The number of orders from first-time customers that were cancelled before fulfillment.
New Customer Cancelled Orders = COUNT ( Cancelled Orders ) WHERE customer_type = new
| Metric | Definition |
|---|
| Cancelled Orders | Orders marked as cancelled before fulfillment |
| customer_type = new | Filters to orders from first-time customers with no prior purchases |
| Metadata | |
|---|
| Type | Number |
| Data Source | Shopify |
| Aggregation | Count |
Example
Your store had 47 New Customer Cancelled Orders this month out of 1,850 new customer orders:
| Source | NC Cancellations | NC Orders | Cancel % |
|---|
| Meta Ads | 24 | 950 | 2.5% |
| Google Ads | 14 | 580 | 2.4% |
| Organic | 9 | 320 | 2.8% |
| Total | 47 | 1,850 | 2.5% |
How It Works
This metric counts orders placed by first-time customers that were cancelled before fulfillment in Shopify. A customer is classified as “new” based on having no prior orders. Cancellations typically occur due to payment failures, customer requests, or fraud holds.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition quality | Compare cancellation counts by traffic source |
| Investigating checkout issues | Spikes may indicate payment or fraud filter problems |
| Measuring lost opportunity | Pair with NC Cancelled Amount for dollar impact |
| Comparing customer types | Benchmark against returning customer cancellations |
| Metric | Relationship |
|---|
| New Customer Cancelled Amount | Dollar value of these cancellations |
| Cancelled Orders | Total cancellations (all customers) |
| RC Cancelled Orders | Same metric for repeat buyers |
| New Customers | Total new customers (denominator for rate) |
