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It unites two parts of the funnel that previously lived separately: campaign tracking + customer behavior.

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What it is

We automatically identify if a purchase was made by: New Customer → never purchased before. Returning Customer → has purchased at least once. With this, you can analyze:
  • Average Order Value
  • CAC
  • Repurchase Base
  • Average time between purchases
  • Purchase frequency
  • Repurchase rate
  • Total number of customers
  • New vs. returning
  • How many new/returning customers each channel, campaign, or ad brought (by attribution model)
And more: you can import your historical customer base via CSV, so Nemu recognizes old purchases that occurred before Pixel installation.

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Where to find the information

The functionality is divided into two places:

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A) “Customers” Tab - Sidebar

Customers Tab Where you find:
  • General customer metrics
  • Evolution chart
  • Customer base upload
  • Complete list of customers with LTV and total purchases
Customers Dashboard

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B) “Customers” Columns in the “Campaigns” Tab

Now each channel shows:
  • How many new customers that channel brought
  • How many returning customers that channel brought
  • Metrics by attribution model (First Click, Last Click, Full Journey)
Customers Columns

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How customer identification works

From the moment you integrate your store or checkout with Nemu, we can:
  • Recognize the buyer
  • Assign them as new or returning
  • Track that user in future purchases
But if the store existed before you started using Nemu, we don’t have that history. That’s why we created the customer base upload functionality.

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How to upload your customer base

  1. Click the Add Customers + button.
Add Customers Button
  1. Download the CSV template.
CSV Template
  1. Fill in with:
  • sale id
  • product name (optional)
  • net value
  • gross value
  • date (YYYY-MM-DD)
  • customer email
  • customer name (optional)
  • customer phone (optional)
  • platform (shopify, woocommerce, magento, etc)
  1. Upload by dragging and dropping the file or clicking to select the file.
Upload Customers
Accepted files: CSV or XLSX
Nemu starts recognizing all these customers as already existing.
From that point on, any new purchases from these customers will be correctly classified as returning — even if the first purchase was before the Pixel.

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What you can analyze in the “Customers” Tab

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A) Main Metrics

  • Average Order Value
  • CAC
  • Repurchase Base
  • Average Time Between Purchases
  • Purchase Frequency
  • Repurchase Rate
  • Total, New, and Returning Customers
Main Metrics These metrics are crucial to understand:
  • The health of your retention funnel
  • The balance between acquisition and loyalty
  • Your users’ purchase cycle

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B) Evolution Chart

You view week by week:
  • Total Customers
  • New Customers
  • Returning Customers
Perfect for understanding trends of:
  • Growth
  • Seasonality
  • Campaign effects
  • Behavioral changes
Evolution Chart

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C) Customer List

Here you find:
  • Name
  • Email
  • Phone
  • LTV
  • Total purchases
Ideal for specific analyses and segmentations. Customer List

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How to use this in the “Campaigns” Tab

This is one of the most powerful parts of the functionality. Now you can see, for each channel, campaign, and ad:
  • How many new customers that channel brought
  • How many returning customers it brought back
  • What the ROI/ROAS is based on First Click, Last Click, and all Nemu models
  • Performance comparison by customer type
Customer Columns

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Examples of possible analyses:

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1) Where are we acquiring the most new customers?

See which channels are bringing the most first-time purchases. Perfect for aggressive acquisition strategies.

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2) Which channels bring returning customers most frequently?

Understand who activates your current base. Excellent for retention and CRM strategies.

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3) CAC by New vs. Returning Customer

Some channels may seem bad overall but great for bringing new customers.

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4) Test attribution models

See how the First Click view changes your perception of “new customer”. See how Last Click changes your perception of “returning customer”.