Combined refunds and discounts for new customer orders, reflecting total revenue given back from first-time buyer transactions.
| Metric | Definition |
|---|
| New Customer Refunds | Total dollar amount refunded to new customers |
| New Customer Discounts | Total discount amount applied to new customer orders |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store processed $4,250 in combined adjustments for new customers this month:
| Component | Amount | Share |
|---|
| New Customer Refunds | $1,850 | 44% |
| New Customer Discounts | $2,400 | 56% |
How It Works
This metric sums refund amounts and discount amounts from orders placed by first-time customers. It represents the total revenue reduction specifically tied to new customer acquisition, helping you understand the true cost of converting first-time buyers.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition costs | Factor in adjustments when calculating true CAC |
| Comparing customer segments | Assess if new customers have higher adjustment rates than returning |
| Promotion impact analysis | Measure discount burden from welcome offers |
| Product-market fit signals | High refunds may indicate expectation mismatches for new buyers |
| Metric | Relationship |
|---|
| New Customer Refunds | Refund component of this total |
| New Customer Discounts | Discount component of this total |
| Returning Customer Refund + Discount | Same metric for repeat buyers |
| Refund Amount | Total refunds across all customers |
| Discount Amount | Total discounts across all customers |
