> ## 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 Cancelled Amount: Lost First-Order Revenue

> Track the dollar value of cancelled first-time customer orders. Identify checkout friction and reduce lost revenue from new customer cancellations.

<Tip>
  The total dollar value of cancelled orders from first-time customers.
</Tip>

## Formula

<Info>
  **New Customer Cancelled Amount** = **SUM** ( Cancelled Order Value ) **WHERE** customer\_type = new
</Info>

### Formula Components

| Metric                                                                                  | Definition                                                          |
| --------------------------------------------------------------------------------------- | ------------------------------------------------------------------- |
| **Cancelled Order Value**                                                               | The total value of each cancelled order                             |
| [**customer\_type = new**](/data-dictionary/measures-and-dimensions#visitor-dimensions) | Filters to orders from first-time customers with no prior purchases |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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   |

***

## Related Metrics

| Metric                                                                                                           | Relationship                           |
| ---------------------------------------------------------------------------------------------------------------- | -------------------------------------- |
| [Cancelled Amount](/reference/metrics/orders/adjustments/cancelled-amount)                                       | Total cancelled amount (all customers) |
| [Cancelled Orders](/reference/metrics/orders/adjustments/cancelled-orders)                                       | Count of all cancellations             |
| [New Customer Cancelled Orders](/reference/metrics/orders/adjustments/new-customer-cancelled-orders)             | Count of new customer cancellations    |
| [Returning Customer Cancelled Amount](/reference/metrics/orders/adjustments/returning-customer-cancelled-amount) | Cancelled amount from repeat buyers    |

[See all Adjustments metrics →](/reference/metrics/orders/adjustments)