> ## 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 Customers: First-Time Buyers in Period

> Track the number of first-time customers who made their first purchase. Measure customer acquisition independently of order volume.

<Tip>
  The count of distinct customers making their first-ever purchase in the period.
</Tip>

## Formula

<Info>
  **New Customers** = **COUNT DISTINCT** ( Customer ID ) **WHERE** [customer\_type = new\_customer](/data-dictionary/measures-and-dimensions)
</Info>

### Formula Components

| Metric                                                                         | Definition                                          |
| ------------------------------------------------------------------------------ | --------------------------------------------------- |
| **Customer ID**                                                                | Unique identifier for each customer from Shopify    |
| [**customer\_type = new\_customer**](/data-dictionary/measures-and-dimensions) | Filters to customers with no prior purchase history |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Number                      |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Count                       |

***

## Example

Your store acquired **1,247 new customers** in March:

| Week   | New Customers | NC Orders | NC Revenue |
| ------ | ------------- | --------- | ---------- |
| Week 1 | 312           | 318       | \$24,560   |
| Week 2 | 287           | 295       | \$22,140   |
| Week 3 | 341           | 352       | \$27,830   |
| Week 4 | 307           | 319       | \$25,470   |

Each customer appears only once—in the week of their first-ever purchase. The NC Orders count is slightly higher because some new customers placed multiple orders in the same week.

***

## How It Works

A customer is classified as "new" based on their entire purchase history with your store, not just the selected period. If someone has never ordered before and places their first order during the reporting period, they count as a new customer. This classification uses Shopify's customer records to verify first-purchase status.

***

## When to Use

| Scenario                | Action                                                       |
| ----------------------- | ------------------------------------------------------------ |
| Measuring acquisition   | Track how many first-time buyers you're acquiring            |
| Ad performance analysis | Evaluate campaigns by new customer generation                |
| Growth forecasting      | Use new customer trends to project future revenue            |
| CAC calculations        | Combine with ad spend to calculate customer acquisition cost |

***

## Related Metrics

| Metric                                                                                     | Relationship                               |
| ------------------------------------------------------------------------------------------ | ------------------------------------------ |
| [Unique Customers](/reference/metrics/orders/customers/unique-customers)                   | Total distinct customers (New + Returning) |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers)             | Complement to new customers                |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)                 | New Customers as percentage of orders      |
| [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue) | Revenue from new customers                 |

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