Describe the customer you want to reach
Start with the need your products answer. A first-order incentive for a focused collection should explain the product value as well as the reward. Customers who arrive only for a promotion may behave differently from customers who already intended to buy.
- Audience: a customer need the store is equipped to serve.
- Purchase: the products and order conditions that qualify.
- New-customer definition: a consistent business definition explained where relevant.
- Observation period: enough time to understand returns and later purchases.
Make discovery and the offer agree
A Shopify campaign introducing a collection should lead to the products named in the promotion and make exclusions easy to find. If qualification depends on a first purchase, state that before checkout rather than after a customer asks about a missing reward.
Measure acquisition quality as well as quantity
Divide attributable acquisition campaign cost by qualifying new customers for a cost-per-acquisition measure. Review cancellations, returns, and later purchasing separately. A first-order total cannot establish that the incentive caused each acquisition.