This is what happens when you segment new vs. repeat

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Your "new customer acquisition" campaigns are lying to you.

Scott Desgrosseilliers just walked me through Wicked Reports live. And honestly? The data is more brutal than I expected.

We're talking about a wedding dress company. You know, the kind where customers buy once (maybe twice if they're really unlucky). Perfect test case for new customer acquisition.

Here's what blew my mind:

Their "cold traffic" campaigns were showing solid ROAS. But when Scott segmented new vs. repeat customers? Different story entirely.

The algorithm was spending 60-80% of the "new customer" budget on existing customers. Because existing customers convert faster. Because they make the numbers look good.

The platform gets paid either way.

Scott's solution is surgical.

Instead of trusting Facebook's definition of "new customers," Wicked Reports creates custom conversion events. They literally tell Meta: "This is what a NEW customer looks like. Stop optimizing for easy wins."

The wedding dress company example was perfect. Zero repeat purchases in 90 days (which makes sense). But also zero additional value from upsells or accessories.

That's leaving money on the table.

The Five Forces framework in action:

Scott showed me their scale/chill/kill zones working in real-time. Instead of agonizing over whether a 4.2 ROAS is good or bad, the decision is already made:

• Scale zone: Above 2.0 ROAS = increase budget

• Chill zone: 1.5-2.0 ROAS = maintain spend

• Kill zone: Below 1.5 = diagnose and fix

But here's the game-changer:

Their AI analyzes hundreds of data points and tells you exactly what to do. Not just "this campaign is underperforming." But "pause immediately - extremely low 0.2% conversion rate suggests landing page experience issues."

No guesswork. No analysis paralysis.

The new visitor percentage metric is everything.

Scott tracks what percentage of traffic from each channel is genuinely new visits. Most marketers assume cold traffic campaigns are hitting new people. They're usually wrong.

If you can't get above 40% new visitors on cold campaigns, you're paying premium prices for retargeting.

Real example from the demo:

One Facebook ad set was crushing it at 8:1 ROAS. But when you drill down to the ad level, one UGC video was doing 10:1 on minimal spend. The algorithm wasn't giving it budget because it prioritized volume over performance.

Scott's recommendation? Pull that creative out. Give it its own campaign. See if it holds at 4:1 instead of 10:1. Still worth it.

Watch Scott in Action

The platform integration is where it gets interesting.

Wicked Reports doesn't just measure. It sends signals back to Meta and Google. Custom conversion events that train the algorithm on what you actually want.

Want more summer collection sales to new customers? Create events for those specific SKUs + new customer status. Run separate campaigns for new vs. existing customers with different messaging.

The algorithm learns surgical customer journeys instead of generic "get sales."

The wedding dress insight stuck with me:

If your business model is one-and-done purchases, you HAVE to nail new customer acquisition. There's no repeat revenue to save you from poor targeting.

But even if you have repeat customers, you still need new ones entering the ecosystem. Otherwise, you're just mining the same audience until it's exhausted.

Next month, Scott's coming back for part three. We're doing a deep dive on cold traffic acquisition strategies. Because after seeing this demo, I need to understand his "secret sauce" for actually reaching new people.

To Your Measured Success!

--Jeff Sauer
Co-Founder of MeasureU

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