> ## 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 Revenue: New Customer Revenue from Your Shopify Store

> Track new customer revenue from first-time buyers in your Shopify store. Measure acquisition revenue with pixel-tracked attribution.

<Tip>
  NC Revenue measures the total revenue generated from first-time customer purchases, tracked by the Upstack Pixel on your Shopify store.
</Tip>

## Formula

<Info>
  **NC Revenue** = **SUM** ( Revenue ) **WHERE** customer\_type = new\_customer
</Info>

### Formula Components

| Metric                                                                                       | Definition                                                       |
| -------------------------------------------------------------------------------------------- | ---------------------------------------------------------------- |
| **Revenue**                                                                                  | Monetary value of purchase events tracked by the pixel           |
| [**customer\_type = new\_customer**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to purchases from customers completing their first order |

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

***

## Example

Your Shopify store generated **\$87,500** in new customer revenue from **1,250 first-time purchases** in March.

| Channel    | NC Revenue | NC Orders | NC AOV  |
| ---------- | ---------- | --------- | ------- |
| Meta Ads   | \$42,000   | 600       | \$70.00 |
| Google Ads | \$28,500   | 380       | \$75.00 |
| TikTok Ads | \$12,000   | 180       | \$66.67 |
| Organic    | \$5,000    | 90        | \$55.56 |

***

## How It Works

NC Revenue tracks the total revenue from first-time purchasers on your Shopify store. When a customer completes their first order, the Upstack Pixel identifies them as a new customer and attributes the order value to NC Revenue. This metric helps you understand how much revenue your acquisition efforts are generating—separate from repeat purchases by existing customers.

***

## When to Use

| Scenario                           | Action                                                                         |
| ---------------------------------- | ------------------------------------------------------------------------------ |
| Evaluating acquisition performance | Track how much revenue comes specifically from first-time buyers               |
| Calculating NC ROAS                | Use as the numerator when measuring return on ad spend for new customers       |
| Setting acquisition targets        | Establish NC revenue goals and monitor progress against benchmarks             |
| Comparing channels                 | Break down NC revenue by source to identify highest-value acquisition channels |

***

## Related Metrics

| Metric                                                                                           | Relationship                                                         |
| ------------------------------------------------------------------------------------------------ | -------------------------------------------------------------------- |
| [NC ROAS](/reference/metrics/funnel/conversions/nc-roas)                                         | Uses NC Revenue as the numerator to calculate acquisition efficiency |
| [New Customer Purchases](/reference/metrics/funnel/conversions/new-customer-purchases)           | Count of first-time purchase events generating this revenue          |
| [New Customer Purchase Value](/reference/metrics/funnel/conversions/new-customer-purchase-value) | Individual purchase values that sum to NC Revenue                    |
| [Total Revenue](/reference/metrics/funnel/conversions/total-revenue)                             | Combined new and returning customer revenue                          |

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