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