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