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Marketing costs charged to new customer orders: Marketing order fees on first orders, plus a net revenue share of recurring and variable marketing costs. Ad spend is counted separately.

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Formula

NC Marketing Cost = Marketing order fees on new customer orders + new customer share of Marketing Recurring expenses (prorated) and Marketing Variable costs (% of ad spend)

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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

Marketing order fees are stored on each order, so Upstack counts them here when the order is a new customer order. Recurring expenses and Variable costs aren’t tied to orders. NC Marketing Cost gets a share in proportion to new customers’ net revenue for the same date (and the same breakdown values, if you split the report by a dimension). RC Marketing Cost gets the rest. See how the split works. NC Marketing Cost is subtracted, along with all ad spend, to calculate NC CM3.

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When to Use

See all Contribution Margin metrics →