A returning customer clicked the new campaign. Is that acquisition?

Keep first purchases and repeat purchases in separate columns. A campaign can successfully reactivate existing customers without adding a new buyer. Both can matter commercially, but adding them together makes an acquisition target easier to claim than to achieve.

Choose a stable customer identity and check purchase history before assigning first-buyer status. For TokPortal, the reference is a first live, strictly positive payment. A credit-consuming action by an existing customer is not another acquired customer.