{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "sales.new_customers_added",
    "slug": "new_customers_added",
    "domain": "sales",
    "defaultLabel": "New Customers Added",
    "description": "Count of net-new logo customers signed during the period (a customer is a discrete buying entity — typically an account, not a seat). Paired with sales.new_business gives Average Selling Price (ASP) — a primary input to ICP / segment-fit conversations. Early-stage boards read the logo count as a sanity check on top-of-funnel and PMF before ARR-density grows enough to matter. Common pitfall: counting expansion deals or new contracts from existing customers as \"new\" inflates the acquisition signal — the count must match the same \"first-time customer\" criterion as New Business ARR.",
    "fieldType": "number",
    "unit": null,
    "maturity": "general",
    "suggestedForStages": [
      "preSeed",
      "seed",
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "Sales"
    ],
    "stageRelevance": {
      "preSeed": "core",
      "seed": "core",
      "seriesA": "core",
      "seriesB": "recommended",
      "seriesC": "recommended",
      "public": "recommended"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "formula": "New Customers Added = Count of distinct customer entities whose first-ever active contract started during the period. Must apply the same logo-counting unit (account / parent-org / billing entity) consistently across periods so the trend is comparable.",
    "whyItMatters": "Logo count is the most direct read on acquisition-motion volume before contract-value mix dominates the ARR view. Early-stage boards read it before ARR; growth-stage boards pair it with ASP to spot segment drift (e.g. up-market mix-shift where logo count falls while ARR rises).",
    "interpretationGuidance": "Read alongside New Business ARR to derive ASP (= New Business ARR / New Customers Added). A rising ASP with falling logo count signals up-market drift (often intentional). Stable ASP with falling logo count signals a top-of-funnel problem. Falling ASP with stable logo count usually means discounting pressure — investigate competitive dynamics.",
    "relatedKpiIds": [
      "sales.new_business",
      "sales.avg_contract_value",
      "sales.cac",
      "sales.pipeline_deal_count",
      "sales.closed_won_count",
      "sales.win_rate"
    ],
    "calculationPolicy": {
      "inclusionRules": [
        "Count of distinct customer entities whose first-ever active contract started during the period.",
        "Use a consistent logo unit (typically parent account / billing entity) across periods."
      ],
      "exclusionRules": [
        "Expansion deals to existing customers — even if a new product or new line of business is added.",
        "Renewals or reactivations of previously-churned customers — those are separately tracked.",
        "Pilots / free trials — until the first paid contract starts.",
        "Sub-accounts under an existing parent (when parent-level is the unit) — should not double-count."
      ],
      "requiredInputs": [
        "CRM customer table with stable customer-since field.",
        "Definition of \"logo unit\" (parent account vs sub-account vs billing entity) — pin one and apply consistently."
      ],
      "dataSourcePriority": [
        "CRM with explicit customer-since field per logo unit.",
        "Billing system with first-billed-date as a fallback."
      ],
      "edgeCases": [
        "Customer signs in period N but goes live in period N+1: pick a convention (signing-date vs go-live-date) and apply consistently with `sales.new_business`. Mismatched conventions break ASP calculations.",
        "Reactivated former customers: pin a policy (\"count as new\" or \"count as recovery\") and apply consistently. Most boards prefer separate reporting.",
        "Parent-child shifts: if the logo unit changes mid-year (e.g. multi-subsidiary deal becomes a single parent contract), don't treat the consolidation as a logo gain or loss."
      ],
      "validationChecks": [
        "Count is a positive integer.",
        "New Customers Added × ACV ≈ New Business ARR within ~1% rounding — material divergence means the two metrics use different logo definitions.",
        "Trend should be smooth at steady state; large step-functions usually indicate a CRM data-cleanup or logo-unit change, not a real-world event."
      ],
      "commonMiscomputations": [
        "Counting expansion deals or sub-account adds as \"new customers\" — inflates the acquisition signal.",
        "Logo-unit inconsistency across periods (parent in Q1, billing-entity in Q2) — produces phantom growth or shrinkage.",
        "Using signing-date here but go-live-date for New Business ARR — ASP becomes nonsense.",
        "Counting trial conversions twice (once when trial started, once when paid contract began).",
        "Including customers in the count whose contract never went live (lost-to-implementation churn happens before live-ARR but after counting)."
      ]
    },
    "metricBasis": {
      "timeBasis": "period_flow",
      "dateBasis": "go_live",
      "production": "primary"
    }
  }
}