> ## 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 Refunds: First-Time Buyer Refund Total

> Track total refund dollars for new customers. Identify product-market fit issues with first-time buyers and measure acquisition quality.

<Tip>
  The total dollar amount refunded to new customers (first-time buyers).
</Tip>

## Formula

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

### Formula Components

| Metric                                                                                  | Definition                                                          |
| --------------------------------------------------------------------------------------- | ------------------------------------------------------------------- |
| [**Refund Amount**](/reference/metrics/orders/adjustments/refund-amount)                | The dollar value refunded to customers                              |
| [**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 refunded **\$2,847** to new customers in March across 43 refunds:

| Week   | New Customer Refunds | Refund Count |
| ------ | -------------------- | ------------ |
| Week 1 | \$542                | 8            |
| Week 2 | \$1,203              | 18           |
| Week 3 | \$687                | 11           |
| Week 4 | \$415                | 6            |

A spike in Week 2 might indicate a product issue or misleading ad creative that attracted the wrong customers.

***

## How It Works

This metric sums all refund amounts from orders placed by first-time customers. A customer is classified as "new" based on their order history in Shopify—their first completed order marks them as a new customer. High values may indicate product quality issues, unmet expectations from marketing, or sizing/fit problems affecting first impressions.

***

## When to Use

| Scenario                        | Action                                                                |
| ------------------------------- | --------------------------------------------------------------------- |
| Evaluating acquisition quality  | High refunds from new customers suggest targeting or messaging issues |
| Identifying product problems    | Compare to returning customer refunds to isolate new buyer issues     |
| Analyzing marketing campaigns   | Check if specific campaigns drive higher first-purchase refunds       |
| Measuring onboarding experience | Track alongside customer feedback to improve first-order satisfaction |

***

## Related Metrics

| Metric                                                                                         | Relationship                                       |
| ---------------------------------------------------------------------------------------------- | -------------------------------------------------- |
| [New Customer Refund Count](/reference/metrics/orders/adjustments/new-customer-refund-count)   | Number of refunds (this metric sums their values)  |
| [New Customer Refund %](/reference/metrics/orders/adjustments/new-customer-refund-percent)     | Share of new customer orders refunded              |
| [NC Refund Per Order](/reference/metrics/orders/adjustments/new-customer-refund-per-order)     | Average refund amount per new customer order       |
| [Returning Customer Refunds](/reference/metrics/orders/adjustments/returning-customer-refunds) | Compare new vs. returning customer refund behavior |
| [Refund Amount](/reference/metrics/orders/adjustments/refund-amount)                           | Combined refunds across all customer types         |

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