The total dollar value of cancelled orders from first-time customers.
New Customer Cancelled Amount = SUM ( Cancelled Order Value ) WHERE customer_type = new
| Metric | Definition |
|---|
| Cancelled Order Value | The total value of each cancelled order |
| customer_type = new | Filters to orders from first-time customers with no prior purchases |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store had $4,850 in cancelled new customer orders this month:
| Week | Cancelled Amount | Orders | Avg Value |
|---|
| Week 1 | $1,200 | 8 | $150 |
| Week 2 | $890 | 6 | $148 |
| Week 3 | $1,560 | 11 | $142 |
| Week 4 | $1,200 | 9 | $133 |
How It Works
This metric sums the order totals for all cancelled orders where the customer had no prior purchases. Cancellations are tracked when orders are voided before fulfillment. High values may signal checkout issues, payment failures, or inventory problems affecting first-time buyers.
When to Use
| Scenario | Action |
|---|
| Checkout optimization | High cancellations suggest payment or UX friction |
| Campaign quality audit | Compare against acquisition channels to find problem sources |
| Inventory management | Spikes may indicate stockout-driven cancellations |
| New vs returning analysis | Compare with returning customer cancellations for patterns |
| Metric | Relationship |
|---|
| Cancelled Amount | Total cancelled amount (all customers) |
| Cancelled Orders | Count of all cancellations |
| New Customer Cancelled Orders | Count of new customer cancellations |
| Returning Customer Cancelled Amount | Cancelled amount from repeat buyers |
