The New Customer Attribution Playbook
How to fix attribution, train Meta correctly, and scale new customers profitably.
Built from real first-party attribution across thousands of campaigns and fast-cycle eCommerce brands.
What you’ll learn in 20 minutes
Why platforms blur new vs repeat and how that distorts decisions.
How Meta’s AI “gravitates” toward fast conversions (retargeting).
How to measure new-customer performance with more rigor (not vibes).
Which fixes are possible with GA4 and manual workflows — and where they break.
The only repeatable way to correct Meta’s bias: Signal architecture + first-party value feedback.
The weekly operating cadence that makes teams faster and calmer.
This guide is for you if…
You’re scaling paid social/search and nCAC is creeping up
You suspect Advantage+ is recycling demand
Your team debates screenshots instead of making decisions
You need proof you can defend to a CFO, founder, or client
Best fit for Shopify brands and performance agencies spending $100k+/month.
The real enemy isn’t performance.
It’s measurement incentives.
Platforms are optimized to show themselves as winners. If you can’t separate new vs repeat and you can’t hold spend accountable with first-party proof, you’ll keep “scaling” the wrong thing.
The Challenge:
Great-looking Platform ROAS, Stalled New-Customer Growth
Download The nCAC Playbook
Stop guessing. Start scaling net-new customers with proof.
Want help applying it to your account? Book a quick call and we’ll map the fixes