I’m trying to find the best way to track new and returning customers each month. However, the answer to this question seems to differ depending on where I get this info in Klaviyo. I’m looking at three places in the following examples to get the new/returning customers in January 2024.

If I pull these figures in the metrics tab, I get 1026 new customers.

If I pull these figures from the overview dashboard, I get 649 new customers.

If I pull these figures by creating a segment, I get 748 new customers. For this I’m including customers who have opened an email in this same month, I would think this value, if anything, would be lower than the value in the overview dashboard, but it is actually higher. 

I’m wondering why each of these is different. Which of these should I be using to track new customers?