DAX New Customers Measure

Counts customers whose very first purchase (ever) falls inside the current date filter.

Customers and RetentionAdvancednew customersacquisitionfirst purchase

DAX code

New Customers =
VAR CustomersInPeriod = VALUES('Sales'[CustomerID])
VAR FirstPurchaseByCustomer =
    ADDCOLUMNS(
        CustomersInPeriod,
        "FirstPurchaseDate", CALCULATE(MIN('Sales'[OrderDate]), ALL('Sales'))
    )
VAR PeriodStart = MIN('Sales'[OrderDate])
VAR PeriodEnd = MAX('Sales'[OrderDate])
RETURN
    COUNTROWS(
        FILTER(
            FirstPurchaseByCustomer,
            [FirstPurchaseDate] >= PeriodStart && [FirstPurchaseDate] <= PeriodEnd
        )
    )

Notes

Replace 'Sales'[OrderDate] with your own transaction date column. Performance can degrade on very large customer tables since it evaluates a first-purchase date per customer.

Requirements

A fact table with a customer ID and an order date.

How to use this measure

In Power BI Desktop, select the table that should hold the measure and choose New measure on the ribbon.
Paste the code, then replace the placeholder table and column names with your own. The My table names fields above do this for you.
Run it through the DAX Formatter if you want it laid out in your team's style.

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More DAX resources

Browse all 175 measures in the Power BI DAX Measures Library, or search the library for something similar to New Customers.