New Customer Refund Count: Orders Refunded by First-Time Buyers

The number of orders from first-time customers that have been refunded.

Formula

New Customer Refund Count = COUNT ( Refunded Orders ) WHERE customer_type = new

Formula Components

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)

See all Adjustments metrics →

New Customer Refunds NC Refund %

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics