Why Marketers Should Track New Users Acquisition on Google Ads

In the competitive landscape of digital marketing, understanding the dynamics of customer acquisition is crucial for sustained business growth. Tracking new user acquisition on Google Ads is a strategic move that offers multiple benefits, from optimizing ad spend to enhancing campaign performance. Here are some compelling reasons why marketers should focus on new user acquisition:

1. Enhanced Targeting and Personalization

By tracking new users, marketers can gain insights into who their new customers are, including demographics, behaviors, and preferences. This data enables more precise targeting and personalized marketing strategies, which can lead to higher engagement and conversion rates.

2. Improved ROI Measurement

Understanding the cost of acquiring new customers versus the revenue they generate helps in measuring the return on investment (ROI) more accurately. Marketers can allocate budgets more effectively, ensuring that spending is optimized towards channels and campaigns that bring in high-value new customers.

3. Strategic Growth

New customer acquisition is essential for business expansion. By focusing on this metric, companies can identify growth opportunities in new markets and segments. This strategy not only increases the customer base but also diversifies revenue streams.

4. Competitive Advantage

Keeping track of new users allows businesses to stay ahead of the competition by continuously adapting their marketing strategies. This agility ensures that companies can quickly respond to market changes and consumer trends, maintaining a competitive edge.

5. Long-term Customer Value

Acquiring new customers is the first step in building long-term relationships. By identifying and understanding new customers, businesses can implement retention strategies that increase lifetime value, leading to sustained revenue growth.

How to Track New User Acquisition on Google Ads

To effectively track new user acquisition on Google Ads, marketers need to activate and configure the “new customers” column in their dashboard. Here’s a step-by-step guide to achieving this:

Step 1: Access Campaign Settings

  • Log in to your Google Ads account.
  • Navigate to the specific campaign where you want to track new user acquisition.
  • Click on the campaign to open its settings.

Step 2: Enable Customer Acquisition

  • Within the campaign settings, find and click on the “Customer acquisition” section.
  • Check the box labeled “Optimize campaign for acquiring new customers.”

Step 3: Set Up Bid Adjustment

  • Select the option “Bid higher for new customers than for existing customers.”
  • This allows Google Ads to prioritize bids for potential new customers, increasing the chances of acquiring them.

Step 4: Attach a Conversion Value for New Customers

  • Click on the “Edit” button located below the “Additional conversion value from new customers.”
  • Choose the option “Use a different value only for this campaign.”

Step 5: Set the Conversion Value

  • Input a nominal conversion value, such as £0.01. This ensures that the campaign tracks new customers without significantly impacting your budget or campaign performance.
  • Click “Save changes” to confirm the settings.

By following these steps, marketers can activate the tracking of new user acquisition on their Google Ads dashboard. This setup provides valuable insights into the effectiveness of marketing campaigns in attracting new customers, allowing for data-driven decision-making and optimization.


Tracking new user acquisition on Google Ads is not just about understanding how many new customers are coming in; it’s about leveraging that data to drive strategic growth, optimize ad spend, and stay competitive. By implementing the steps outlined above, marketers can ensure they have the necessary visibility and insights to make informed decisions that enhance overall campaign performance. With a focus on acquiring and understanding new customers, businesses can achieve long-term success in an ever-evolving digital marketplace.

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