Amazon Advertising campaign "New-to-Brand" metrics have been expanded to 7 new metrics, which are...

The “New-to-brand” metric tells advertisers whether orders generated through advertising come from existing customers or customers who purchased the seller’s products for the first time in the past 12 months. This metric is designed to help sellers who advertise on Amazon analyze new customer data from their advertising campaigns. It is available for Amazon video ads, display ads, and Sponsored Brands ads.

According to the editor, Amazon launched four "New-to-Brand" indicators as early as January. On March 12, Amazon added three new indicators to the original report.

The four new indicators introduced in January are as follows:

It is important to note that these new indicators are limited:

• This data is only available for Sponsored Brand campaigns.

• The data only goes back to November 1, 2018;

• “New-to-brand” only counts whether the user has purchased your product in the past 12 months.

Even so, this data is still very useful when analyzing how many new customers your campaign attracted or how many repeat purchases. Sellers can segment their campaigns into different ad groups and further bid on product keywords.

Here are the seven new “New-to-brand” metrics Amazon introduced:

1) “New-to-brand” orders: the number of first-time orders for the brand’s products in the past year;

2) New-to-brand sales: sales of new customer orders (calculated in local currency);

3) % of orders new-to-brand: The percentage of new orders to total orders;

4) % of sales new-to-brand: The percentage of sales from new customer orders to total sales (calculated in local currency);

5) New-to-brand units: the sales volume of first-time orders of brand products from new customers in the past year;

6) % of units new-to-brand: the percentage of new-to-brand orders to total sales;

7) New-to-brand order rate: The percentage of new customer orders to the number of clicks on your ad campaign (new-to-brand order rate = new customer orders / clicks).

We know that the percentage of new customer product sales brought by the campaign will affect the seller's advertising investment. On the other hand, knowing the customer's lifetime value will make you more willing to invest more money in campaign marketing activities and marketing strategies to attract more new customers.

Through the "New-to-Brand" indicator, sellers can obtain campaign performance metrics, such as the number of orders from new customers generated by advertising, total sales, new customer purchase rate, and advertising cost per new customer. In this way, sellers can estimate the advertising cost of acquiring new customers on Amazon and choose the most effective marketing channels and strategies to improve campaign performance.