New Customer Net Revenue: First-Order Revenue After Deductions

Track net revenue from first-time buyers after discounts and refunds. The clearest measure of first-order monetization for acquisition profitability analysis.

Net revenue from new customers after discounts and refunds—the clearest measure of first-order monetization.

Formula

New Customer Net Revenue = New Customer Gross Revenue − New Customer Discounts − New Customer Refunds

Formula Components

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

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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

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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.

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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

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Related Metrics

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

See all Revenue metrics →