HOW TO: Create separate 'New Customer' and 'Returning Customer' Audiences for Meta Ads?

[saadulhasnain]

Hello fellow marketers,

I’m looking to significantly improve my Meta Ads optimization by segmenting purchases into two distinct groups: New Customers and Returning Customers.

The problem is that Meta’s standard Purchase event groups everyone together. I want to tell Meta exactly which is which.

My plan is to adjust the data being sent from our checkout’s success page to the Meta Pixel.

The Strategy (Focusing on the Logic):

My website’s back-end logic will determine if the user has purchased before.

Based on this check, I plan to send one of two custom events to the Meta Pixel.

If you have implemented this kind of logic, what is the most robust way to ensure that these two custom events fire on the purchase confirmation page?

[J_mah]

Hi,

Thanks for your query.

To distinguish between new and returning customer you need to configure the pixel events through Google Tag Manager GTM.

To configure the Facebook pixel and conversion API through Google Tag Manager you would need a custom datalayer where we can get custom data based on cookies and session data.

When we have customer data, we can send different purchase event to facebook pixel with the help of datalayer and Google Tag Manager using datalayer variable.

Here I have attached an image where i configured datalayer for one of my clients with new customer data true or false.

Feel free to ask if you have any questions.

Thanks

[saadulhasnain]

Thanks a lot for the solution,
Just a couple of things:

1. Should I ask Shopify dev to implement this? I think it’s easier for him than for me.
2. Any other method apart from your suggested one?