Set up new customer acquisition parameter in your conversion tracking tag

Step 1 of 2: Install the Google tag conversion tracking code on your website

Review Set up conversion tracking for your website to install conversion tracking with the Google tag.

Step 2 of 2: Add the new_customer parameter to your tag event snippet

You’ll want to add the following customer parameter to your event snippet:

Example of the Google tag configured with the above parameter:

Install with Google Ads Conversion Tracking

<script type="text/javascript">

gtag('event', 'purchase', {

...

"new_customer": true, /* calculate dynamically, populate with true/false */

...

]

});

/* ]]> */

Install with Google Analytics Conversion Tracking

<script type='text/javascript'>

gtag('event', 'purchase', {

'send_to': 'G-XXXXXXXXXX', /* PLEASE REPLACE WITH YOUR GOOGLE TAG ID */

...

'customer_type': 'new', /* calculate dynamically, populate with new/returning */

...

]

});

/* ]]> */

Add the customer_type parameter to your Google Tag Manager code

1. Select the new customer conversion tag.
2. Check the “Provide new customer data” check box.
3. Choose your data source of either Data Layeror Custom Fields.
4. The below variables are required to be added on the checkout page to be referenced.

The data layer is used to temporarily hold data. It’s a structured format that is understood by Tag Manager to make it easy for you to move that data from your web page or mobile app to tags, triggers, and other variables in Tag Manager.

You don't necessarily need to set up a data layer for variables to retrieve information. Tag Manager Variables can also be configured to retrieve values directly from Custom Fields, first-party cookies, and the DOM. However, the best practice is to have your variables retrieve information directly from a well-organized data layer object. A data layer implementation can minimize the likelihood of data loss from inadvertent code changes, encourage a well-organized and accessible data model, and simplify troubleshooting.

For each conversion, you can either let Google auto-detect whether a conversion is new or report this yourself via the conversion tag which would allow for better accuracy in your Google Ads reports. You can also adjust how much you value a new customer by adding a fraction of the average order value to their first purchase.

Customer lifetime value is calculated using the average conversion value for Shopping campaigns and the purchase frequency of your customers. Keeping this in mind, you can choose a fraction to determine the new customer value that you feel comfortable with.

Example implementation with Data Layer:

dataLayer.push({

'event': 'purchase',

'transaction_id': '1545c34e-691e-4726-aeda-b798df255e9c',

'affiliation': 'Google online store',

'value': 23.07,

'currency': 'USD',

'customer_type': 'new',

});

Example implementation with Custom Fields:

Install with Google Ads Conversion Tracking

<script type='text/javascript'>

send_to = 'AW-CONVERSION_ID/CONVERSION_LABEL'; /* PLEASE REPLACE WITH YOUR VALUE */

transaction_id = '1545c34e-691e-4726-aeda-b798df255e9c';

affiliation = 'Google online store';

value = 23.07;

currency = 'USD';

customer_type = 'new';

</script>

Install with Google Analytics Conversion Tracking

After you have the data in Google Tag Manager, be sure to set it up in Google Tag Manager.

Event Tag

Set up your Event Tag. Ensure you have the Event Name, GA Tracking ID, the customer_type parameter, and the variable value.

Setting up the Variable

Make sure to set up the trigger and variable. You can do this either via the data layer variable, or a javascript variable.

Then, you can debug events in Firebase in near real-time. You can also track new customer events in Firebase .

Step 1 of 3: Set up Firebase conversion tracking

1. Add Google Analytics to your Android or iOS app.
2. Sign in to your Google Ads Account .
3. Link your Google Ads account with Google Analytics App and Firebase. Follow the instructions on linking .
4. Measure app conversions from Google Analytics App using the Firebase SDK. Follow the instructions on measuring app conversion with Firebase .

Step 2 of 3: Verify conversion action settings

In order to track new customer acquisitions, you’ll want to verify that you've correctly set up the conversion action. Map your conversion action settings to the following:

• Make “conversion action category” equal to “purchase”.
• Make the “Firebase event” equal to “purchase”.
• Make the “source” equal to “Firebase”.
• Make your conversion actions “biddable” (primary conversion action).

Step 3 of 3: Add the customer_type parameter to your purchase event

Before you add the customer_type parameter, you have to update the purchase event. If you haven’t created a purchase event yet, follow the instructions for Android and for iOS . The customer_type parameter listed below is required for new customer acquisition tracking using Firebase.

Example of a Firebase ecommerce_purchase event driven by a new customer

Android:

// Prepare ecommerce bundle

// Set relevant bundle-level parameters

// New customer information. Should be calculated dynamically and populated with true/false.

ecommerceBundle.putBoolean( "new_customer", true ); // or false

ecommerceBundle.putDouble( Param.VALUE, 37.39 ); // Revenue, optional

ecommerceBundle.putString( Param.CURRENCY, "USD" ); // Optional

// Log event with ecommerce bundle

mFirebaseAnalytics.logEvent( Event.PURCHASE, ecommerceBundle );

iOS:

// Prepare ecommerce dictionary

// New customer information. Calculate dynamically, populate with @YES/@NO.

@"customer_type" : new, // or returning

// kFIRParameterValue : @75.98, // Revenue, optional.

// kFIRParameterCurrency : @"USD", // Optional.

};

// Log ecommerce_purchase event with ecommerce dictionary.

[FIRAnalytics logEventWithName:kFIREventPurchase

parameters:ecommerce];