What is cost per new customer?
Not every order is equally valuable. A new customer may come back later; an existing customer you might have had anyway. That is why many stores look separately at what it costs to win new customers.
How do you calculate it?
Divide your marketing costs in a period by the number of new customers in that period. You agree on what a new customer is: someone who never bought before, or not in the past two years.
Example: you spend €6,000 on marketing in a month and gain 150 new customers. The cost per new customer is €6,000 ÷ 150 = €40.
What to watch out for
To recognise new customers, you have to be able to merge customers across channels. The same person can buy in your shop and on a marketplace. Without that, you count customers twice and your costs look lower than they are.
In Ecommy
Ecommy makes sure every customer exists once across your systems, and calculates cost per new customer on your definition of 'new'.