Why You Should Track New Customer ROAS in Your Ecommerce Business?
Berry:Your Marketing Assist
3 Jul 2025
5 min read
Introduction
In e-commerce, every dollar you spend on ads matters. While overall ROAS (Return on Ad Spend) helps you understand your immediate returns, it doesn’t reveal whether you’re actually growing your customer base. For sustainable growth, tracking New Customer ROAS is essential.
What is New Customer ROAS?
New Customer ROAS measures the revenue you generate specifically from first-time buyers compared to your advertising spend. Unlike overall ROAS, which includes returning customers, this metric focuses solely on acquisition performance.
It helps you understand how effectively your ads bring in new customers, not just encourage repeat purchases.
Why do e-commerce brands need New Customer ROAS?
New customers are the lifeblood of any brand looking to scale. Without a steady flow of first-time buyers, it’s difficult to expand your market share and reach new audiences.
New Customer ROAS helps you see if your marketing budget is truly fueling growth rather than just maintaining the status quo.
What makes New Customer ROAS different from overall ROAS?
Overall ROAS includes revenue from both new and existing customers, which can make campaigns look more successful than they truly are. New Customer ROAS focuses only on new buyers, giving you a clearer picture of your growth performance.
When you separate these audiences, you can:
Understand the real effectiveness of your acquisition campaigns.
Avoid overestimating your brand’s growth trajectory.
Make more informed strategic decisions.
How does it improve budget allocation?
By tracking New Customer ROAS, you learn exactly which campaigns and channels are driving new customer growth. This allows you to invest wisely and avoid overspending on activities that don’t expand your audience.
What impact does it have on long-term growth?
A strong New Customer ROAS indicates that your brand is consistently attracting new buyers, laying the foundation for long-term success.
Focusing on this metric helps you:
Balance customer acquisition cost (CAC) with lifetime value (LTV).
Strengthen brand loyalty by introducing new audiences to your products.
Build a more resilient and diversified revenue base.
Why is it important for investors and stakeholders?
Investors and stakeholders care about growth potential, not just short-term sales spikes. New Customer ROAS shows that your brand is actively expanding and not just relying on existing customers.
It signals a strong future, making your business more attractive for investment and partnerships.
How can Roasberry help you track it?
Roasberry simplifies tracking New Customer ROAS for Shopify brands. With advanced pixel and event tracking, you can see exactly which ads bring in new customers and how much they cost.
Roasberry helps you:
Identify your top-performing acquisition campaigns.
Optimize your ad spend based on clean, reliable data.
Scale your business confidently and sustainably.
Conclusion
Tracking New Customer ROAS is critical if you want to grow your e-commerce business beyond short-term gains. It shows you if your ads are truly bringing in new customers and guides you in making smarter, future-focused budget decisions.
Ready to unlock your true growth potential? Start tracking New Customer ROAS with Roasberry today — and set your business up for long-term success.