Increase new customer acquisition
Increase the absolute number of first-time customers.
Outcome measures
Unique new customers at one agreed acquisition event: qualified inquiry, first visit or first purchase. Traffic is a separate leading indicator.
Boundary
Returning customers belong to “Increase existing customer retention”; results per unit of spend belong to “Improve marketing efficiency”.
Improve discoverability through SEO and GEO: Previously undiscovered information becomes an entry point for new customers.
Experiment with audiences, creative and offers: Find offers that attract new demand.