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The total value of cancelled orders that Upstack classifies as a customer’s first order.

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Formula

New Customer Cancelled Amount = SUM ( Order Total ) WHERE order is cancelled AND order is the customer’s new-customer order

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Formula Components

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How It Works

Upstack gives each Shopify customer exactly one new-customer order: their earliest order that isn’t cancelled. Every other order from that customer is a returning-customer order. Upstack re-checks all of a customer’s orders whenever Shopify sends an update for one of them. That rule has a consequence for cancellations specifically:
  • The shopper’s only order is cancelled. It stays their new-customer order, so it counts here.
  • The shopper cancels, then buys again. The new order becomes their first non-cancelled order and takes over as the new-customer order. The cancelled one moves to Returning Customer Cancelled Amount.
  • Shopify sent the order without a customer. It has no customer type and appears only in the store-wide Cancelled Amount.
So this metric reads best as “first-time buyers who cancelled and haven’t bought since.” Because shoppers can still come back, the value for a past month can go down over time. Cancellations are dated by when the order was placed, not when it was cancelled.

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Example

A home-goods store looks at October’s cancellations twice, once on November 1 and again on December 1. In between, 9 shoppers whose only October order had been cancelled placed a new order that went through. The 9 recovered orders averaged $114, so $1,026 moved from the new-customer column to the returning-customer column. The store-wide total didn’t change. The December figure is the better number for “first-time buyers we lost in October,” because it leaves out the ones who came back.

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How to Interpret It

Compare it with first-order revenue. Divide it by New Customer Total Revenue for the same period to get the share of first-order value that was cancelled. Both use the full order total and Upstack doesn’t remove cancelled orders from revenue totals, so the ratio is like for like. A rising value points at something in the first-purchase path: payment or fraud reviews, stock that sold out after checkout, or address problems. Check the count in New Customer Cancelled Orders to see whether it’s more orders or bigger ones. Don’t read a recent month as final. Any shopper in it who reorders later moves out of this metric, so a month you look at today can shrink.

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Why It Can Differ From Shopify Reports

  • Order date, not cancellation date. An order placed March 30 and cancelled April 2 counts in March.
  • Full order total. The amount is the whole order total, not only the product subtotal.
  • Customer type is Upstack’s. Upstack decides new versus returning from the orders it has received for your store, and re-decides it when a customer’s orders change.

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FAQ

No. This metric looks at the cancellation date Shopify puts on the order. Refunds are tracked separately in New Customer Refunds. An order that was cancelled and also had a refund recorded appears in both.
Some of those shoppers placed a new order that wasn’t cancelled. Their new order became their first order, so the cancelled one now counts as returning.
Orders that Shopify sent without a customer, and some orders that were already cancelled when Upstack first received them, have no customer type. They count in Cancelled Amount but in neither segment.
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