New Customer Gross Revenue: First-Purchase Product Sales

Gross product revenue from new customers before discounts and refunds.

Formula

New Customer Gross Revenue = SUM ( Product Revenue ) WHERE customer_type = new_customer

Formula Components

Metric	Definition
Product Revenue	Sum of product line item totals before discounts, refunds, shipping, and taxes
customer_type = new_customer	Filter for customers placing their first order

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Sum

Example

Your store generated $47,200 in new customer gross revenue this month:

Week	New Customer Gross Revenue	Orders
Week 1	$12,450	89
Week 2	$11,800	84
Week 3	$10,950	78
Week 4	$12,000	86

How It Works

New Customer Gross Revenue sums the product line item totals from first-time buyer orders. It excludes shipping, taxes, discounts, and refunds—giving you the raw product sales value before any deductions. A customer is classified as “new” if this is their first order in your Shopify store.

When to Use

Scenario	Action
Measuring acquisition value	Compare new customer gross revenue to ad spend
Calculating new customer margin	Subtract COGS from gross revenue for profitability
Comparing customer segments	Compare to returning customer gross revenue
Evaluating product mix	Identify which products drive first purchases

Metric	Relationship
New Customer Net Revenue	After discounts and refunds
New Customer Total Revenue	Includes shipping and taxes
Gross Revenue	All customers combined
Returning Customer Gross Revenue	Repeat buyer comparison

See all Orders Revenue metrics →

NC Total Revenue NC Net Revenue

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics