To check what % of sales from your Facebook ads come from new vs. returning customers, follow these methods:
1. Use Facebook Ads Manager Breakdown
- Go to your campaign/ad set level.
- Click “Breakdown” → “By Delivery” → “Customer Type (New vs. Existing)”
(Only available if you’ve set up advanced matching or connected a CRM source.)
- This shows performance split by new vs. existing customers (if data is available).
2. Use Custom Audiences for Past Purchasers
- Create a custom audience of past buyers (from pixel events or uploaded customer list).
- Then, create two campaigns or ad sets:
- One targeting past customers
- One excluding them to target new users
- Compare ROAS, conversions, and CPA to see what % of sales come from each.
3. Use External Analytics (Shopify, GA4, CRM)
If you're using Shopify, Google Analytics, or a CRM, segment purchases by:
- Referral source (Facebook)
- Customer type (New vs. Returning)
- Shopify’s reports directly show this split if UTMs or Facebook source tagging is set up.
