Two cards on the Dashboard answer the two questions that decide whether to spend more: am I growing as fast as I want to? and what does a new customer really cost me? Each card appears only when there are real numbers behind it.

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Growth this month

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Setting your goal

Until you choose one, the card suggests 30% a month. Click Set your goal (or Change goal), type a number between 1 and 500, and Save. The card recalculates straight away.

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”Behind your goal” email

If you have set a goal, PlatformDTC checks from day 20 of each month. When the month is projected to finish below your goal you get one email and one notification in the bell, telling you where the month is heading, the goal, and roughly how much more a day would close the gap. At most once a month. Stores that have not set a goal are never emailed. Nothing on your store or your ads is changed.

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Real cost per new customer

All your ad spend for the month divided by the people who bought from you for the first time that month. This month so far is the headline, with last month underneath. What Facebook says a sale costs is Facebook’s own figure: your Facebook spend divided by the purchases Facebook credits to its ads. It is usually lower, because Facebook counts sales its ads only helped with, and repeat buyers. The real cost is the one your bank account pays.
  • The card is hidden when there was no ad spend this month or last.
  • Facebook ads only in the title means every ad dollar counted came from Facebook; other ad accounts were not spending (or are not connected).
  • A customer whose checkout did not leave an email or phone cannot be recognised as new, so the real cost can read slightly high — never flatteringly low.
The same number appears on Analytics → Profit as Cost to get a new customer.

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For developers

The goal is stored per store. The behind-goal alert is the notification event store.growth_goal_behind.