Acquiring new customers is crucial for any business. Google Ads now offers a new customer acquisition feature (NCA). This feature helps reach and convert potential customers who have never interacted with your business before.
Methods for Customer Identification
Google uses three methods to identify customers:
Automatic Detection: Google analyzes conversion data from the last 540 days to identify existing customers.
Uploading Customer Lists: Companies can upload their own customer data for more accurate verification.
Conversion tags: This explicitly labels conversions as "new customer" or "existing customer" for the highest accuracy.
Impact on businesses and organizations
Effectively utilizing NCA requires a strategic approach. Companies must set the right campaign parameters and closely monitor performance. By employing Google's methods, businesses can accurately classify customers, leading to better segmentation of new clients.
Implementation of customer acquisition tracking
For a correct configuration of NCA, companies can implement specific code on their website. This can be done via the global site tag or Google Tag Manager. Both methods require the setting of parameters to identify and track new customers.
Best practices for customer acquisition
Start slowly with a low value for "new customer" to monitor performance without disrupting the metrics. Create a negative exclusion list of active customers and clearly define what a new customer is for your business. Add new customer columns to your reports for better visibility and accurate measurement of results.
Properly implementing these strategies and tools can help businesses effectively reach new customers and improve their marketing performance.