Reading the e-commerce columns of the Ads table: NCP, NCV, NC-ROAS, NC CPA, CP Client

Goal

Understand the e-commerce columns of the Ads Performance table (/app/ads): how many new customers each campaign, ad set or ad brought you, what they brought in and what they cost.

Prerequisites

• A connected store (Shopify) or your orders sent through the e-commerce ingestion API, with the e-commerce layer enabled on your workspace
• At least one connected ad platform (Meta, Google Ads, TikTok...)
• The Metrikia pixel installed on your store: without a tracked journey, an order cannot be linked to any ad

Step 1: Show the columns

1. Open Ads Performance in the left menu (/app/ads)
2. Above the table, click Columns
3. In the Ecommerce group, tick NCP, NCV, NC-ROAS and NC CPA: these four columns are hidden by default. CP Client sits in the Leads group and is shown by default
4. Pick your attribution model: NCP, NCV, NC-ROAS and NC CPA depend on it (see the guide "Choosing an attribution model on the Ads dashboard")

Hover a column title to read its definition, or click Columns guide for a reading example.

Step 2: Who counts as a new customer

• A new customer is a person placing their very first order in your store.
• The person is recognised by their email, or failing that by their phone number.
• For a Shopify store, Shopify's customer history decides: a customer who had already ordered before the store was connected to Metrikia is not counted as new.
• An order with neither email nor phone is never counted as a new customer order.
• A customer who orders twice counts once: only their first order enters these columns.
• The order is dated on the purchase day, as in the Purchase column.

Step 3: Read NCP

Tooltip: "New Customer Purchases: New customer orders".

• Each new customer is split across the campaigns, ad sets and ads that brought them in, using the attribution model you selected, exactly like the Purchase column.
• Example: 10 new customers who came through a Meta ad, then a Google ad, then bought. Under the Linear model, NCP is 5 on Meta and 5 on Google: the total is 10, not 20. Under Last Touch, NCP is 0 on Meta and 10 on Google.
• NCP can therefore show decimals (12.5 for instance) and changes when you switch models.
• The rows add up to the number of new customers attributed to your ads.

Step 4: Read NCV and NC-ROAS

• NCV (New Customer Value): revenue from these new customers' orders, net of refunds (the amount actually collected), split the same way as NCP. Example: NCV = €1,540.
• NC-ROAS (New Customer ROAS) = NCV / spend: what each euro of ad spend brought in from new customer orders. Example: NC-ROAS = 2.1x, every euro spent generated €2.10 of new-customer revenue.

Step 5: Read NC CPA

Tooltip: "New Customer Cost Per Acquisition: Cost per new customer".

• NC CPA = spend / NCP. Example: NC CPA = €42 means €42 of ad spend per new customer.
• NCP × NC CPA = spend, on every row and on the Total row.

Step 6: Read CP Client

• CP Client = spend / customers. New and returning alike.
• Customers are the people who arrived in the period through this campaign, ad set or ad (first contact) and became customers since, whether they had ordered before or not.
• Example: CP Client = €64 means €64 of ad spend per customer, new and returning alike.

Do not mix up the two costs: NC CPA counts new customers only, split by the attribution model; CP Client counts every customer who arrived through the row, new and returning.

Expected result

For each campaign, ad set or ad, you read how many new customers it brought (NCP), what they brought in (NCV, NC-ROAS) and what each one cost (NC CPA), without counting twice a customer who went through several ads.

Common problems

The e-commerce columns stay empty

Check that a store is connected and the e-commerce layer is enabled on your workspace, that the pixel is installed and that the selected period contains orders. If needed, contact support.

NCP shows decimals

This is normal: a new customer who went through several ads is shared between them according to the attribution model. The Last Touch model gives whole numbers.

The NCP total is lower than the store's number of new customers

This is expected. Part of the credit goes to visits without an ad (organic search, direct, email), an order whose journey is not tracked is linked to no ad, and an order with neither email nor phone is never counted.

NC CPA is higher than the NCPA on the E-commerce page

The NCPA on the E-commerce page (/app/store) divides ad spend by all the store's new customers, including those who came without an ad. NC CPA divides only by the new customers attributed to your ads, so it is higher. For the same reason, the NC-ROAS on the E-commerce page is higher than on the Ads table.

NCP, NCV, NC-ROAS and NC CPA change when I switch models

This is by design: these four columns follow the selected attribution model, like Purchase and CPA. CP Client does not change, because it follows the first contact.

Missing a feature? Suggest it in Ideas & Roadmap (left menu, Resources section, /app/features). A number looks wrong? Use Report a bug, in the account menu at the bottom of the left menu.