New Customer Gross AOV: First-Time Buyer Baseline Cart Value

Average gross revenue per order for new customers before discounts and refunds.

Formula

New Customer Gross AOV = New Customer Gross Revenue ÷ New Customers

Formula Components

Metric	Definition
New Customer Gross Revenue	Revenue from first-time buyers before discounts or refunds
New Customers	Count of distinct first-time buyers in the period

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Example

Your store acquired 125 new customers this month with $18,750 in gross revenue:

Metric	Value
NC Gross Revenue	$18,750
New Customers	125
NC Gross AOV	$150.00

How It Works

New Customer Gross AOV divides total gross revenue from first-time buyers by the number of new customers. Gross revenue includes the full order amount before discounts, returns, or refunds are applied — giving you the “list price” view of new customer order value.

When to Use

Scenario	Action
Evaluating acquisition campaigns	Measure if new customers are purchasing at target values
Setting discount limits	Ensure acquisition discounts don’t erode profitability
Comparing customer segments	Contrast with Returning Customer Gross AOV
Planning CAC targets	Use AOV to set acceptable customer acquisition costs

Metric	Relationship
New Customer Net AOV	After discounts/refunds (actual received)
Returning Customer Gross AOV	Same metric for repeat buyers
Gross AOV	All customers combined (gross)
New Customer Gross Revenue	The numerator in this formula

See all AOV metrics →

NC Total AOV NC Net AOV

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics