If you're reading this, you've probably been frustrated by mismatched customer data at least once this week.

You're not alone – I've spent the last month diving deep into hundreds of ecommerce accounts, and there's a pattern that keeps showing up: most brands are losing money because they're not properly tracking new versus returning customers.

Today's newsletter will show you exactly how proper customer tracking can unlock hidden revenue and save you from throwing away your ad spend. Let's turn this common headache into your next big win.

The real cost of poor customer tracking

Last week, I audited a beauty brand that was "struggling" with their ad performance.

Turns out, they were actually crushing it – they just couldn't see it. Their ROAS looked terrible because they were treating every purchase like a new customer acquisition. In reality, 40% of their "new customer" purchases were from existing customers. Once we fixed their tracking, their true CAC dropped by 37%.

Here's what proper new vs. returning customer tracking can do for your bottom line:

• Your acquisition costs become crystal clear. No more wondering if you're actually paying $50 or $150 to acquire a customer. When you know exactly which purchases are truly from new customers, you can stop burning money on oversaturated audiences.

• Your retention marketing gets supercharged. Most brands I work with discover they've been accidentally targeting existing customers with new customer offers. Fix this one thing, and you'll stop training your loyal customers to wait for "new customer" discounts.

• Your attribution finally makes sense. Ever notice how your Facebook ROAS looks amazing but your overall profits don't match up? Proper customer tracking often reveals that you're counting the same customer twice (or more) across different platforms.

The 15-minute fix that can save you $10k this month

Here's the fastest way to patch your tracking leaks:

1. Audit Your Current Setup

   • Check if your analytics platform is actually distinguishing between new and returning customers (most aren't)

   • Look for duplicate customer profiles across your email, SMS, and ad platform data

   • Review your UTM parameters – are you properly tracking which campaigns bring in new vs. returning customers?

2. Fix Your Foundation

   • Set up proper customer ID tracking across all platforms

   • Configure your Email Service (Klaviyo, etc.) to flag first-time vs. repeat purchasers

   • Update your ad platform conversion events to differentiate between customer types

3. Optimize Your Campaigns

   • Create separate ad sets for new customer acquisition vs. retention

   • Adjust your bidding strategies based on true customer acquisition costs

   • Build lookalike audiences from your actual new customers, not mixed data

The money-saving segments you need to create today

Stop throwing away money on poorly targeted campaigns. Here are the essential segments you need to set up:

• True First-Time Visitors: People who have never purchased or engaged with your brand

• Browse Abandoners: First-time visitors who viewed products but haven't purchased

• Cart Abandoners: Separated by new vs. returning status

• Single Purchase Customers: Haven't bought again in 60+ days

• Loyal Customers: Multiple purchases in the last 90 days

For Aimerce Customers,

We've made this entire process seamless for you. You can configure these essential tracking settings directly through your Aimerce dashboard – no complex setup required. Once enabled, you'll see new vs. returning customer ROAS automatically displayed in your campaign reports, giving you instant visibility into your true performance metrics.

After that, go to Meta Ads manager and follow these steps. Or shoot me a DM if you need help turning this on!

Want us to audit your customer tracking setup? Let me know and I'll show you where your hidden revenue opportunities.

✌️Until next week,

Yiqi