> ## 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 CM1 per Order: First-Order Gross Margin

> Track new customer CM1 per order for your Shopify store. Measure the average gross margin per first-time customer order.

<Tip>
  New Customer CM1 per Order measures the average gross margin from first-time customer orders—the product-level profitability of acquisition.
</Tip>

## Formula

<Info>
  **New Customer CM1 per Order** = **New Customer CM1** ÷ **New Customer Orders**
</Info>

### Formula Components

| Metric                                                                                 | Definition                     |
| -------------------------------------------------------------------------------------- | ------------------------------ |
| [**New Customer CM1**](/reference/metrics/orders/contribution-margin/new-customer-cm1) | Gross margin from first orders |
| [**New Customer Orders**](/reference/metrics/orders/counts/new-customer-orders)        | Count of first-time orders     |

| Metadata        |                                                                      |
| --------------- | -------------------------------------------------------------------- |
| **Type**        | Currency                                                             |
| **Data Source** | [Shopify](/sources/shopify), [Upstack Costs](/sources/upstack-costs) |
| **Aggregation** | Average                                                              |

***

## Example

Your Shopify store has **\$30,000** New Customer CM1 from **500** first orders.

| Component                      | Value    | Calculation              |
| ------------------------------ | -------- | ------------------------ |
| New Customer CM1               | \$30,000 | First-order gross margin |
| New Customer Orders            | 500      | First-time orders        |
| **New Customer CM1 per Order** | **\$60** | \$30,000 ÷ 500           |

***

## How It Works

New Customer CM1 per Order shows the gross margin from each acquired customer's first order. Compare to CPA to understand first-order profitability at the gross margin level.

***

## When to Use

| Scenario             | Action                                         |
| -------------------- | ---------------------------------------------- |
| CPA targeting        | New Customer CM1 per Order sets margin ceiling |
| Product strategy     | Promote high-margin products to new customers  |
| Channel comparison   | Compare first-order margins by source          |
| Acquisition analysis | Understand first-order economics               |

***

## Related Metrics

| Metric                                                                                                 | Relationship                   |
| ------------------------------------------------------------------------------------------------------ | ------------------------------ |
| [New Customer CM1](/reference/metrics/orders/contribution-margin/new-customer-cm1)                     | Total first-order gross margin |
| [CM1 per Order](/reference/metrics/orders/contribution-margin/cm1-per-order)                           | Overall gross margin per order |
| [New Customer CM2 per Order](/reference/metrics/orders/contribution-margin/new-customer-cm2-per-order) | After fulfillment              |
| [New Customer CPA](/reference/metrics/orders/customers/new-customer-cpa)                               | Acquisition cost               |

[See all Contribution Margin metrics →](/reference/metrics/orders/contribution-margin)