New Customer Cancelled Amount: Lost First-Order Revenue

The total dollar value of cancelled orders from first-time customers.

Formula

New Customer Cancelled Amount = SUM ( Cancelled Order Value ) WHERE customer_type = new

Formula Components

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

See all Adjustments metrics →

NC Cancelled Orders RC Cancelled Orders

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics