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