> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/event-editor/how-to-know-which-meta-campaign-is-bringing-in-the-most-new-high-value-customers.md).
# How to know which Meta campaign is bringing in the most New high-value customers?
Let’s look at this brands’ Meta ads manager report, and decide which Campaign is the most beneficial for the brand:
The one starting with “C” (position number 3, blurred for privacy), compared to the other two has ±35% lower Cost-per-purchase (out-of-the-box metric in Meta ads manager). It also produced high enough volume during the test period to exit the Learning phase. So we should pour all the budget into that one in the future, and switch off the other two, right?
Not so fast!
This merchant powered their Meta account with Littledata CAPI connection, meaning they can send all sorts of custom signals to Meta - including the New High Value Customer metric:
After looking at the New high-value customer numbers, things look quite different: since this brand defines high-value customers as anyone who buys above 200EUR, it’s clear that campaign 2 wins the New high-value customer “race”. Not only did it bring in the most New high-value customers (50), but it also did that at a very profitable CAC (61.53). The one at the top outperformed the other two in terms of sheer volume, but just the tiny 3% of purchases it produced were made by the New high-value customers.
Campaign at the position number 3, which looked as a clear winner at first (by only analyzing Meta default metrics) now seems quite different - while it does sell at the lowest cost-per-purchase, it didn’t help acquire a single New high-value customer.
Should it be kept on? It depends on what the brand wants, but no one can deny that now they have a much more complete picture to look at!
### How do we identify New High Value Customers in Meta?
Littledata feature called Event Editor lets you send custom events into advertising platforms. This feature does NOT require coding or GTM access, it’s all done within Shopify admin UI where you follow a simple, straightforward process:
1. Open the desired connection’s setting (in this case it’s Meta)
2. Open the Event Editor tab and click on “+Add event”:
3. From this point on, you can choose ANY server-side event to start building off of, but in our case, we want to surface only NEW high-value customers (shameless plug: another Littledata proprietary server-side event), so we’re gonna start from New Customer Purchase event:
4. Once you name your new event (for Meta in particular the snake\_case naming convention is not obligatory but we developed a GA4 reflex) click on “Create and configure” and you’ll find yourself in a pretty self-explanatory UI:
5. Before you click on “+Add condition”, please note the trigger event of your choice from the previous step, in our case it’s New Customer Purchase (slightly grayed out but underlined with orange in the screenshot below)
6. Once you click “+Add condition” you’ll see this dropdown - since we’re identifying New high-value customers we chose “money.subtotal.shop” to be “greater than” 200. As you can see, each parameter has the accompanying explanation - in this case it’s “Total price of the items before tax and shipping..” - do play with other params but we challenge you to keep focus, because the use cases are endless!
Click the white SAVE button and voila - it’s done!
### How do we surface the New high value customer metric in Meta reports?
Once a never-before buyer places a high-value order (>200 euros in this case) you’ll see the “new\_high\_value\_customer” in your Datasets report within the Meta Events manager:
In order to be able to surface it in Ads manager reports, Meta requires you to create a Custom conversion - based on this very custom event:
The only remaining step is to Customize columns so this newly created conversion gets added as a metric to the Ads manager report of your choice.
First we open the "Columns" dropdown and click the "Customize columns" button at the very bottom (hint: the dropdown might be named differently in your UI e.g. Columns:performance or Columns:setup):
Then we search for the custom conversion we created a moment ago:
When you save your new columns set, the new ones will appear all the way to the right.
Once you see them in action, you’re gonna want them in all three reporting levels - Campaign, Ad set and Ads itself!
### Conclusion
The eye-opening report you see is not something that comes out of the box in Meta ads manager.
It is powered by additional data that Littledata enables to be sent from Shopify servers directly to advertising platforms like Meta (in this case), or Google Ads or Klaviyo, GA4 and any other Littledata connection.
Please explore our help center recipes to get more ideas on how to create and dispatch custom events that are useful for your Shopify store!
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