> ## 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 Gross AOV: First-Time Buyer Baseline Cart Value

> Track average gross revenue per order for new customers before discounts and refunds. Understand your first-time buyer baseline cart value.

<Tip>
  Average gross revenue per order for new customers before discounts and refunds.
</Tip>

## Formula

<Info>
  **New Customer Gross AOV** = [**New Customer Gross Revenue**](/reference/metrics/orders/revenue/new-customer-gross-revenue) ÷ [**New Customers**](/reference/metrics/orders/customers/new-customers)
</Info>

### Formula Components

| Metric                                                                                         | Definition                                                 |
| ---------------------------------------------------------------------------------------------- | ---------------------------------------------------------- |
| [**New Customer Gross Revenue**](/reference/metrics/orders/revenue/new-customer-gross-revenue) | Revenue from first-time buyers before discounts or refunds |
| [**New Customers**](/reference/metrics/orders/customers/new-customers)                         | Count of distinct first-time buyers in the period          |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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](/reference/metrics/orders/customers/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](/reference/metrics/orders/aov/returning-customer-gross-aov) |
| Planning CAC targets             | Use AOV to set acceptable customer acquisition costs                                                     |

***

## Related Metrics

| Metric                                                                                     | Relationship                              |
| ------------------------------------------------------------------------------------------ | ----------------------------------------- |
| [New Customer Net AOV](/reference/metrics/orders/aov/new-customer-net-aov)                 | After discounts/refunds (actual received) |
| [Returning Customer Gross AOV](/reference/metrics/orders/aov/returning-customer-gross-aov) | Same metric for repeat buyers             |
| [Gross AOV](/reference/metrics/orders/aov/gross-aov)                                       | All customers combined (gross)            |
| [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue) | The numerator in this formula             |

[See all AOV metrics →](/reference/metrics/orders/aov)