New Customer Cancelled Orders: Cancellations by First-Time Buyers

The number of orders from first-time customers that were cancelled before fulfillment.

Formula

New Customer Cancelled Orders = COUNT ( Cancelled Orders ) WHERE customer_type = new

Formula Components

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)

See all Adjustments metrics →

Cancelled Amount NC Cancelled Amount

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics