> ## 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 Gross Revenue: First-Purchase Product Sales

> Track gross revenue from first-time buyers before discounts and refunds. Measure acquisition value, compare to returning customers, and calculate new customer gross margin.

<Tip>
  Gross product revenue from new customers before discounts and refunds.
</Tip>

## Formula

<Info>
  **New Customer Gross Revenue** = **SUM** ( Product Revenue ) **WHERE** customer\_type = new\_customer
</Info>

### 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](/sources/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      |

***

## Related Metrics

| Metric                                                                                                 | Relationship                |
| ------------------------------------------------------------------------------------------------------ | --------------------------- |
| [New Customer Net Revenue](/reference/metrics/orders/revenue/new-customer-net-revenue)                 | After discounts and refunds |
| [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue)             | Includes shipping and taxes |
| [Gross Revenue](/reference/metrics/orders/revenue/gross-revenue)                                       | All customers combined      |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Repeat buyer comparison     |

[See all Orders Revenue metrics →](/reference/metrics/orders/revenue)