Leverage new-to-brand metrics for business growth and customer reach

Updated November 22, 2021

For advertisers who sell on Amazon, the more access to metrics enables brands to understand and evaluate marketing strategies performance for both current and future marketing campaigns. The addition of *new-to-brand metrics* gives advertisers better visibility into more than 100 campaign reporting metrics. No longer will brands have concern over where their marketing dollars are going towards due to the vast number of performance metrics in which new-to-brand metrics provides.

With the launch of new-to-brand metrics last year, Amazon Ads’ display, video, and Sponsored Brands gives advertisers the ability to measure and optimize campaigns through new insights into their marketing strategies. While new-to-brand metrics looks at current campaign performance, the metrics help advertisers make decisions about future marketing strategies to help grow their customer base on Amazon.

Get started with new-to-brand metrics

New-to-brand metrics give visibility to advertisers to determine whether an ad-attributed purchase was made by an existing customer or a new buyer for the brand’s product on Amazon within a year. The new-to-brand metrics share campaign performance including total new-to-brand purchases and sales, new-to-brand purchase rate, and cost per new-to-brand customer. Advertisers will have the tools needed to estimate the cost of acquiring new customers on Amazon and identifying the most efficient channels and tactics to achieve their campaign goals.

John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” New-to-brand metrics help advertisers identify strategies that can drive customer acquisition and efficient business growth on Amazon. With this addition to Amazon Ads’ measurement suite, advertisers should look to Mr. Wanamaker's conundrum as a thing of the past.

To learn more about our measurement solutions, contact your Amazon Advertising account executive or get in touch with an advertising representative