The number of orders from first-time customers that have been refunded.
New Customer Refund Count = COUNT ( Refunded Orders ) WHERE customer_type = new
| Metric | Definition |
|---|
| Refunded Orders | Orders that have had a full or partial refund issued |
| 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 164 New Customer Refund Count this quarter:
| Channel | NC Refunds | NC Orders | Refund % |
|---|
| Meta Ads | 82 | 950 | 8.6% |
| Google Ads | 54 | 680 | 7.9% |
| Organic | 28 | 370 | 7.6% |
| Total | 164 | 2,000 | 8.2% |
How It Works
This metric counts orders placed by first-time customers that Shopify marks as refunded. A customer is classified as “new” based on having no prior orders in your Shopify store. The count includes full and partial refunds.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition channels | Compare refund counts by traffic source |
| Monitoring product launches | Track if new products drive higher refund volume |
| Calculating refund rate | Use as numerator in New Customer Refund % |
| Identifying quality issues | Spikes indicate product or expectation problems |
| Metric | Relationship |
|---|
| New Customer Refund % | This count divided by NC orders |
| New Customer Refunds | Dollar amount (this metric is the count) |
| Returning Customer Refund Count | Same metric for repeat buyers |
| Refund Count | Total refund count (all customers) |
