What are New-to-brand metrics?

According to Amazon, New-to-brand metrics determine whether an ad-attributed purchase was made by an existing customer or one buying a brand’s product on Amazon for the first time over the prior year. These metrics give advertisers the tools to estimate the cost of engaging new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals.

A new-to-brand customer is a customer who has not made a purchase of the brand in a 1 year look back window.

New-to-brand metrics include:

  • New-to-brand Sales = The total sales of new-to-brand orders.
  • % of Sales New-to-brand = The percentage of total sales that are new-to-brand sales.
  • New-to-brand Orders = The number of first-time orders for products within the brand.
  • % of Orders New-to-brand = The percentage of total orders that are new-to-brand orders.

How do I view New-to-brand metrics for my Sponsored Brands goals?


You can easily view New-to-brand metrics through the Sponsored Brands Overview page and in each Sponsored Brand goal deep-dive.
Note: Please be advised that it is not yet available on Sponsored Brands video.


Here are 2 ways to view these metrics:


See New-to-brand metrics on your graphs


1. Click on the Sponsored Brands tab in the left-hand menu.

2. Stay on the Sponsored Brands overview page or click into a specific Sponsored Brands goal for a goal deep-dive.

3. Navigate to the "Add Metric" box at the top right corner, just above the graph. Click the box, and when you scroll down, you will now see New-to-brand metrics appear under the "Hidden" metrics section.

5. Click on the New-to-brand metrics you'd like to view and this will add the metrics under the "Showing" metrics section. Then hit "Confirm".

6. Now you should be able to see these metrics on your graph!


Customize columns to add New-to-brand metrics to your table.

1. Click on the Sponsored Brands tab in the left-hand menu.

2. Stay on the Sponsored Brands overview page or click into a specific Sponsored Brands goal for a goal deep-dive.

3. At the top right corner of your table, click the 3 bars icon to customize your columns.

4. Select the New-to-brand metrics you wish to view in the drop-down menu. These metrics will appear immediately in your table when selected.

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