> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# New Customer Gross Rate: Acquisition Revenue Share

> Measure the percentage of gross revenue from new customers. Track acquisition efficiency and balance new vs returning customer mix for growth.

<Tip>
  The percentage of gross revenue generated by first-time customers.
</Tip>

## Formula

<Info>
  **New Customer Gross Rate** = ( [**NC Gross Revenue**](/reference/metrics/orders/revenue/new-customer-gross-revenue) ÷ [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue) ) × 100
</Info>

### Formula Components

| Metric                                                                               | Definition                                          |
| ------------------------------------------------------------------------------------ | --------------------------------------------------- |
| [**NC Gross Revenue**](/reference/metrics/orders/revenue/new-customer-gross-revenue) | Gross revenue from first-time buyers                |
| [**Gross Revenue**](/reference/metrics/orders/revenue/gross-revenue)                 | Total revenue from product sales before adjustments |
| [**customer\_type = new\_customer**](/data-dictionary/measures-and-dimensions)       | Filter applied to identify first-time buyers        |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Percentage                  |
| **Data Source** | [Shopify](/sources/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             |

***

## Related Metrics

| Metric                                                                                             | Relationship                                           |
| -------------------------------------------------------------------------------------------------- | ------------------------------------------------------ |
| [Returning Customer Gross Rate](/reference/metrics/orders/customers/returning-customer-gross-rate) | Inverse metric (NC Rate + RC Rate = 100%)              |
| [New Customers](/reference/metrics/orders/customers/new-customers)                                 | Count of first-time buyers generating this revenue     |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)                         | Order count share (this metric measures revenue share) |
| [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue)         | Numerator in this calculation                          |

[See all Customers metrics →](/reference/metrics/orders/customers)