New Customer Total Revenue: First-Time Buyer Revenue

Track total revenue from first-time buyers including shipping and taxes. Measure acquisition value and compare against returning customer revenue.

Total revenue collected from first-time buyers including shipping and taxes.

Formula

New Customer Total Revenue = SUM ( Order Total ) WHERE customer_type = new_customer

Formula Components

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

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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

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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.

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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

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Related Metrics

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

See all Revenue metrics →