Problem
New-to-Brand (NTB) metrics in Amazon Ads help advertisers track how effectively their campaigns acquire new customers on Amazon. These metrics determine:
How many ad-attributed purchases come from first-time buyers of your brand?
The proportion of NTB purchases vs. repeat purchases.
Amazon defines a new-to-brand customer as someone who has not purchased from your brand in the past 12 months.
However, Amazon provides NTB metrics only for Sponsored Brands and Display campaigns through standard reporting. Since most advertisers allocate the majority of their budget to Sponsored Products campaigns, it becomes difficult to assess the NTB customer acquisition efficiency of these campaigns.
Solution
The NTB report in Amazon Marketing Cloud provides NTB sales and NTB sales percentage by campaign type and individual campaigns.
Example Insights
In the example above, you can see that the first and last campaigns have an NTB sales percentage of 85.71% and 66.67%, respectively, while the other three campaigns have almost 100% NTB sales.
This indicates that those three campaigns are much more effective at acquiring new-to-brand customers compared to the other two campaigns.
How to Use These Insights
Advertisers typically optimize campaigns based on efficiency metrics like ACOS or ROAS. However, NTB metrics provide another perspective for evaluating campaign effectiveness.
If a campaign has a high ACOS but is driving a significant number of NTB customers, you may not want to scale it down aggressively.
Conversely, if a campaign has a high ACOS and a low NTB customer share, you may want to reduce its budget, as it is not contributing effectively to new customer acquisition.