The average refund amount issued per new customer order.
| Metric | Definition |
|---|
| New Customer Refunds | Total refund dollars from first-time buyers |
| New Customers | Count of orders from first-time buyers |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store processed 847 new customer orders in February with $2,965 in refunds:
| Metric | Value |
|---|
| New Customer Refunds | $2,965 |
| New Customer Orders | 847 |
| NC Refund Per Order | $3.50 |
How It Works
This metric divides total new customer refunds by total new customer orders—not just refunded orders. This gives you the average refund liability per first-time buyer transaction, helping you understand acquisition quality and the true cost of acquiring new customers after accounting for returns.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition channels | Identify campaigns driving higher new customer refund rates |
| Comparing NC vs RC behavior | New customers typically have higher refund rates than repeat buyers |
| Assessing product-market fit | High values may indicate targeting issues or unmet expectations |
| Budgeting for returns | Factor into CAC and payback period calculations |
| Metric | Relationship |
|---|
| New Customer Refunds | Numerator: total NC refund dollars |
| New Customers | Denominator: NC transaction count |
| New Customer Refund % | Percentage of NC orders refunded |
| Returning Customer Refund Per Order | Compare new vs returning customer refund behavior |
| Refund Per Order | Overall refund per order across all customers |
