Using the new customer acquisition goal with store goals

The new customer acquisition goal uses Performance Max or search campaigns to help you gain new customers. You can choose to optimise the campaign to bid higher for new customers or to bid for new customers exclusively.

This article explains how the new customer acquisition goal works with store goals.

If you choose to optimise your store goals campaign to acquire new customers, Google will identify new customers based on one of the following methods:

• Past online purchase conversions (if available)
• Existing customer lists that you share through Customer Match and label in the conversions summary acquisition panel

Note: Performance Max campaigns for store goals are only compatible with the New Customer Only mode.

Optimise your campaign

The New Customer Only mode functions differently when campaigns are optimised for online sales. Follow the guidelines below to understand how the New Customer Only mode will work for you. Learn more about optimising your campaign for online sales.

Campaign objective	Bidding mode	How it works
Offline conversion events	New Customer Only	Campaigns will only serve to new customers who have been identified based on past online purchase conversions or on existing customer lists shared through Customer Match and who are labelled as new customers in the conversions summary acquisition panel New customers aren’t reported for offline store sales conversions
Online sales and offline conversion events	New Customer Only	Campaigns will only serve to new customers who have been identified based on past online purchase conversions or on existing customer lists shared through Customer Match and who are labelled as new customers in the conversions summary acquisition panel 'New customers' in reporting is the number of first purchase conversions from new customers

Related links

• Set up new customer acquisition reporting
• About Performance Max campaigns
• Create a Search campaign
• Choose the right campaign type