New Customer Value Calculator

1. What a new customer is worth

Shop name (optional)

Work out lifetime value

From repeat orders I know my lifetime value

Average first order value

₹

What a new customer spends on the first order.

Gross margin

Sale price minus the cost of goods and delivery, as a share of the price.

Returning customers' typical order

₹

Leave blank to use the first order value.

New customers who buy again

Share of new customers who order again within the period.

Repeat orders each

How many more orders those customers place in the period, on average.

Over how long

Our suggestion: a period you have real data for.

2. How you will use it

Bidding mode you plan

Bid higher for new customers New Customer Value Only bid for new customers New Customer Only

Campaign type

Your purchase conversion values are

Order value Profit

The extra value is worked out in the same terms.

Share of future value to count

Bid strategy

Do you track purchases as a conversion, with the order value?

Yes No Not sure

3. How Google will know your existing customers

Tick all you have, or will set up

Google's own detectionOn by default, from your tracked purchases Customer Match listYour past buyers, uploaded or connected New or returning in the tagYour site marks each purchase Tag-based buyer listAn audience of past buyers from your tag

People on your list (optional)

For a Customer Match or buyer list.

4. Your campaign now (optional)

A month of figures shows what the extra value does to reported ROAS and your target.

Ad spend a month

₹

Cost as Google Ads reports it, without GST.

Purchases a month from ads

Purchase conversions in the campaign.

Share from new customers

From your shop, or the new vs returning segment.

Your Target ROAS now

Leave blank if you use Maximize conversion value.

Runs in your browser. Nothing is uploaded, and we never sign in to Google Ads.

Your new customer value appears here

Enter your first order, margin and repeat orders, or try the example: an online tea shop.