Create a new-subscriber conversion event

Create a new custom event that targets only new subscribers. This can be used for ad platform to optimize for new subscribers or if you want to explicitly track them in Google Analytics.

What you'll build

A custom event based on purchase, scoped with a trigger condition that fires only when a customer starts their first subscription.

For a subscription brand, a new subscriber is worth far more than a one-time buyer. Instead of treating every purchase the same, A dedicated new-subscriber event tells your destination exactly what a win looks like.

What you need

• A subscription app that tags first subscription orders, such as Recharge

• At least one Littledata destination connected, for example Meta Conversions API or Google Ads

• Access to the Event Editor in the Littledata app

Apps like Recharge tag orders to distinguish first subscription orders from renewals, for example Subscription First Order. Open a recent first subscription order in Shopify admin to confirm the exact tag your setup writes.

Steps

1

Add a custom event

Go to Settings for your destination, then open the Events tab.

Click Add event.

2

Name it and pick the base event

Name the event to your liking, e.g. NewSubscriber

Select Purchase as the base event. The custom event inherits the complete field mappings of its base, so it sends a full, valid payload from the start. See Derive a new custom event.

3

Scope it with a trigger condition

Without a condition, the new event fires on every purchase. Add a condition so it only fires for first subscription orders:

Field	Operation	Value
properties.tags	contains	Subscription First Order

Use the exact tag your subscription app writes. See Trigger conditions.

4

Preview and save

Use the event preview to check the payload, then click Save.

Destination notes

• Meta: in Events Manager, mark NewSubscriber as a custom conversion, then choose it as the optimization event for acquisition campaigns. Meta optimizes delivery toward people likely to start a subscription.

• GA4: mark the event as a key event to report subscriber acquisition by channel.

• Klaviyo: use the event as a flow trigger for subscriber onboarding.

Verify it's working

1. Place a test order that starts a new subscription, or wait for a real one.

2. Confirm the new event appears alongside the standard purchase event, for example in Meta Events Manager or GA4 DebugView.

3. Renewal orders and one-time purchases should not fire it.

Make it yours

This setup is a custom event with a condition on an order tag. Any slice of purchases can become its own conversion: first-time customers, a product line, a market.

• Pair it with Stop subscription renewals counting as conversions so purchase stays acquisition-only while the new event targets your highest-LTV conversions.

• Custom events exist per connection. To use the same event in another destination, create it there as well.