New Customer Units Per Order: First-Purchase Basket Size

The average number of product units included in each new customer’s order.

Formula

New Customer Units Per Order = New Customer Units Sold ÷ New Customer Orders

Formula Components

Metric	Definition
New Customer Units Sold	Total product units purchased by first-time buyers
New Customer Orders	Count of orders placed by first-time customers
customer_type = new_customer	Filter applied to both numerator and denominator

Metadata
Type	Number
Data Source	Shopify
Aggregation	Ratio

Example

Your store’s new customers averaged 2.4 units per order in January:

Segment	Units/Order	Orders	Total Units
New Customers	2.4	1,850	4,440
Returning Customers	3.1	2,200	6,820
All Customers	2.8	4,050	11,260

How It Works

This metric divides total units purchased by new customers by the number of first-time orders. It measures initial basket size behavior, helping you understand whether new customers buy single items or multiple products on their first visit.

When to Use

Scenario	Action
Analyzing acquisition quality	Compare new vs. returning to spot basket size gaps
Optimizing product bundles	Track if bundle promotions increase first-order units
Evaluating channel performance	Identify which channels bring customers who buy more
Forecasting inventory	Project unit demand from new customer acquisition

Metric	Relationship
New Customer Units Sold	Numerator: total units from new customers
Units Per Order	Overall average across all customer types
Returning Customer Units Per Order	Comparison metric for repeat buyers
New Customers	Count of first-time buyers

See all Order Counts metrics →

Units Per Order RC Units Per Order

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics