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What are New-to-brand metrics?
According to Amazon, new-to-brand (NTB) metrics indicate whether an ad-attributed purchase was made by an existing customer or by someone buying a brand’s product on Amazon for the first time within the past year. These metrics help advertisers estimate the cost of acquiring new customers on Amazon and identify the most efficient channels and tactics for achieving their campaign goals.
A new-to-brand customer is defined as a shopper who has not purchased from the brand within a one-year lookback 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.
New-to-brand Units Ordered = The number of units purchased by customers who are buying from your brand for the first time
% of Units Ordered New-to-brand = The percentage of total units purchased that come from new-to-brand customers
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.
Customize columns to add New-to-brand metrics to your table.
1️⃣ Click on the Sponsored Brands tab in the left-hand menu.
2️⃣ At the top right corner of your table, click the 3 bars icon to customize your columns and 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
3️⃣ If you wish to check the New-to-Brand metric for any specific goal, click on the goal and you can customize the columns exactly as in the goals overview page.
