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{"id":251,"date":"2024-05-22T12:00:00","date_gmt":"2024-05-22T12:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/how-to-use-the-new-customer-acquisition-goal-in-google-ads-440697\/"},"modified":"2024-05-22T12:00:00","modified_gmt":"2024-05-22T12:00:00","slug":"how-to-use-the-new-customer-acquisition-goal-in-google-ads-440697","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/how-to-use-the-new-customer-acquisition-goal-in-google-ads-440697\/","title":{"rendered":"How to use the new customer acquisition goal in Google Ads"},"content":{"rendered":"

Acquiring new customers is crucial for any business, but it’s challenging in today’s crowded digital landscape. Google Ads’ new customer acquisition<\/a> (NCA) feature can help. This tool is designed to reach and convert prospects who have never engaged with your business.<\/p>\n

However, using NCA effectively requires a strategic approach. Simply enabling it won’t automatically deliver new customers. <\/p>\n

To maximize this feature, you need to set the right campaign parameters, monitor performance data closely and follow certain steps.<\/p>\n

This guide will explore how to leverage NCA the right way to take your new customer acquisition to new heights.<\/p>\n

How Google identifies new vs. existing customers<\/h2>\n
At the core of the new customer acquisition goal is Google’s ability to distinguish between users who have already converted for your business and completely new prospects. But how does it actually make this determination?<\/p>\n
Google leverages three main methods to classify customers as new or existing. <\/p>\n
You can use any one of these approaches or combine them for more comprehensive new customer tracking.<\/p>\n
Google’s automatic detection <\/h3>\n
This default method is enabled when you select the “new customer” acquisition goal. Google will analyze your account’s conversion data from the last 540 days to create an audience list of existing customers.<\/p>\n
Anyone who has converted within that time window will be classified as an existing customer. Those not on that audience list will be designated as new customers.<\/p>\n
This automated approach is the easiest to implement but also has some limitations since users can delete cookies or opt out of tracking. <\/p>\n
Also, with more tracking blockers, privacy tools and a more privacy-aware audience, this method is unlikely to give proper results to work with.<\/p>\n
Customer list uploads <\/h3>\n
For a more robust way to define your existing customer base, you can upload your own first-party data via customer match lists. Google will designate any user not found on your uploaded list(s) as a new customer.<\/p>\n
You can include up to five customer lists to cast a wider net around your existing audiences. Ensure your lists contain at least 1,000 entries each for optimal matching.<\/p>\n
Conversion tracking tags<\/h3>\n
This method gives you the highest level of control. It uses a custom conversion tracking tag to explicitly label each conversion as “new customer,” “existing customer” or “unknown.”<\/p>\n
You’ll need to work with your developer to insert this specialized tag on your conversion pages and pass through the appropriate parameters. It’s more technical but ensures accurate data is sent directly to Google.<\/p>\n
Using a combination of these three approaches is generally recommended for the most reliable new vs. existing customer segmentation.<\/p>\n
Beyond the new vs. existing classification<\/h2>\n
Even when optimizing for new customers using NCA, you’ll likely still see some conversions from existing customers in your reports. This can happen for a couple of main reasons:<\/p>\n
Identification limitations <\/h3>\n
There are some instances where Google may not be able to definitively identify an existing customer, such as:<\/p>\n
\n
They are browsing on a new device or browser that hasn’t been previously recognized.<\/li>\n
They’ve cleared their cookies and website data, appearing as a new user.<\/li>\n
They convert through a different channel, like a call asset, where historical data is limited.<\/li>\n<\/ul>\n
Multi-conversion scenarios<\/h3>\n
If a single ad click results in multiple conversions being recorded (such as both a lead and sale), Google will count all of those conversions toward your campaign goals, even if some are from existing customers.<\/p>\n
While not ideal, some existing customer data “getting through” is expected with NCA campaigns. The key is understanding why it’s happening and finding the right balance for your business.<\/p>\n
Avoid getting tripped up<\/h2>\n
To leverage NCA successfully, you’ll want to pay close attention to a few potential areas of confusion or misconfigurations:<\/p>\n
Sharing customer list data <\/h3>\n
\n
For Google to accurately match users against the audiences you’ve uploaded, those customer lists need to be shared with the same Google Ads account running your NCA campaigns. Double-check this is enabled.<\/li>\n<\/ul>\n
Conversions classified as ‘unknown’ <\/h3>\n
\n
Some conversions may come through labeled as “unknown” if Google cannot confidently categorize them as new or existing based on the data available. Minimizing these unknown instances will improve your audience segmentation.<\/li>\n<\/ul>\n
Bid strategy alignment <\/h3>\n
\n
Make sure your campaign’s bid strategy (like target CPA) is aligned with the specific new vs. existing customer signals you’ve provided to Google through audience uploads or conversion tags. Mismatched signals could disrupt optimization.<\/li>\n<\/ul>\n
As you can see, there are a number of nuances and potential stumbling blocks to be aware of when using the new customer acquisition goal. <\/p>\n
Get the daily newsletter search marketers rely on.<\/p>\n
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Beyond the new vs. existing classification<\/h2>\nEven when optimizing for new customers using NCA, you’ll likely still see some conversions from existing customers in your reports. This can happen for a couple of main reasons:<\/p>\n

Identification limitations <\/h3>\nThere are some instances where Google may not be able to definitively identify an existing customer, such as:<\/p>\n

Avoid getting tripped up<\/h2>\nTo leverage NCA successfully, you’ll want to pay close attention to a few potential areas of confusion or misconfigurations:<\/p>\n

How to implement new customer acquisition tracking<\/h2>\nSetting up new customer acquisition tracking requires implementing specific code on your website. There are two main methods: using the global site tag or Google Tag Manager.<\/p>\n

Google Tag Manager method<\/h3>\n\nSelect the new customer conversion tag in Tag Manager.<\/li>\nCheck Provide new customer data<\/em> and choose the data source (data layer or custom fields).<\/li>\nAdd the required new_customer<\/em> and customer_lifetime_value<\/em> variables.<\/li>\n

Beyond the new vs. existing classification<\/h2>\n
Even when optimizing for new customers using NCA, you’ll likely still see some conversions from existing customers in your reports. This can happen for a couple of main reasons:<\/p>\n

Avoid getting tripped up<\/h2>\n
To leverage NCA successfully, you’ll want to pay close attention to a few potential areas of confusion or misconfigurations:<\/p>\n

How to implement new customer acquisition tracking<\/h2>\n
Setting up new customer acquisition tracking requires implementing specific code on your website. There are two main methods: using the global site tag or Google Tag Manager.<\/p>\n