Net revenue from new customers after discounts and refunds—the clearest measure of first-order monetization.
| Metric | Definition |
|---|
| New Customer Gross Revenue | Product revenue from new customers before deductions |
| New Customer Discounts | Discount amount applied to new customer orders |
| New Customer Refunds | Refund amount issued on new customer orders |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your store generated $38,640 in new customer net revenue this month:
| Component | Amount | Impact |
|---|
| NC Gross Revenue | $47,200 | Starting point |
| NC Discounts | −$6,120 | 13.0% discount rate |
| NC Refunds | −$2,440 | 5.2% refund rate |
| NC Net Revenue | $38,640 | Actual retained |
How It Works
New Customer Net Revenue starts with gross product sales from first-time buyers, then subtracts discounts applied at checkout and any refunds issued post-purchase. This gives you the actual revenue retained from acquisition efforts—critical for calculating true customer acquisition cost payback.
When to Use
| Scenario | Action |
|---|
| Acquisition profitability | Compare NC Net Revenue to ad spend for true ROI |
| Discount strategy evaluation | Monitor if acquisition discounts are sustainable |
| Refund impact analysis | Track refund rates on first-time orders |
| LTV baseline | Use as the true first-order value for LTV projections |
| Metric | Relationship |
|---|
| New Customer Gross Revenue | Before discounts and refunds |
| New Customer Total Revenue | Includes shipping and taxes |
| Net Revenue | All customers combined |
| Returning Customer Net Revenue | Repeat buyer comparison |
