> ## 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.

# New Customer Purchase Value: First-Time Buyer Revenue

> Track new customer purchase value in your Shopify store. Measure first-time buyer revenue from pixel-tracked purchase events.

<Tip>
  New Customer Purchase Value measures the total monetary value of purchase events from first-time customers, tracked by the Upstack pixel.
</Tip>

## Formula

<Info>
  **New Customer Purchase Value** = **SUM** ( Purchase Value ) **WHERE** customer\_type = new\_customer
</Info>

### Formula Components

| Metric                                                                                       | Definition                                                        |
| -------------------------------------------------------------------------------------------- | ----------------------------------------------------------------- |
| **Purchase Value**                                                                           | Monetary value of individual 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 tracked **\$62,400** in new customer purchase value last month from **520 first-time purchases**.

| Period | NC Purchase Value | NC Purchases | Avg Value |
| ------ | ----------------- | ------------ | --------- |
| Week 1 | \$14,800          | 125          | \$118.40  |
| Week 2 | \$16,200          | 138          | \$117.39  |
| Week 3 | \$15,100          | 127          | \$118.90  |
| Week 4 | \$16,300          | 130          | \$125.38  |

***

## How It Works

The Upstack pixel tracks purchase events on your Shopify store and identifies whether each buyer is a new or returning customer. New Customer Purchase Value sums the monetary value of all purchase events where the customer is completing their first order.

***

## When to Use

| Scenario                         | Action                                                            |
| -------------------------------- | ----------------------------------------------------------------- |
| Measuring acquisition revenue    | Track revenue specifically from first-time customer conversions   |
| Evaluating prospecting campaigns | Compare NC purchase value across channels targeting new audiences |
| Calculating CAC payback          | Combine with acquisition costs to assess payback period           |
| Optimizing new customer AOV      | Identify opportunities to increase first-order values             |

***

## Related Metrics

| Metric                                                                                                       | Relationship                                           |
| ------------------------------------------------------------------------------------------------------------ | ------------------------------------------------------ |
| [Cost per New Customer Purchase](/reference/metrics/funnel/conversions/cost-per-new-customer-purchase)       | Ad spend efficiency for acquiring first-time purchases |
| [Returning Customer Purchase Value](/reference/metrics/funnel/conversions/returning-customer-purchase-value) | Repeat buyer revenue for comparison                    |
| [New Customers](/reference/metrics/orders/customers/new-customers)                                           | Order-based count of first-time buyers                 |

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