Adding "new customer" parameter for Google Ads tracking

Technical Q&A

Topic summary

A user is seeking guidance on implementing Google Ads’ “new customer” parameter for purchase event tracking.

Implementation Requirements:

  • Set parameter to “true” when a user completes their first order
  • Set to “false” if the system detects previous purchases for that user
  • Set to “null” when customer status cannot be determined

Current Status:
The user has referenced Google’s official documentation but is looking for:

  • Pre-built integrations
  • Step-by-step implementation guides

No responses or solutions have been provided yet in this thread.

Summarized with AI on October 31. AI used: claude-sonnet-4-5-20250929.
1

Hi everyone,

I’d like to add the “new customer” parameter according to the instructions provided here: Google Support.

In short, this works as follows:

  • If a user places their first order, we add the parameter “new_customer = true” at the “purchase” event level.
  • If our system detects a previous purchase for this user, we send the parameter with the value “false”.
  • If we cannot determine whether the user is new or returning, we set it to “null”.

Do you have any ready-made integrations or implementation guides for this?

Thanks.