> ## 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 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.

<Tip>
  Total revenue collected from first-time buyers including shipping and taxes.
</Tip>

## Formula

<Info>
  **New Customer Total Revenue** = **SUM** ( Order Total ) **WHERE** customer\_type = new\_customer
</Info>

### 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](/sources/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    |

***

## Related Metrics

| Metric                                                                                                 | Relationship                             |
| ------------------------------------------------------------------------------------------------------ | ---------------------------------------- |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue)                                       | All customers combined (NC + RC)         |
| [Returning Customer Total Revenue](/reference/metrics/orders/revenue/returning-customer-total-revenue) | The retention counterpart to this metric |
| [New Customer Net Revenue](/reference/metrics/orders/revenue/new-customer-net-revenue)                 | Same segment, excludes shipping/taxes    |
| [New Customer Total AOV](/reference/metrics/orders/aov/new-customer-total-aov)                         | This metric ÷ New Customer Orders        |

[See all Revenue metrics →](/reference/metrics/orders/revenue)