New Customer Discounts: First-Order Discount Total

The total dollar amount of discounts applied to new customer orders.

Formula

New Customer Discounts = SUM ( Discount Amount ) WHERE customer_type = new

Formula Components

Metric	Definition
Discount Amount	The dollar value of discounts applied to orders
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 applied $8,240 in discounts to new customer orders in Q1:

Month	NC Discounts	NC Orders	Discount/Order
January	$2,450	318	$7.70
February	$2,780	356	$7.81
March	$3,010	402	$7.49

Stable discount per order while total discounts grow indicates scaling acquisition without eroding margins.

How It Works

This metric sums all discount amounts from orders placed by new customers. A customer is classified as “new” when they have no prior completed orders in Shopify. Discounts include coupon codes, automatic discounts, and manual adjustments applied at checkout.

When to Use

Scenario	Action
Measuring acquisition incentive cost	Track how much revenue is given away to convert first-time buyers
Comparing segments	Benchmark against returning customer discounts to balance strategy
CAC analysis	Include in customer acquisition cost alongside ad spend
Margin optimization	Identify if acquisition discounts are too aggressive

Metric	Relationship
New Customer Discount %	Discounts as percentage of gross revenue
Returning Customer Discounts	Compare retention vs. acquisition discount spending
Discount Amount	Total discounts across all customer types
New Customer Refunds	Combined with discounts for total adjustments

See all Adjustments metrics →

Discount Per Order NC Discount %

⌘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