URL: /revenue/new-arr · Id: `page:/revenue/new-arr`

# New Customers: what moves it

> New Customers counts the ARR from Customers paying for the first time, and the Plays that won them.

New [Customers](https://startupbuilder.dev/business/nouns/customer) counts the ARR from Customers with no revenue in any earlier window. It is the product of the five numbers under it.

## The number

```text title="New Customers · Ask"
What moved new Customers this week, and which Play moved it?
```

```ts title="New Customers · SDK"
import { $ } from 'startup-builder'

const { total } = await $.Customer.list({ where: 'since >= "2026-10-12"', total: true })   // 6 Customers paid for the first time
return await $.Metric.query({ metric: 'new-arr', shape: 'trend', breakdown: 'play', window: '7d' })   // by the Play credited · Not live yet, gaps #4
```

```json title="New Customers · Response · sample"
{
  "metric": {
    "$id": "https://api.sb/leaseline.app/metrics/new-arr",
    "$type": "Metric",
    "name": "New ARR"
  },
  "week": "2026-10-19",
  "value": 2082,
  "rows": [
    {
      "play": "cold-email",
      "value": 694
    },
    {
      "play": "instant-response",
      "value": 347
    },
    {
      "play": "warm-intros",
      "value": 347
    },
    {
      "play": "events-and-webinars",
      "value": 347
    },
    {
      "play": "editorial-seo",
      "value": 347
    }
  ]
}
```

`+$2,082 ARR from 6 new Customers · ■■■■ Clear · n 6 · path → arr`

`$.Metric.query({ metric: 'new-arr', shape: 'trend', breakdown: 'play', window: '7d' })` · sample

| Credited to | This window |
| --- | --- |
| [Cold email](/plays/cold-email) | `+$694 ARR` |
| [Instant response](/plays/instant-response) | `+$347 ARR` |
| [Warm intros](/plays/warm-intros) | `+$347 ARR` |
| [Events and webinars](/plays/events-and-webinars) | `+$347 ARR` |
| [Editorial SEO](/plays/editorial-seo) | `+$347 ARR` |

`new-arr` is this site’s proposal to the hub (Not live yet, [gaps #4](/code/reference#not-live-yet)), so the figure above is a sample until the hub holds it.

## Owner
| Accountable | From |
| --- | --- |
| [`founder`](https://startupbuilder.dev/agents/founding/founder) · Founder | the filed bridge item, word for word |

## Worked by
| Title | Its queue |
| --- | --- |
| [You, as head of sales](/capabilities/how-your-agents-act#founder) | <Op verb="Task.next" /> on the founder’s queue |

## Moved here by
| How | Where |
| --- | --- |
| Step | [Get found](/plays#get-found) · [People reached](/revenue/icp-reached) |
| Step | [Start conversations](/plays#start-conversations) · [New Leads](/revenue/new-leads), [Deals and trials opened](/revenue/opened-deals-and-trials) |
| Step | [Make the sale](/plays#make-the-sale) · [New paying Customers](/revenue/new-paying-customers), [First order size](/revenue/first-order-arr), [Activation rate](/revenue/activation-rate) |
| Step | [Earn referrals](/plays#earn-referrals) · [Referred Customers](/revenue/referral-share), [Sent by your other Startups](/revenue/sibling-sourced-share) |
| Title | [You, as head of sales](/capabilities/how-your-agents-act#founder) |

## The leaves
| Under it | Moved by |
| --- | --- |
| [People reached](/revenue/icp-reached) | feeds it |
| [New Leads](/revenue/new-leads) | feeds it |
| [Deals and trials opened](/revenue/opened-deals-and-trials) | feeds it |
| [New paying Customers](/revenue/new-paying-customers) | feeds it |
| [First order size](/revenue/first-order-arr) | feeds it |
| [Sent by your other Startups](/revenue/sibling-sourced-share) | feeds it |