---
title: "Customer acquisition"
slug: "customer-acquisition"
updated: 2026-03-23T15:51:04Z
published: 2026-03-23T15:51:04Z
canonical: "help.awin.com/customer-acquisition"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.awin.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Customer acquisition

Our tracking supports additional reporting on whether the customer making a purchase is a new customer acquisition or a returning customer to your store.

## Tracking implementation

This reporting requires an additional parameter to be added to your [Conversion tag](/developers/docs/conversion-tag) and [Fall-back conversion pixel](/developers/docs/fall-back-conversion-pixel).

To apply this parameter to your [server-to-server](/developers/docs/server-side-tracking) tracking, please follow the guidance relevant to the [Fall-back conversion pixel](/developers/docs/fall-back-conversion-pixel).

#### Conversion tag

```javascript
AWIN.Tracking.Sale.customerAcquisition = "{{customerAcquisition}}";
```

#### Fall-back conversion pixel

```http
&customeracquisition={{customerAcquisition}}
```

`customerAcquisition` should be replaced with either `NEW` or `RETURNING` to identify the customer type.

#### Implementation example

```http
<img border="0" height="0" src="https://www.awin1.com/sread.img?tt=ns&tv=2&merchant=1001&amount=7.50&ch=aw&parts=DEFAULT:7.50&ref=AA000005&testmode=0&customeracquisition=NEW&vc=10PERCENTOFF" style="display:none;" width="0">
<script type="text/javascript">
//<![CDATA[
/*** Do not change ***/
var AWIN = AWIN || {};
AWIN.Tracking = AWIN.Tracking || {};
AWIN.Tracking.Sale = {};
/*** Set your transaction parameters ***/
AWIN.Tracking.Sale.amount = "7.50";
AWIN.Tracking.Sale.channel = "aw";
AWIN.Tracking.Sale.orderRef = "AA000005";
AWIN.Tracking.Sale.parts = "DEFAULT:7.50";
AWIN.Tracking.Sale.test = "0";
AWIN.Tracking.Sale.voucher = "10PERCENTOFF";
AWIN.Tracking.Sale.customerAcquisition = "NEW";
//]]>
</script>
```