What is new-to-brand? New-to-brand review

Target customers

New-to-brand metrics are available for Amazon video ads, display ads, and Sponsored Brands ads (formerly known as Headline Search ads)

effect

The “new-to-brand” metric will tell advertisers whether orders generated through their ads came from existing customers or customers who purchased the seller’s products for the first time in the past 12 months.

In addition, advertisers will also obtain other advertising campaign performance data, including new customer purchases and sales generated by advertising, new customer purchase rate generated by advertising, advertising expenditure cost per new customer, etc. (as shown in the figure below).

Note: Metrics apply only to conversions that occurred on Amazon.

Purpose

New-to-brand provides advertising sellers with the ability to measure and optimize advertising campaigns and plan future marketing strategies, helping sellers better achieve the goal of expanding Amazon's customer base.