Amazon announced the introduction of their new-to-brand metrics to help marketers manage their campaigns last month.
What Are Amazon New-To-Brand Metrics?
According to Amazon, their new-to-brand metrics enable display, video and “sponsored brands” advertisers to measure and optimize their marketing initiatives.
New-to-brand metrics allow marketers to plan strategies and help grow consumer bases. Marketers will receive campaign performance metrics like total new-to-brand purchases and sales, new-to-brand purchase rate and cost per new-to-brand customer from new-to-brand metrics.
These metrics help determine if an ad-attributed purchase was made by an existing consumer or a new consumer, one who hasn’t purchased anything from a brand within the past 12 months.
The Amazon new-to-brand metrics, Marketing Dive notes, are only available on specific Amazon ad products, like sponsored brands ads that populate on the top and bottom of search results plus display and video ads purchased programmatically through Amazon.
Why Did Amazon Release New-To-Brand Metrics?
Amazon released their new-to-brand metrics to provide marketers with more of the necessary tools for estimating the cost of acquiring new consumers on Amazon. Now, marketers on Amazon can identify the best methods for achieving their campaign objectives and retaining customers.
Amazon is the third most popular digital ad platform behind Facebook and Google. The addition of new-to-brand metrics may be a move to broaden the platform’s appeal for performance-based, metric-driven marketers. Many believe Amazon’s new-to-brand metrics may draw in bigger advertising budgets.