New Customer Gross Rate: Acquisition Revenue Share

The percentage of gross revenue generated by first-time customers.

Formula

New Customer Gross Rate = ( NC Gross Revenue ÷ Gross Revenue ) × 100

Formula Components

Metric	Definition
NC Gross Revenue	Gross revenue from first-time buyers
Gross Revenue	Total revenue from product sales before adjustments
customer_type = new_customer	Filter applied to identify first-time buyers

Metadata
Type	Percentage
Data Source	Shopify
Aggregation	Ratio

Example

Your store generated $185,000 in gross revenue in Q1, with $74,000 from new customers:

Segment	Gross Revenue	Rate
New Customers	$74,000	40%
Returning Customers	$111,000	60%

A 40% new customer gross rate shows meaningful acquisition-driven revenue.

How It Works

This metric divides new customer gross revenue by total gross revenue, then multiplies by 100 to express as a percentage. It measures how much of your top-line product sales comes from first-time buyers versus repeat purchasers.

When to Use

Scenario	Action
Evaluating acquisition investment	Higher rate may justify continued acquisition spend
Diagnosing revenue concentration	Track dependency on new vs repeat buyers
Comparing acquisition costs	Balance CAC against new customer revenue contribution
Seasonal trend analysis	Monitor how customer mix shifts over time

Metric	Relationship
Returning Customer Gross Rate	Inverse metric (NC Rate + RC Rate = 100%)
New Customers	Count of first-time buyers generating this revenue
New Customer %	Order count share (this metric measures revenue share)
New Customer Gross Revenue	Numerator in this calculation

See all Customers metrics →

Returning Customer %RC Gross Rate

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics