New Customer Net AOV: First-Time Buyer Actual Revenue

Average net revenue per order for first-time buyers after discounts and refunds.

Formula

New Customer Net AOV = New Customer Net Revenue ÷ New Customer Orders

Formula Components

Metric	Definition
New Customer Net Revenue	Revenue from first-time buyers after discounts and refunds
New Customer Orders	New-customer orders in the period. Each customer has one, so this matches New Customers

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Example

Your store had 385 new customer orders in March with $32,340 in net revenue:

Metric	Value
NC Net Revenue	$32,340
New Customer Orders	385
NC Net AOV	$84.00

Compared to a Gross AOV of $98.50, discounts reduced the average order by 15%.

How It Works

Divides first-time buyer net revenue (after discounts and refunds) by the number of new customer orders. This gives the clearest measure of actual revenue collected per first order.

When to Use

Scenario	Action
Calculate payback period	Divide CAC by NC Net AOV
Measure promotion impact	Compare against NC Gross AOV
Set CM1 targets	Use as revenue base for margin calculations
Benchmark acquisition	Compare NC vs RC Net AOV

Metric	Relationship
New Customer Net Revenue	Numerator of this metric
New Customer Total AOV	Same segment, includes shipping/taxes
Returning Customer Net AOV	Retention counterpart
New Customer Gross AOV	Before discounts and refunds

See all AOV metrics →

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics