A broader view of shopper value.
AppsFlyer’s 2026 e-commerce research highlights increasing emphasis on re-engagement and changing regional budget allocation. It analyzes activity from October 2024 through March 2026. Adjust’s 2026 shopping publication points to differences across regions, channels, shopping subcategories and seasonal moments.
The two publications use their own datasets and time windows. We read them as complementary context, rather than combining their results into a single market benchmark.
Our interpretation: use two distinct objectives.
A new shopper and a returning customer are different campaign audiences. Their offers, expected conversion rates and commercial contribution may differ. Blending them can make acquisition look more efficient than it really is.
Give first-time customer acquisition its own budget and evaluation criteria. Assess re-engagement separately, including whether the activity brings additional value rather than simply claiming orders that would have happened anyway.
Measure the first order clearly. Keep the next order in view.
Put the order rules in the brief.
Before launching a CPS or purchase-led campaign, agree how new customers are identified, which orders qualify, and how cancellations and returns are handled. A sale in an early dashboard may not yet be an accepted sale for settlement.
Plan around shopping behavior.
- Offer readiness: confirm destination pages, product availability and promotion conditions.
- Market relevance: adapt the proposition and creative to local language and shopping expectations.
- Timing: allow a testing period before a major sale, with budget and operational owners agreed.
- Customer quality: review accepted orders and repeat behavior where those signals are available.
How this informs Geostar’s work.
We connect affiliate and managed advertising plans to the offer, accepted conversion and available customer feedback. The aim is a clearer basis for media decisions across everyday campaigns and promotional peaks.