Meta NC Purchases counts the number of purchases from first-time buyers that Meta attributes to your ads.
Meta NC Purchases = COUNT ( purchase events ) WHERE customer_type = new
| Metric | Definition |
|---|
| purchase events | Total purchase events attributed to your Meta ads |
| customer_type = new | Filters to purchases from first-time buyers with no prior purchase history |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Count |
Example
Your prospecting campaign drove 847 new customer purchases in Q1.
| Campaign | NC Purchases | Total Purchases | NC Rate |
|---|
| Lookalike - Top 1% | 412 | 523 | 79% |
| Interest - Fitness | 289 | 456 | 63% |
| Broad - Advantage+ | 146 | 892 | 16% |
How It Works
Meta identifies new customers using customer list data you provide through the Conversions API or pixel. When a purchase event fires, Meta checks if the buyer’s email or phone matches your existing customer list. Purchases from unmatched users count as new customer conversions. This requires configuring your new customer signal in Meta.
When to Use
| Scenario | Action |
|---|
| Prospecting campaigns underperforming | Compare NC purchases across audiences to find best acquisition sources |
| High ROAS but low growth | Check if most purchases come from existing customers |
| Budget allocation decisions | Shift spend toward campaigns with higher NC purchase rates |
| Evaluating Advantage+ Shopping | Monitor NC vs returning customer mix in automated campaigns |
| Metric | Relationship |
|---|
| Meta Purchases | Total purchases including new and returning customers |
| Meta NC Purchases Value | Revenue from first-time buyers |
| Meta NC CPA | Cost to acquire each new customer |
