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The total quantity of line items on customers’ first orders in the period.

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Formula

New Customer Units Sold = SUM ( Line-Item Quantity ) WHERE the order is a new-customer order

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Formula Components

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How It Works

For every new-customer order, Upstack adds up the quantity on each line item. A first order with two candles and one gift box contributes 3 units. Upstack doesn’t look at what the line item is or what it cost:
  • $0 line items count. A free gift added to the cart as a line item adds a unit.
  • Add-ons count. Gift cards, samples, or protection products that appear as line items are units like any other.
  • Refunds and returns aren’t subtracted. Units are counted from the order as placed.
Because each new customer has exactly one new-customer order, New Customer Units Sold ÷ New Customers gives the same result as New Customer Units Per Order: the average first basket in units.

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Example

An apparel brand adds a free tote to every first order from April 15. The tote is added to the cart as a $0 line item. Units per first order jumped by exactly one while Gross AOV barely moved. The basket didn’t grow. The tote did. To see paid units only, look at Gross AOV and units together, or plan inventory for the gift separately.

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How to Interpret It

Read it as volume, then divide. The total mostly tracks how many new customers you acquired. New Customer Units Per Order removes that effect and shows basket depth. Pair it with Gross AOV. If units per first order rise and New Customer Gross AOV rises with it, shoppers are buying more. If units rise and AOV doesn’t, look for free or low-priced items entering first carts. Compare with returning customers. Returning Customer Units Sold shows repeat-order volume. A first order that’s smaller in units than a typical repeat order is normal for brands where customers start with a trial size. Don’t use it as net demand. Returned units stay in. For product categories with high return rates, check refunds before ordering stock off this number.

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Why It Can Differ From Shopify Reports

  • No returns netted out. Reports that subtract returned units show fewer.
  • Every line item counts, including $0 items and add-ons.
  • Order date. Units are dated by when the order was placed.
  • Customer type is Upstack’s. A customer’s first order is the earliest non-cancelled order Upstack has received for your store.

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FAQ

Yes, if the gift is on the order as a line item. Upstack sums every line item’s quantity.
No. Units come from the order as placed. Refunds are tracked in the refund metrics.
Divide by New Customers, or use New Customer Units Per Order. They’re the same because each new customer has one first order.
See all Order Counts metrics →