E-commerce
New customer acquisition
Winning buyers who have never ordered before, measured apart from sales to customers the store already has.
What it is
Ad platforms can report and bid for new customers separately, using customer lists to tell them apart.
Why it matters
For e-commerceRepeat buyers often come back without ads. Growth depends on new customers, and blended numbers can hide a shrinking base.
In practice
Track new customers and the cost of each one; set campaigns to value new buyers more where the platform allows it.
A common mistake
Celebrating revenue growth that comes from existing customers retargeted at full ad cost.