Audit checks / E-NC-01
Fewer new customers on growing spend
More spend reaching fewer new people usually means the platforms found the easy conversions: people who already know the store. The reports look fine and the customer base stops growing. New means Shopify's order index is 1; an order with no index is left out of the share rather than counted either way.
- Fires when
- The share of new customers among orders fell by at least 25% against the 28 days before, while spend grew by at least 5%.
- What to do
- A warning: the ads may be catching customers you already have.
- How the impact is estimated
- Not quantified: returning customers still buy, and what they would have bought anyway takes an experiment to know.
- Platform
- Google Ads, Meta, Shopify
- Severity
- medium
- Looks back
- 56 days
- Default thresholds (a workspace can change them)
- days: 28
- max_unknown_share: 0.5
- min_known_orders: 30
- min_spend_growth_pct: 5
- share_down_pct: 25
- Stays silent below
- min_known_orders orders with a known index in each window
- Autopilot
- Never applied automatically.