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Attribution - New Customer

Last updated on May 27, 2026

Overview

The Attribution - New Customer dashboard focuses specifically on attribution performance for newly acquired customers.

It helps analyze:

  • New customer revenue

  • Acquisition performance

  • Customer acquisition costs

  • ROAS for new users

  • Media source contribution

  • Campaign effectiveness

Accessing Attribution - New Customer

To open the dashboard:

  1. Navigate to Marketing Attribution

  2. Click Attribution - New Customer

The New Customer Attribution dashboard will load.

Summary KPI Cards

The top section displays high-level KPIs for new customer acquisition.

Available metrics include:

  • Revenue

  • Orders

  • AOV

  • aMER

  • Total Ad Spend

  • Customers

  • CPA

  • ROAS

Each KPI card also displays percentage changes compared to the previous selected period.

MOAT Attribution Table

The MOAT section provides attribution breakdowns for new customer performance.

Tabs available:

  • Media Source

  • Campaign

  • Ads

Each tab changes the attribution reporting level.

Media Source Attribution

The Media Source tab displays attribution performance grouped by source platforms.

Examples include:

  • Google Ads

  • Facebook Ads

  • SMS

  • Direct

  • Bing Ads

  • Email

Metrics available include:

  • Orders

  • Revenue

  • Revenue %

  • Impressions

  • Clicks

  • Ad Spend

  • ROAS

  • CPA

Campaign Attribution

The Campaign tab displays attribution data grouped by campaigns. This helps identify:

  • Top-performing campaigns

  • Revenue-driving campaigns

  • Campaign efficiency

  • Acquisition quality

Ads Attribution

The Ads tab displays performance grouped by individual ads. This section helps analyze:

  • Ad-level ROAS

  • Ad-level CPA

  • Revenue contribution

  • Impression and click performance

Attribution Models

The Attribution dropdown allows changing the attribution model.

Available options include:

  • Any Click

  • First Click

  • Last Click

  • Equal Weight

  • View-Through

Changing the attribution model recalculates all metrics across the dashboard.

Searching Attribution Data

Use the search bar to quickly locate:

  • Campaigns

  • Ads

  • Media sources

Search updates the table results instantly.

KPI Trend Chart

The Key KPIs Trend chart visualizes attribution performance over time.

Tracked metrics include:

  • ROAS

  • CPA

  • MER

  • AOV

This chart helps identify performance fluctuations across the selected date range.

Revenue & Ad Spend Trend

The Revenue & Ad Spend Trend chart compares:

  • Ad Spend

  • New Customer Revenue

  • New Customer Count

This helps evaluate acquisition efficiency and revenue scaling.

Exporting Data

To export attribution reports:

  1. Click Export Data

  2. Select the export option

Exported data can be used for:

  • Client reporting

  • External analysis

  • Performance reviews

Table Navigation

The attribution tables support:

  • Pagination

  • Adjustable items per page

  • Horizontal scrolling for large datasets

This makes it easier to analyze detailed attribution data.