The average total transaction value for first-time buyers, including shipping and taxes.
| Metric | Definition |
|---|
| New Customer Total Revenue | Sum of all revenue from first-time buyers including shipping and taxes |
| New Customers | Count of distinct first-time buyers in the period |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your store acquired 412 new customers in February with $48,620 in total revenue:
| Metric | Value |
|---|
| NC Total Revenue | $48,620 |
| New Customers | 412 |
| NC Total AOV | $118.01 |
How It Works
New Customer Total AOV divides your first-time buyer revenue (including shipping and taxes) by the number of new customers. Shopify determines new vs returning status based on email address match against prior orders.
When to Use
| Scenario | Action |
|---|
| Benchmark acquisition baskets | Compare NC Total AOV against RC Total AOV to see if new customers spend more or less |
| Evaluate first-order promotions | Track whether welcome offers attract larger or smaller baskets |
| Calculate acquisition ROAS | Combine with ad spend to measure first-order efficiency |
| Set free shipping thresholds | Position threshold above NC AOV to encourage larger carts |
| Metric | Relationship |
|---|
| Total AOV | All customers combined (NC + RC) |
| Returning Customer Total AOV | The retention counterpart to compare against |
| New Customer Total Revenue | The numerator of this metric |
| New Customer Net AOV | Same segment, after discounts and refunds |
