> ## 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 %: First-Time Buyer Order Share

> Track the percentage of orders from first-time buyers. Learn the formula, see examples, and optimize your acquisition vs retention balance.

<Tip>
  The percentage of total orders placed by first-time customers.
</Tip>

## Formula

<Info>
  **New Customer %** = ( **NC Orders** ÷ [**Total Orders**](/reference/metrics/orders/counts/orders) ) × 100
</Info>

### Formula Components

| Metric                                                                         | Definition                                   |
| ------------------------------------------------------------------------------ | -------------------------------------------- |
| **NC Orders**                                                                  | Orders placed by first-time buyers           |
| [**Total Orders**](/reference/metrics/orders/counts/orders)                    | Complete count of all orders in the period   |
| [**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 processed **2,450 orders** in March with **980 from first-time buyers**:

| Customer Type       | Orders | Share   |
| ------------------- | ------ | ------- |
| New Customers       | 980    | **40%** |
| Returning Customers | 1,470  | 60%     |

***

## How It Works

Shopify tracks whether each customer has previous orders. New Customer % divides orders from customers with no prior purchase history by total orders. This ratio reveals your acquisition vs retention balance.

***

## When to Use

| Scenario                       | Action                                                  |
| ------------------------------ | ------------------------------------------------------- |
| Evaluating acquisition efforts | Higher % indicates successful new customer acquisition  |
| Assessing retention health     | Lower % suggests strong repeat purchase behavior        |
| Seasonal trend analysis        | Compare % across periods to spot shifting customer mix  |
| Marketing strategy alignment   | Balance acquisition spend against retention initiatives |

***

## Related Metrics

| Metric                                                                                     | Relationship                        |
| ------------------------------------------------------------------------------------------ | ----------------------------------- |
| [Returning Customer %](/reference/metrics/orders/customers/returning-customer-percent)     | The inverse (100% − New Customer %) |
| [Orders](/reference/metrics/orders/counts/orders)                                          | Total orders (the denominator)      |
| [New Customers](/reference/metrics/orders/customers/new-customers)                         | Distinct first-time buyers          |
| [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue) | Revenue from first-time buyers      |

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