In today’s eCommerce landscape, signal loss and platform attribution challenges are making it harder than ever for brands to scale profitably.
Growth marketers face a critical decision: should you optimize for prospecting new customers (PC) or returning customers (RC)? Understanding and isolating these audiences is the key to unlocking lifetime value (LTV)–driven growth.
Prospecting vs Returning Customers
At Blotout, we define:
- PC (Prospecting Customer) → A first-time buyer discovering your brand.
- RC (Returning Customer) → A loyal customer coming back for repeat purchases.
Both are essential for growth, but they react very differently to advertising, creative, and brand messaging.
Why Segmentation Matters in Conversion Optimization
Many brands lump PC and RC conversions together, which leads to distorted insights.
Prospecting customers often behave unpredictably, while returning customers may convert more easily—but tracking both under one umbrella hides valuable creative and targeting signals.
Moreover, in-platform measurement (Meta, Google Ads) is more accurate than relying solely on modeled attribution tools, which often guess view-based conversions.
The Real Challenge (and Opportunity)
There’s no “problem,” but rather a massive opportunity:
- Isolate prospecting vs returning customers in real time
- Optimize campaigns based on true acquisition costs
- Measure suppression audiences effectively
- Test creative performance separately for PCs and RCs
The Blotout Advantage
With Blotout, you can now break out NC (new customers) and RC conversion metrics directly within Shopify and WooCommerce. Support for additional platforms is coming soon.
Currently supported platforms:
- Meta Ads
- Google Ads
These two platforms often account for 60–70% of your eCommerce revenue, making audience segmentation critical for efficiency.
Merchant Benefits
On Meta:
- Optimize for PCs only, building seasonal lookalike audiences
- Prevent Meta from over-attributing RC conversions
- Eliminate suppression bugs with cleaner audience sync
- Test creatives separately for PC vs RC
On Google Ads:
- Isolate conversions to prevent bloated attribution
- Push Performance Max and YouTube campaigns to focus on true acquisition
- Gain creative insights that improve campaign ROI
Who Should Use This Strategy?
If your brand is approaching $100,000/month in run-rate revenue, audience segmentation becomes essential.
At this scale, blended metrics will only mislead you—and isolating PCs vs RCs can significantly improve campaign efficiency.
How to Get Started
- For Shopify integration → Shopify App Store
- For WooCommerce integration → WooCommerce Marketplace
- For other platforms → Contact Blotout
Conclusion
The future of growth marketing isn’t about spending more—it’s about optimizing smarter.
By isolating prospecting vs returning customers, you gain clearer insights, better creative testing, and more efficient ad spend.
Ready to scale with precision? Start with Blotout today and unlock true conversion optimization.