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Marketing costs allocated to new customer orders only, filtered by customer_type = new_customer.

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Formula

New Customer Marketing Cost = Marketing Cost WHERE customer_type = new_customer

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Formula Components

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Example

Your store allocated $8,500 in marketing costs to new customer orders in Q1:

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How It Works

New Customer Marketing Cost filters Marketing Cost to orders placed by first-time buyers only. This isolates acquisition-related marketing spend from retention spend, enabling accurate calculation of new customer contribution margin (NC CM3). Configure marketing cost entries in your Upstack cost settings to capture spend not tracked by ad platform integrations.

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When to Use

See all Contribution Margin metrics →