Attribution Models
New vs Returning Attribution
Separating attribution analysis between new customer acquisition and existing customer retention to optimize channel strategy.
New vs Returning Attribution splits performance by customer type because channels perform differently. Facebook might excel at new customer acquisition (60% new) while Google Search is mostly returning customers (70% returning searching brand name). Why it matters: Blended ROAS hides channel purpose. Google shows 5x ROAS but it's mostly branded search from existing customers (cheap conversions). Facebook shows 3x ROAS but it's all new customers (expensive but valuable). Implementation: Segment conversions by new vs returning in Google Analytics, create separate conversion events for new customers, and calculate New Customer ROAS separately. Best practice: Optimize Facebook for new customer CAC, optimize Google for total ROAS, and don't compare channels without segmenting by customer type.
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