---
updatedAt: 2025-01-29T10:29:29.000Z
agentTools:
  projectIndex: https://triplewhale.readme.io/llms.txt
---

# NCPA

ncpa

# Overview

New Customer Cost Per Acquisition (NCPA, New Customer CPA) measures the cost to acquire a new customer based on blended ad spend.

> 📘 NCPA = Blended Ad Spend ÷ New Customer Orders

The calculation is based on data in the [Blended Stats](https://triplewhale.readme.io/docs/blended-stats-table) table.

***

### Detailed Breakdown

The formula above is derived from the following components:

* **Blended Ad Spend** = `spend + custom_ad_spend`, where
  * `spend` = `SUM(spend)`  --> [Ads](https://triplewhale.readme.io/docs/ads-table) table
  * `custom_ad_spend` = `SUM(IF(is_ad_spend, amount, 0))`  --> [Custom Spend](https://triplewhale.readme.io/docs/custom-spend-table) table

* **New Customer Orders** = `SUM(new_customer_orders)`  --> [Orders](https://triplewhale.readme.io/docs/orders-table) table

# Insights and Actions

New Customer Cost Per Acquisition (NCPA, New Customer CPA) reveals how much it costs to acquire a new customer, helping assess the efficiency of your ad spend in driving first-time buyers.

* **Monitor Acquisition Efficiency**: Use NCPA to evaluate how effectively your ad spend translates into new customers. Rising NCPA may signal inefficiencies in your campaigns.
* **Optimize Targeting Strategies**: High NCPA might indicate that your targeting is too broad. Refine your audience to attract high-conversion, cost-effective segments.
* **Compare with Lifetime Value (LTV)**: Pair NCPA with customer LTV to ensure the cost of acquiring new customers is justified by their long-term revenue potential.

### Related Metrics

* **Blended ROAS**: Offers insight into the overall profitability of your ad spend, complementing NCPA by highlighting revenue generated.
* **New Customer Orders**: Tracks the volume of first-time purchases, providing context to your NCPA metric.
* **Blended Ad Spend**: Keeps you informed about total ad investment, ensuring you're aware of costs contributing to NCPA.

# Example Use

### Prompt

> What's my NCPA for the past 90 days?

### Response

![](https://files.readme.io/d7220ea9d0921e18299fd94edf4dd3a1580acc247b37e84a237629a9f73f7e74-image.png)

### Query

```sql
SELECT
  COALESCE(
    SUM(bst.spend) / NULLIF(SUM(bst.new_customer_orders), 0),
    0
  ) AS ncpa
FROM
  blended_stats_tvf () AS bst
WHERE
  bst.event_date BETWEEN CURRENT_DATE() - INTERVAL 90 DAY AND CURRENT_DATE()  - 1
```