Cost of goods sold for orders placed by new customers—used to calculate new customer gross margin.
| Metric | Definition |
|---|
| Product Cost | Cost of products in the order from Shopify inventory |
| customer_type = new_customer | Filters to orders from first-time buyers |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify, Upstack Costs |
| Aggregation | Sum |
Example
Your store generated $18,340 in new customer COGS this month from 412 first-time orders:
| Segment | COGS | Revenue | Gross Margin |
|---|
| New Customers | $18,340 | $47,200 | 61.1% |
| Returning Customers | $24,680 | $68,400 | 63.9% |
| All Orders | $43,020 | $115,600 | 62.8% |
How It Works
New Customer COGS sums the product costs for all orders placed by first-time buyers during the selected period. Product costs come from Shopify variant cost data. This metric is essential for calculating whether your customer acquisition costs can be recovered from first-order profit.
When to Use
| Scenario | Action |
|---|
| Acquisition profitability | Subtract from NC Revenue to find first-order gross profit |
| CAC payback analysis | Compare NC COGS + ad spend to NC Revenue |
| Segment cost structure | Identify if new customers buy higher-cost products |
| Margin by cohort | Track if acquisition channel affects product mix |
| Metric | Relationship |
|---|
| COGS | All customers combined |
| Returning Customer COGS | Repeat buyer comparison |
| New Customer COGS Per Order | Average cost per first-time order |
| New Customer Gross Revenue | Used with NC COGS to calculate margin |
