Total revenue collected from first-time buyers including shipping and taxes.
New Customer Total Revenue = SUM ( Order Total ) WHERE customer_type = new_customer
| Metric | Definition |
|---|
| Order Total | Complete order value including product subtotal, 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 $127,450 from new customers in April:
| Week | NC Revenue | Orders | Avg Order |
|---|
| Week 1 | $28,340 | 312 | $90.83 |
| Week 2 | $35,120 | 389 | $90.28 |
| Week 3 | $31,890 | 347 | $91.90 |
| Week 4 | $32,100 | 356 | $90.17 |
How It Works
New Customer Total Revenue sums the complete order value—product subtotal, shipping, and taxes—for every customer placing their first order. Shopify determines new vs returning status based on email address match against prior orders.
When to Use
| Scenario | Action |
|---|
| Measure acquisition ROI | Compare against ad spend to calculate new customer ROAS |
| Track revenue mix | Monitor the split between new and returning customer revenue |
| Evaluate acquisition campaigns | Assess whether promotions attract high-value first-time buyers |
| Forecast customer lifetime value | Use as the first-order revenue baseline for LTV projections |
| Metric | Relationship |
|---|
| Total Revenue | All customers combined (NC + RC) |
| Returning Customer Total Revenue | The retention counterpart to this metric |
| New Customer Net Revenue | Same segment, excludes shipping/taxes |
| New Customer Total AOV | This metric ÷ New Customer Orders |
