The percentage of total revenue generated by new (first-time) customers.
New Customer Revenue Ratio = New Customer Total Revenue ÷ Total Revenue
| Metric | Definition |
|---|
| New Customer Total Revenue | Revenue from orders placed by first-time buyers |
| Total Revenue | Combined revenue from all orders in the period |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store generated 38% of revenue from new customers in Q1, with $152,000 from first-time buyers out of $400,000 total revenue.
| Segment | Revenue | Share |
|---|
| New Customers | $152,000 | 38% |
| Returning Customers | $248,000 | 62% |
How It Works
Divides new customer revenue by total revenue and multiplies by 100. Shopify classifies each order as new or returning at purchase time based on the customer’s order history.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition ROI | Higher ratios justify continued acquisition spend |
| Retention health check | Declining ratios may indicate strong repeat purchasing |
| Channel comparison | Compare acquisition revenue share across marketing channels |
| Seasonal analysis | Track how promotions affect new vs returning revenue mix |
| Metric | Relationship |
|---|
| New Customer Total Revenue | The numerator in this calculation |
| Total Revenue | The denominator in this calculation |
| New Customer % | Order count equivalent (this metric uses revenue) |
| Returning Customer Total Revenue | Complement showing returning customer revenue |
| New Customer Order Ratio | Order count version of this metric |
