> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# NC AOV: New Customer Average Order Value

> Track New Customer AOV for your Shopify store. Measure average order value from first-time buyers to optimize acquisition and pricing strategy.

<Tip>
  NC AOV measures the average order value from first-time customers purchasing from your Shopify store.
</Tip>

## Formula

<Info>
  **NC AOV** = **NC Revenue** ÷ **NC Purchases**
</Info>

### Formula Components

| Metric                                                                           | Definition                                                            |
| -------------------------------------------------------------------------------- | --------------------------------------------------------------------- |
| [**NC Revenue**](/reference/metrics/funnel/conversions/nc-revenue)               | Total revenue from first-time customer purchases tracked by the pixel |
| [**NC Purchases**](/reference/metrics/funnel/conversions/new-customer-purchases) | Count of purchase events from first-time customers                    |

| Metadata        |                                                              |
| --------------- | ------------------------------------------------------------ |
| **Type**        | Currency                                                     |
| **Data Source** | [Upstack Pixel](/pixel), [Shopify](/sources/catalog/shopify) |
| **Aggregation** | Average                                                      |

***

## Example

Your Shopify store acquired **247 new customers** in January who generated **\$18,725** in revenue.

| Metric       | Value       |
| ------------ | ----------- |
| NC Revenue   | \$18,725    |
| NC Purchases | 247         |
| **NC AOV**   | **\$75.81** |

An NC AOV of \$75.81 means first-time buyers spend an average of \$75.81 per order at your Shopify store.

***

## How It Works

NC AOV calculates the average transaction value specifically from first-time purchasers, using pixel-tracked purchase events filtered by new customer status. This metric syncs with your Shopify order data to provide accurate revenue calculations. Unlike total AOV, it excludes returning customer orders—giving you a clear view of what new customers spend on their first purchase.

***

## When to Use

| Scenario                       | Action                                                                                            |
| ------------------------------ | ------------------------------------------------------------------------------------------------- |
| Evaluating acquisition quality | Compare NC AOV to total AOV to understand if new customers spend more or less than average        |
| Setting CPA targets            | Use NC AOV to determine acceptable customer acquisition costs based on first-order value          |
| Optimizing landing pages       | Test landing page variations and measure impact on NC AOV to find high-value entry points         |
| Pricing strategy               | Monitor NC AOV trends when adjusting pricing or promotions to understand new customer sensitivity |

***

## Related Metrics

| Metric                                                       | Relationship                                                                          |
| ------------------------------------------------------------ | ------------------------------------------------------------------------------------- |
| [Revenue](/reference/metrics/funnel/conversions/revenue)     | Total revenue from all customers—NC AOV focuses on first-time buyer portion           |
| [NC ROAS](/reference/metrics/funnel/conversions/nc-roas)     | Revenue efficiency metric—use NC AOV to understand the revenue quality behind NC ROAS |
| [Purchases](/reference/metrics/funnel/conversions/purchases) | Total purchase events—NC Purchases is the new customer subset                         |

[See all Conversions metrics →](/reference/metrics/funnel/conversions)