The share of new customer orders that used a discount code or promotion.
NC Discount Order Rate = ( New Customer Discounted Orders ÷ New Customers ) × 100 | Metric | Definition |
|---|
| New Customer Discounted Orders | Count of first-time buyer orders with at least one discount applied |
| New Customers | Total number of first-time buyer orders |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store had 847 new customer orders in January, with 678 using discount codes:
| Period | NC Discounted Orders | NC Orders | Rate |
|---|
| January | 678 | 847 | 80.0% |
| February | 412 | 623 | 66.1% |
How It Works
Counts first-time customer orders with discounts and divides by total new customer orders. High values indicate acquisition is discount-dependent; declining rates show customers converting without incentives.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition costs | High rates mean discounts drive most new customers |
| Testing discount removal | Monitor if rate drops without hurting conversion |
| Comparing to returning customers | Identify if new vs repeat buyers need different incentives |
| Metric | Relationship |
|---|
| Returning Customer Discount Order Rate | Same metric for repeat customers |
| Discount Count | Total orders with discounts (all customers) |
