> ## 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 Net AOV: First-Time Buyer Actual Revenue

> Track average order value for first-time buyers after discounts and refunds. Key input for payback calculations and acquisition efficiency analysis.

<Tip>
  Average net revenue per order for first-time buyers after discounts and refunds.
</Tip>

## Formula

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

### Formula Components

| Metric                                                                                     | Definition                                                 |
| ------------------------------------------------------------------------------------------ | ---------------------------------------------------------- |
| [**New Customer Net Revenue**](/reference/metrics/orders/revenue/new-customer-net-revenue) | Revenue from first-time buyers after discounts and 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 **385 new customers** in March with **\$32,340** in net revenue:

| Metric         | Value       |
| -------------- | ----------- |
| NC Net Revenue | \$32,340    |
| New Customers  | 385         |
| **NC Net AOV** | **\$84.00** |

Compared to a [Gross AOV](/reference/metrics/orders/aov/new-customer-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 [new customer](/reference/metrics/orders/customers/new-customers) count. 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](/reference/metrics/orders/aov/new-customer-gross-aov) |
| Set CM1 targets          | Use as revenue base for margin calculations                                          |
| Benchmark acquisition    | Compare NC vs [RC Net AOV](/reference/metrics/orders/aov/returning-customer-net-aov) |

***

## Related Metrics

| Metric                                                                                 | Relationship                          |
| -------------------------------------------------------------------------------------- | ------------------------------------- |
| [New Customer Net Revenue](/reference/metrics/orders/revenue/new-customer-net-revenue) | Numerator of this metric              |
| [New Customer Total AOV](/reference/metrics/orders/aov/new-customer-total-aov)         | Same segment, includes shipping/taxes |
| [Returning Customer Net AOV](/reference/metrics/orders/aov/returning-customer-net-aov) | Retention counterpart                 |
| [New Customer Gross AOV](/reference/metrics/orders/aov/new-customer-gross-aov)         | Before discounts and refunds          |

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