---
slug: neukundenkosten-und-deckungsbeitrag
title: "What does a new customer cost me, and what is left?"
category: berichte
locale: en
updated: 2026-10-17
keywords: ["new-customer cost","nCAC","contribution margin","margin","ROAS","order value","repeat purchase","products","commerce"]
questions: ["How do I see new-customer cost and contribution margin, and which products did a campaign sell?","See new-customer cost","CAC for new customers","ROAS on margin","Contribution margin per campaign","Why do the metrics not change when I pick a campaign?","Average order value","Measure repeat purchase rate","Which products sell","Which products did a campaign sell?","Why is a purchase no longer a new customer afterwards?"]
url: https://bench.metrunio.com/en/help/neukundenkosten-und-deckungsbeitrag
---

# What does a new customer cost me, and what is left?

**How do I see new-customer cost and contribution margin, and which products did a campaign sell?**

The “Commerce & products” area in the portal shows new-customer cost, margin ROAS, average order value, repeat purchase rate and a product report. The campaign filter only narrows the product report: the metrics above it always cover all campaigns. They appear as soon as your shop sends the matching figures; without them the metric in question stays empty. The overview and the “Attribution” page show the margin ROAS per channel and per campaign.

ROAS on revenue answers the wrong question. Two campaigns with the same ROAS can be worth very different amounts: one brings back customers who would have come anyway, the other brings new ones. One sells goods at a 60 percent margin, the other at 12.

## The four metrics

| Metric | How it is calculated | What you need it for |
| --- | --- | --- |
| New-customer cost | Ad spend divided by attributed orders from new customers | What a new customer costs, not what an order costs |
| Margin ROAS | Attributed contribution margin divided by ad spend | Whether anything is left after the cost of goods |
| Average order value | Revenue after refunds divided by the number of orders | Whether a campaign brings larger or smaller baskets |
| Repeat purchase rate | Share of people with more than one order in the period | Whether a high new-customer price pays off over time |

## What your shop has to send

- `newCustomer`: whether this was the customer’s first order. Without it Metrunio derives the answer from its own measurements and labels it “measured” rather than “from the shop”. That is the weaker statement: we do not know the time before the first measurement. A subscription renewal is never a new-customer order, not even a measured one: it counts as an order by an existing customer.
- Measured means the person’s first purchase in time, not the first one to arrive. If an earlier purchase arrives later, for example as a catch-up through the Server API, or Metrunio recognises two identifiers as the same person, their later purchases become orders by an existing customer. This does not apply to a purchase already reported to an ad platform or skipped by a new-customers-only destination because of the customer type. It stays as it was reported, in your reports too, so that report and platform say the same. Metrunio never changes what your shop sent.
- `netValue` and `costOfGoods`: net value and cost of goods. Only both together yield a contribution margin; if one is missing the field stays empty rather than reporting revenue as margin.
- `items`: the cart line items. The product report exists only with them.

> **Note:** The article “How do I send cart, new customers and margin from my shop?” shows the call in detail.

## Why a metric stays empty

Above the contribution margin you see what share of orders it rests on. Two things can reduce it: an order carried no net value or no cost of goods, or a partial refund did not state which part of it was goods. In the second case the share is not extrapolated; the order is removed from the total and counted instead. A margin that rests 40 percent on extrapolated portions would be worse than one that says what it rests on.

## Contribution margin per channel and per campaign

The channel table of the overview and the breakdown by channel or campaign under “Attribution” have a “Margin ROAS” column: the row’s attributed contribution margin divided by its ad spend. Below 1.0, the attributed orders leave less after cost of goods than the ads cost. The figure is attributed, like the ROAS next to it. It does not say whether the orders would have happened without the ads.

If only some of a row’s orders carry the cost of goods, the figure shows below it what percentage of orders it comes from. The costs are those of the whole row, the margin only that of these orders, so with low coverage the figure is too low. Nothing is extrapolated. If the cost of goods is missing for all orders in the row or its costs are missing, no value is shown, only the reason. When you narrow to leads there is no cost of goods and the column is left out. In the CSV export, contribution margin, margin ROAS and coverage are the last three columns; scripts find them in the read API under `/v1/data/breakdown`, and the assistant in the “breakdown” tool.

## The product report: measured, attributed per campaign

With “All campaigns” it is measured: it shows **what** was sold, not which campaign sold it. You can group by product, variant, category or brand. Fully refunded orders drop out; a partial refund does not reduce the line items, because it rarely says which position came back.

If you pick a campaign under “Campaign” above the table, it becomes an attribution: you then see the line items from orders this campaign was involved in, weighted by its share in the chosen model. Across all campaigns together this adds up to the whole revenue again.

> **Note:** The campaign filter only applies to the product report. New-customer cost, contribution margin and the other metrics above it stay the figures for all campaigns. You see a campaign’s attributed contribution margin per product in the table. The assistant under “Ask your data” returns the same with the “commerce” tool, and so does your own AI tool through the MCP server.

> **Caution:** Orders in foreign currencies are converted into your currency using the European Central Bank reference rate of the order date; you set that currency in the settings. A reference rate is not the rate your payment provider settled at. For orders without a rate the amounts are missing from the totals. They are still counted, and the page names how many.

## Also asked

- See new-customer cost
- CAC for new customers
- ROAS on margin
- Contribution margin per campaign
- Why do the metrics not change when I pick a campaign?
- Average order value
- Measure repeat purchase rate
- Which products sell
- Which products did a campaign sell?
- Why is a purchase no longer a new customer afterwards?

## Related

- https://bench.metrunio.com/en/help/kohorten-und-amortisation
- https://bench.metrunio.com/en/help/shop-bestelldaten-senden
- https://bench.metrunio.com/en/help/roas-und-kennzahlen
- https://bench.metrunio.com/en/help/werbekosten-importieren
- https://bench.metrunio.com/en/help/attributionsmodelle
- https://bench.metrunio.com/en/help/abo-folgezahlungen