> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# New Customer Discounts: First-Order Discount Total

> Track total discount dollars applied to new customer orders. Measure acquisition discount strategy effectiveness and first-purchase incentive costs with Shopify data.

<Tip>
  The total dollar amount of discounts applied to new customer orders.
</Tip>

## Formula

<Info>
  **New Customer Discounts** = **SUM** ( [**Discount Amount**](/reference/metrics/orders/adjustments/discount-amount) ) **WHERE** customer\_type = new
</Info>

### Formula Components

| Metric                                                                                  | Definition                                                          |
| --------------------------------------------------------------------------------------- | ------------------------------------------------------------------- |
| [**Discount Amount**](/reference/metrics/orders/adjustments/discount-amount)            | The dollar value of discounts applied to orders                     |
| [**customer\_type = new**](/data-dictionary/measures-and-dimensions#visitor-dimensions) | Filters to orders from first-time customers with no prior purchases |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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               |

***

## Related Metrics

| Metric                                                                                             | Relationship                                        |
| -------------------------------------------------------------------------------------------------- | --------------------------------------------------- |
| [New Customer Discount %](/reference/metrics/orders/adjustments/new-customer-discount-percent)     | Discounts as percentage of gross revenue            |
| [Returning Customer Discounts](/reference/metrics/orders/adjustments/returning-customer-discounts) | Compare retention vs. acquisition discount spending |
| [Discount Amount](/reference/metrics/orders/adjustments/discount-amount)                           | Total discounts across all customer types           |
| [New Customer Refunds](/reference/metrics/orders/adjustments/new-customer-refunds)                 | Combined with discounts for total adjustments       |

[See all Adjustments metrics →](/reference/metrics/orders/adjustments)