Resources · Worksheet
The exclusion gap check
Find out how many of your existing customers your acquisition ads can still reach, and what a new customer costs when the store does the counting.
The question
“Our acquisition campaign excludes existing customers. Why are repeat buyers still showing up in its results?”
The assignment
Upload your full customer list to the ad platform and read the match rate. Then count last month's first-time customers from the store's own first-order dates and divide ad spend by that number, next to the platform's cost per new customer.
At the yarn brand in the article, Meta could match 65 to 76% of the customer list, so about a third of existing buyers saw acquisition ads, and in one month ads to people who already buy took 60% of attributed revenue on 23% of spend. The platform's cost per new customer looked better than it was. This worksheet reads the gap and recomputes the cost from the store.
Numbers in the readout that are not yours come from the article. Fields marked optional sharpen the answer but are not needed for it.
- $
- %
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What your numbers say
Still needed: Customers in the list you uploaded; Profiles the platform matched; Acquisition spend last month; New customers the platform credited last month; First-time customers in the store last month.
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