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New Signups Report Documentation

Menu Location: Reports > New Signups

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The New Signups Report provides detailed analysis of customer acquisition, tracking who signed up, when, from where, and what they purchased. This report is essential for measuring marketing effectiveness, understanding customer acquisition costs, and identifying successful growth channels.

Primary Functions:

  • Track all new customer signups
  • Analyze signup sources and campaigns
  • Monitor subscription types chosen
  • Calculate customer acquisition metrics
  • Export signup data for analysis
  • Identify trends and patterns in new customer behavior

Page Layout

Header Section

  • Date range selector
  • Summary statistics
  • Export and filter controls

Summary Metrics Dashboard

  • Total new signups
  • Total subscription value (MRR)
  • Average subscription value
  • Signup source breakdown
  • Conversion funnel metrics

Detailed Signup List

Comprehensive table of all new customers:

  • Customer name and contact
  • Signup date/time
  • Subscription details
  • Signup source
  • Initial order value
  • Payment method
  • Status

Charts & Visualizations

  • Signups over time (trend line)
  • Source distribution (pie chart)
  • Subscription type breakdown
  • Day of week/hour patterns

Summary Metrics

Total New Signups

What It Measures:

  • Count of new customers in date range
  • First-time subscribers only
  • Excludes reactivations (tracked separately)

Compare To:

  • Previous period
  • Same period last year
  • Your growth goals
  • Industry benchmarks

Total Monthly Recurring Revenue (MRR)

Calculation:

  • Sum of all new subscription values
  • Monthly recurring amount
  • Excludes one-time purchases

Why It Matters:

  • Measures revenue impact of acquisitions
  • Forecasts future revenue
  • Justifies marketing spend
  • Tracks business growth

Average Subscription Value

Calculation:

  • Total MRR ÷ Number of signups
  • Shows typical new customer value

Insights:

  • Higher = attracting premium customers
  • Lower = broader market appeal
  • Track changes over time
  • Compare across sources

Signup Source Breakdown

Sources Tracked:

  • Website (organic)
  • Google Ads
  • Facebook/Instagram Ads
  • Email campaigns
  • Referral program
  • Events/farmers markets
  • Partner sites
  • Phone/in-person
  • Other

Percentage Distribution:

  • Shows which channels drive most signups
  • Identifies top performers
  • Reveals underperformers

Detailed Signup List

Customer Information

Displayed Data:

  • Full name
  • Email address
  • Phone number
  • City/State
  • Signup date and time
  • Customer ID (click to view profile)

Actions:

  • Click name to view full customer detail
  • Email customer directly
  • Add tags
  • Add to welcome sequence

Subscription Details

What Box Type:

  • Subscription box selected
  • Size chosen
  • Delivery frequency
  • First delivery date

Pricing:

  • Monthly subscription amount
  • Initial order total
  • Discount applied (if any)
  • Promotional code used

Signup Source Attribution

Tracking:

  • How customer found you
  • Campaign they came from
  • Referral source if applicable
  • Landing page visited

UTM Parameters:

  • Source (google, facebook, email)
  • Medium (cpc, social, email)
  • Campaign name
  • Content variation

Use For:

  • Marketing ROI calculation
  • Channel optimization
  • Campaign performance
  • Attribution modeling

Payment Information

Method:

  • Credit card (brand shown)
  • PayPal
  • Other payment types

Status:

  • Payment successful
  • Payment pending
  • Payment failed (needs follow-up)

First Transaction:

  • Amount charged
  • Authorization code
  • Transaction date/time

Filtering & Segmentation

Date Range Filters

Preset Ranges:

  • Today
  • Yesterday
  • Last 7 days
  • Last 30 days
  • Last 90 days
  • This month
  • Last month
  • Custom date range

Use Cases:

  • Daily check: Last 24 hours
  • Weekly review: Last 7 days
  • Monthly reporting: Last 30 days
  • Campaign analysis: Campaign dates

Source Filters

Filter by Single Source:

  • See only Google Ads signups
  • Isolate referral program results
  • Compare Facebook vs Instagram
  • Analyze email campaign

Multi-Source Comparison:

  • Select multiple sources
  • Compare performance
  • Identify best mix

Subscription Type Filters

Filter By:

  • Box type (veggie, meat, mixed, etc.)
  • Box size (small, medium, large)
  • Delivery frequency (weekly, bi-weekly, monthly)

Use To:

  • Identify popular offerings
  • Match marketing to preferences
  • Forecast inventory needs

Geographic Filters

Filter By:

  • State
  • City
  • ZIP code
  • Delivery route

Use To:

  • Analyze regional growth
  • Target local marketing
  • Plan delivery expansion
  • Identify underserved areas

Performance Analysis

Customer Acquisition Cost (CAC)

Calculation: CAC = Total Marketing Spend ÷ New Customers Acquired

Example:

  • Spent $1,500 on Facebook Ads
  • Acquired 50 customers from Facebook
  • CAC = $1,500 ÷ 50 = $30 per customer

Benchmark:

  • Compare to customer lifetime value (LTV)
  • Healthy ratio: LTV should be 3x CAC or higher
  • Track CAC trends over time

Conversion Funnel

Stages:

  1. Visits: People who visited website
  2. Started Signup: Began signup form
  3. Completed Signup: Finished form
  4. Payment Success: Successfully subscribed

Conversion Rates:

  • Visit to Start: Tracks page effectiveness
  • Start to Complete: Tracks form friction
  • Complete to Payment: Tracks payment issues

Optimization:

  • Identify drop-off points
  • A/B test improvements
  • Reduce friction
  • Increase conversions

Patterns to Identify:

Day of Week:

  • Which days get most signups?
  • Monday typically highest (weekend research)
  • Plan campaigns accordingly

Time of Day:

  • Peak signup hours
  • Adjust ad scheduling
  • Staff customer service

Seasonal Patterns:

  • Monthly variation
  • Holiday effects
  • Seasonal interest cycles

Campaign Impact:

  • Spikes during promotions
  • Post-campaign drop-off
  • Sustained vs temporary lift

Exporting Data

Export Formats

CSV/Excel:

  • All signup data
  • Import to analytics tools
  • Custom analysis
  • Share with team

PDF Report:

  • Professional summary
  • Charts included
  • Present to stakeholders
  • Print/archive

Automated Reports:

  • Weekly signup summary
  • Monthly acquisition report
  • Emailed automatically
  • Configure recipients

Export Uses

Marketing Analysis:

  • Calculate ROI per channel
  • Identify winning campaigns
  • Budget allocation
  • Strategy planning

Financial Planning:

  • Revenue forecasting
  • Growth projections
  • Investor reporting

Operations:

  • Inventory planning based on signup trends
  • Route capacity planning
  • Staffing needs

Common Use Cases

Use Case 1: Measure Campaign ROI

Goal: Determine if Facebook ad campaign was profitable

Steps:

  1. Note campaign dates: May 1-15
  2. Filter report: May 1-15 date range
  3. Filter source: Facebook Ads
  4. Count signups: 62 new customers
  5. Calculate MRR: $2,480
  6. Check campaign spend: $1,200
  7. Calculate CAC: $1,200 ÷ 62 = $19.35
  8. Average subscription: $2,480 ÷ 62 = $40
  9. Projected LTV (12 months): $480
  10. ROI: LTV $480 vs CAC $19.35 = 24.8x return

Result: Campaign highly profitable, increase budget

Use Case 2: Identify Best Performing Content

Goal: Which landing page converts best?

Steps:

  1. Export last 90 days signups
  2. Filter by UTM content parameter
  3. Compare signups per variation:
    • Landing Page A: 45 signups
    • Landing Page B: 78 signups
    • Landing Page C: 32 signups
  4. Landing Page B winner
  5. Analyze what makes it effective
  6. Apply learnings to other pages
  7. Retire underperforming Landing Page C

Result: Data-driven page optimization

Use Case 3: Optimize Referral Program

Goal: Increase referrals from existing customers

Steps:

  1. Filter source: "Referral"
  2. Check current referral rate
  3. Last 30 days: 12 referrals (15% of signups)
  4. Goal: Increase to 25%
  5. Actions:
    • Increase referral reward
    • Email customers about program
    • Add referral prompts in app
  6. Monitor next 30 days
  7. Measure improvement

Result: Systematic referral growth

Use Case 4: Geographic Expansion Planning

Goal: Decide where to expand delivery

Steps:

  1. Export all-time signups
  2. Map signups by ZIP code
  3. Identify clusters outside current routes
  4. High demand areas:
    • ZIP 12345: 15 signups (not serviced)
    • ZIP 54321: 22 signups (not serviced)
  5. Calculate if profitable to add route
  6. Plan expansion to high-demand ZIPs

Result: Data-driven expansion decisions

Use Case 5: Seasonal Trend Planning

Goal: Prepare for seasonal demand changes

Steps:

  1. Export last 2 years signups
  2. Group by month
  3. Identify pattern:
    • January: 45 signups (New Year goals)
    • February-March: 30 signups (decline)
    • April-May: 55 signups (spring peak)
    • June-August: 35 signups (summer travel)
    • September: 60 signups (back to routine)
    • October-December: 40 signups (holiday busy)
  4. Plan marketing budget around peaks
  5. Prepare inventory for surge months
  6. Staff accordingly

Result: Efficient resource allocation

Troubleshooting

Signups Not Appearing in Report

Check:

  1. Date range includes signup date
  2. Customer status (may be set to test/internal)
  3. Refresh report
  4. Verify signup actually completed
  5. Check if filtered inadvertently

Source Attribution Missing

Symptoms:

  • Many signups show "Unknown" source
  • Campaign not being tracked

Solutions:

  1. Verify UTM parameters in URLs
  2. Check tracking code installed correctly
  3. Test signup flow yourself
  4. Update links with proper tracking
  5. Train staff to record source for phone signups

Duplicate Customers Appearing

Symptoms:

  • Same person listed twice
  • Inflates signup count

Solutions:

  1. Check if reactivation vs new signup
  2. Verify customer created duplicate account
  3. Merge duplicate accounts
  4. Implement better duplicate detection
  5. Filter to first signup only
  • Daily Customer Report - Daily activity summary
  • Customers - Full customer database
  • Subscriptions Report - Subscription analytics
  • Marketing Dashboard - Campaign performance

Permissions & Access

Required Access Level: Manager or higher

Best Practices

Regular Monitoring

  1. Check report weekly minimum
  2. Compare to previous period
  3. Celebrate wins with team
  4. Investigate sudden changes
  5. Track toward goals

Attribution Accuracy

  1. Use UTM parameters consistently
  2. Track all marketing sources
  3. Train staff on source recording
  4. Test tracking before campaign launch
  5. Audit attribution quarterly

Data-Driven Decisions

  1. Calculate ROI before scaling spend
  2. Test before committing budget
  3. Double down on winners
  4. Cut underperformers
  5. Share insights with team

Things to Avoid

  • Vanity metrics without ROI context
  • Ignoring CAC increases
  • Not tracking source attribution
  • Failing to act on insights
  • Comparing without context (seasonal factors, etc.)

Quick Reference Card

Task Action
View this week's signups Select "Last 7 days"
Check campaign performance Filter by campaign source
Calculate CAC Marketing spend ÷ Signups
Export for analysis Click "Export CSV"
View customer details Click customer name
Compare periods Select two date ranges
Filter by source Use source dropdown
View subscription types Filter by box type
Track referrals Filter source: "Referral"
Geographic analysis Export and map by ZIP

FAQs

What's a good number of new signups per month?

Depends on business size and goals. Track your growth rate (% increase month-over-month). Healthy SaaS businesses grow 5-10% monthly in early stages.

How do I track offline signups?

Train staff to record source when signing up customers by phone or at events. Add dropdown for source selection during manual signup process.

Should I count trial signups?

Track separately if offering trials. Convert to full customers in report when trial converts to paid subscription.

What if my CAC is too high?

Optimize conversion rates before cutting spend. Improve landing pages, reduce signup friction, better targeting. If CAC remains high, evaluate if LTV supports it.

How long should I run a campaign before evaluating?

Minimum 2 weeks for statistically significant data. Longer for low-traffic campaigns. Consider full customer lifecycle (3-6 months) for true ROI.

Can I see which existing customers referred signups?

Yes, referral source tracking includes referrer name. Useful for thanking top referrers and offering bonuses.

Why do some customers show no source?

Direct website visits without tracking parameters, bookmark/typed URL, or phone signups without recorded source show as "Direct/Unknown."

Should I focus on quantity or quality of signups?

Quality beats quantity. Track retention rate of signups by source. Lower CAC with poor retention is worse than higher CAC with excellent retention.

How do I attribute signups from multiple touchpoints?

Use first-touch attribution (first source), last-touch (final source before signup), or multi-touch modeling (credit to all touchpoints). Choose methodology and stick with it.

End of Documentation

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