New Customer Total Cost measures the complete cost stack for first-time buyer orders, including all attributed costs for acquisition.
NC Total Cost = NC COGS + NC Fulfillment + NC Marketing + NC Agency Fees + NC Opex
| Metric | Definition |
|---|
| NC COGS | COGS for new customer orders |
| NC Fulfillment | Fulfillment costs for new customer orders |
| NC Marketing | Marketing spend attributed to new customers |
| NC Agency Fees | Agency fees attributed to new customers |
| NC Opex | Opex attributed to new customers |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify, Meta Ads, Google Ads, Upstack Costs |
| Aggregation | Sum |
Example
Your Shopify store’s new customer orders incurred:
| Cost Component | Value |
|---|
| NC COGS | $18,000 |
| NC Fulfillment | $4,000 |
| NC Marketing | $20,000 |
| NC Agency Fees | $4,000 |
| NC Opex | $6,000 |
| NC Total Cost | $52,000 |
How It Works
NC Total Cost aggregates all costs attributed to new customer acquisition. This includes the costs of products they buy, shipping their orders, and the marketing investment needed to acquire them.
When to Use
| Scenario | Action |
|---|
| Acquisition profitability | Compare NC total cost to NC revenue |
| CAC calculation | Understand true cost to acquire |
| Budget planning | Allocate resources to acquisition |
| NC vs RC comparison | Compare acquisition vs retention costs |
| Metric | Relationship |
|---|
| Total Cost | Total cost for all orders |
| RC Total Cost | Total cost for returning customer orders |
| NC Revenue | Revenue generated by new customers |
| NC CM3 | NC profit after all variable costs |
