The first time purchasers feature allows marketers to see the effectiveness of their ads on customers who made their first ever purchase.
This will allow marketers to see how well their ads perform on new customers and remove the noise of repeat customers.
To turn the feature on simply check the box to the top left corner of the model.
On a more technical level, when a visitor is identified in Attribution all of their purchases will be tracked. The first-time purchasers feature removes any attribution for repeat purchasers.
The first purchase event will be determined by and attribution.track('revenue') if you installed manually or the typical 'order paid', 'deal won' or 'charge succeeded' events you may receive from your integrations like Shopify, Pipedrive, or Stripe.
If you have any questions on this please feel free to reach out to firstname.lastname@example.org