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New-To-File (NTF)

  • A New To File (NTF) user is a customer who has never purchased (converted) on an Advertiser’s e-commerce site
  • To be considered an 'existing user', the user's email address must be on file with the Advertiser
  • Example:
    • 'Advertiser A' has a list of email addresses, from previous or current customers on file
    • SteelHouse generates 100 conversions
    • 'Advertiser A' cross-references new email addresses
    • From the 100 conversions that SteelHouse generated, 3 purchases were made from “existing users” therefore attributing 97 NTF conversions to SteelHouse
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