This chart is incredibly important for understanding long-term behavior:

• Indicates which SKUs naturally convert new customers into multi-product buyers
  
  

• Shows cross-sell pathways
  
  

• Helps identify hero products and high-value follow-ups
  
  

• Reveals product dependencies or natural progression (e.g., dog → treats → supplements)
  
  

• Supports decisions around offer design, bundling, and account-level recommendations
  
  

Bigger bubbles represent higher volumes of subsequent purchases.

This is essentially a retention and lifetime value preview, shown through SKU adoption.

What This Dashboard Helps Manufacturers Understand

✔ How effective your offers are at acquiring new customers

The core purpose of this report is to measure whether your promotions bring fresh buyers into your brand.

✔ How much value new customers contribute immediately

The “New Customer Total Value” column isolates revenue from these newly-acquired buyers.

✔ Whether your promotional spend is generating sustainable ROI

“New Customer Long Term ROI” shows whether investment into acquisition is paying off.

✔ Which retailers and programs deliver the strongest returns

Location-level KPIs help you focus on high-performing partners.

✔ What new customers do after their first purchase

The bubble chart provides powerful insight into cross-sell and long-term customer behavior.