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Why New Customer Revenue is Your Real North Star

Author

natasha Barwell
April 16, 2025

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In today’s newsletter

  • North star metrics – new customer revenue

  • Safeguard your margins from coupon leaks

  • How Fashion Nova beat Zara without a runway

  • The only checklist you need for a successful ad launch

  • Turn creative briefs into revenue

  • Latest News: What genAI means for your marketing skills & more…

    Let's dive into it!👇

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North star metrics – new customer revenue

If you’re spending $10K–$15K/month on Meta Ads, you’re not here to play games. You're here to grow.

But most brands obsess over ROAS… without asking who the revenue is actually coming from.
That’s the blind spot.

Let’s say you did $30K in revenue last month.

Now ask yourself: How much of that came from new customers?

Because if you're scaling on returning customer revenue, you're inflating ROAS at the cost of growth.

This is where New Customer Revenue becomes your true North Star.

Here’s how you can track it😀 

Use Meta’s “New Customer” breakdown (You must have Advanced Matching + Purchase Event enabled).

Or use paid tools like Triple Whale, Lifetimely, or post-purchase surveys to see how much revenue came from first-time buyers.

Else, you can create automations in Shopify to add tags to your first time purchasers

Your aim should be to get 40–60% of your revenue from new customers as you're in growth mode.

If it’s anything below that, you're just making money from your existing customers, which will break down eventually.

When you track New Customer Revenue:

  • You know if your acquisition efforts are working.

  • You avoid the trap of false ROAS from repeat buyers.

  • You can calculate true CAC and benchmark against LTV.

The end goal isn’t a high ROAS. It’s sustainable, scalable growth.

And that starts with knowing if your money is actually bringing new people through the door.

Safeguard your margins from coupon leaks

Guess what Honey, CapitalOne Shopping, and RetailMeNot do to your margins? They crush them by leaking coupons and often claiming unwarranted affiliate commissions.

That’s why brands like Quince, Blueland, and Vessi use KeepCart to stop coupon abuse and reclaim lost revenue.

With KeepCart, you can:

  • Protect your checkout from more extensions than any other tool.

  • Get instant alerts when your code leaks—and identify the source.

  • Block customers from creating multiple accounts to exploit referral programs, discounts, and more.

It’s easy to install and saves your team time by automating coupon monitoring.

After months of using KeepCart, Mando says “It has paid for itself multiple times over.”

Now it’s your turn to see how much more profit you can keep.

How Fashion Nova beat Zara without a runway

No shows. No catwalks. Just a killer strategy that turned them into a billion-dollar brand.
Here’s the 3-step playbook DTC brands should steal ASAP 👇

The only checklist you need for a successful ad launch

Most Founders get stuck wondering why their new ads aren’t performing.

Sometimes the issue isn’t strategy — it’s sloppy execution.

Wrong objective. Missed pixels. A hook that doesn’t land.
All of it adds up.

So before every launch, we run this pre-flight checklist — covering copy, creatives, and Meta Ads Manager setups — to make sure everything’s in place.

Because when you’re spending $10K–$15K a month, you don’t get many second chances.

It’s not about being perfect.
It’s about eliminating obvious mistakes and setting your campaign up to succeed before you hit publish.

👉 [Link to checklist]
Save it. Duplicate it. Use it every time.

Your ROAS will thank you.

Turn Creative Briefs into Revenue

With Neurons AI, agencies can fast-track everything from creative development to client sign-off.

Neurons AI indicates how campaign assets will perform—before launch—so you can deliver smarter, faster, and with confidence.

Using Neurons AI, Teads helped their client improve brand awareness by 64% and ad recall by 29%.

📰 In the News

GenAI is reshaping marketing roles—teams are using it beyond content creation, from data analysis to even sales involvement. But many still lack clear policies around its use. As AI tools evolve, marketers need to adapt their skills fast. It’s less about being replaced, more about staying relevant.

Google’s AI Overviews now pull less from top-ranking sites and more from broader sources, giving lower-ranked pages more visibility. While traffic impact is still low, this shift could change how content is surfaced—so SEO strategies may need to evolve.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.