How does Klar tell new and returning customers apart?
Klar uses the email address from the order data to identify whether a customer has ordered before. If the email address appears in a previous order, the customer is classified as a Returning Customer (RC). If it's the first time that email address has placed an order, they're classified as a New Customer (NC).
This applies across all orders in your connected store — regardless of the channel, campaign, or time period.
Is this GDPR-compliant?
Yes. Klar never stores email addresses in plain text. All email addresses are hashed before being processed, so no personally identifiable information is retained.
Why does this matter?
New Customer metrics (NC Revenue, NC ROAS, NC CAC) tell you how efficiently you're growing your customer base — as opposed to just re-activating existing buyers. For most eCommerce businesses, acquiring new customers is the primary growth lever and the key benchmark for evaluating paid marketing performance.