Measure new-customer ROAS from order data
Separate first purchases from returning-customer revenue.
Define new customers before exporting
Use the first settled order attached to a consistent customer record. A person checking out as a guest twice may look new twice. Choose a practical matching method allowed by your privacy controls and quantify how much traffic remains unclassified.
Report the mix beside the ratio
If a campaign spends $2,000 and brings $6,000 in settled revenue, including $3,500 from new customers, total ROAS is 3× and new-customer revenue per ad dollar is 1.75×. Both figures use all campaign spend; they should not be added together.
Compare with first-order contribution
Calculate acquisition cost per verified first-time buyer, then compare it with margin and expected repeat economics. Label attributed sales separately from incremental sales. If the aim is to reach new buyers, monitor the new-buyer share as you change targeting or creative.
Try a related tool
Compare revenue per advertising dollar with the return needed to cover ad spend. Enter net revenue and contribution margin before ads.
