> ## 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 ROAS: New Customer Return on Ad Spend

> Track New Customer ROAS to measure revenue efficiency from first-time buyers. Calculate how much new customer revenue each ad dollar generates.

<Tip>
  NC ROAS measures the revenue generated from new customers for every dollar spent on advertising.
</Tip>

## Formula

<Info>
  **NC ROAS** = **NC Revenue** ÷ **Ad Spend**
</Info>

### Formula Components

| Metric         | Definition                                                            |
| -------------- | --------------------------------------------------------------------- |
| **NC Revenue** | Total revenue from first-time customer purchases tracked by the pixel |
| **Ad Spend**   | Total advertising spend across all connected ad platforms             |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Ratio                   |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

Your Shopify store spent **\$10,000** on ads in January and generated **\$35,000** in revenue from new customers.

| Metric      | Value    |
| ----------- | -------- |
| NC Revenue  | \$35,000 |
| Ad Spend    | \$10,000 |
| **NC ROAS** | **3.5x** |

An NC ROAS of 3.5x means every dollar of ad spend generated \$3.50 in revenue from new customers.

***

## How It Works

NC ROAS isolates revenue from first-time purchasers to show how efficiently your ad spend acquires new customers. Unlike total ROAS, it excludes returning customer revenue—giving you a clearer picture of true customer acquisition performance. This metric uses pixel-tracked purchase events filtered by new customer status.

***

## When to Use

| Scenario                              | Action                                                                                            |
| ------------------------------------- | ------------------------------------------------------------------------------------------------- |
| Evaluating acquisition efficiency     | Compare NC ROAS across campaigns to identify which channels acquire new customers most profitably |
| Scaling ad spend                      | Use NC ROAS thresholds to determine when to increase or decrease budget on acquisition campaigns  |
| Separating acquisition from retention | Pair with RC ROAS to understand the revenue split between new and returning customers             |
| Setting CAC targets                   | Calculate acceptable NC CPA by working backwards from NC ROAS targets                             |

***

## Related Metrics

| Metric                                                       | Relationship                                                          |
| ------------------------------------------------------------ | --------------------------------------------------------------------- |
| [Revenue](/reference/metrics/funnel/conversions/revenue)     | Total revenue from all customers (numerator uses NC portion only)     |
| Conversion Rate                                              | Session-to-purchase conversion rate—affects both NC and total revenue |
| [Purchases](/reference/metrics/funnel/conversions/purchases) | Total purchase events tracked by the pixel                            |

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