New Customer MER (Gross Sales): Acquisition Gross Efficiency

New Customer MER (Gross) measures what percentage of your new customer gross sales (before discounts and refunds) is spent on advertising.

Formula

NC MER (Gross) = ( Total Ad Spend ÷ NC Gross Order Sales ) × 100

Formula Components

Metric	Definition
Total Ad Spend	Combined advertising spend across all connected platforms
NC Gross Revenue	Gross order sales from new customers before discounts/refunds

Metadata
Type	Percentage
Data Source	Shopify, Meta Ads, Google Ads
Aggregation	Ratio

Example

Your Shopify store generated $90,000 in new customer gross sales while spending $40,000 on advertising.

Metric	Value	Calculation
Total Ad Spend	$40,000	All ad platforms
NC Gross Sales	$90,000	Before discounts/refunds
NC MER (Gross)	44.4%	($40,000 ÷ $90,000) × 100

A NC Gross MER of 44.4% means you spend $0.44 on advertising for every $1 of new customer gross sales.

How It Works

NC Gross MER uses new customer gross sales as the revenue base, excluding the impact of discounts offered to first-time buyers. This helps you understand acquisition efficiency before welcome discounts or first-order promos are applied.

When to Use

Scenario	Action
Welcome offer analysis	See MER before welcome discount impact
Acquisition campaign comparison	Normalize for different discount strategies
Isolating marketing performance	Remove promo noise from NC efficiency
Pre-discount acquisition cost	Understand true cost relative to intended spend

Metric	Relationship
NC MER	NC MER using total revenue
NC MER (Net)	NC MER using net revenue after discounts
MER (Gross)	Gross MER for all customers
NC Gross Revenue	The denominator in this calculation

See all Performance metrics →

⌘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