Earlier this year, Amazon introduced a handful of new metrics to help sellers and marketers understand the number of new customers their campaigns are converting. These new-to-brand metrics are available for Sponsored Brand campaigns, as well as display and video campaigns for sellers within the Amazon DSP.
What Is Amazon New-to-Brand Metrics?
Within the Amazon ecosystem it’s possible to report on the number of orders, and the related sales value, driven by advertising campaigns. This is key to understanding how advertising efforts are performing and which areas are working better than others. Amazon’s new metrics take that understanding one step further.
The new-to-brand metrics determine whether an ad-attributed purchase was made by an existing customer or one buying from your brand for the first time in the past 12 months. This difference in the type of user gives marketers more insight to what results their campaigns are driving.
Effectively, these metrics are a direct way to measure how your Amazon ads are helping to grow your business. While repeat sales from loyal regulars are good to see, interest and revenue from brand new customers demonstrates positive growth.
If your business has specific acquisition or customer retention goals (or both!), these metrics are great for measuring performance.
Where to Find New-to-Brand Metrics
For Sponsored Brand campaigns the four new metrics are available as additional columns in the Amazon interface. You can add them at an overall account level, or at the more granular targeting level within a particular campaign. This allows you to see exactly which campaigns, and which targeting within those campaigns, are responsible for driving new customers.
For your Display and Video campaigns in the Amazon DSP there are even more metrics to view. Alongside the number of new-to-brand orders and revenue, you can view new-to-brand purchase rate, return on ad spend, and quantity of units sold.
Upper Funnel Amazon
These new metrics show a leap up the funnel from Amazon. Rather than being content as a “lower funnel” marketing platform, lying in wait for known users to make predictable searches, they’re aiming for the top.
The “upper funnel” approach is often dominated by awareness focused display campaigns, or broadly targeted social media campaigns, a step away from any final purchase, but Amazon want a piece of that pie.
By revealing how many purchases are from new-to-brand customers, Amazon are trying to demonstrate that their advertising products are a solution for brand growth.
At the same time, they’re positioning themselves as the go-to platform for “lower funnel” performance driven campaigns with updates like their new custom remarketing audiences in the DSP.
This two-pronged approach, and the vast number of other platform updates Amazon has delivered over the past year, is starting to turn heads. All marketers should be seriously considering Amazon’s advertising offering for their upcoming advertising plans, especially those selling via the ecommerce giant.
If you’re interested in making your Amazon campaigns work harder or are aiming to drive new-to-brand purchases, get in touch with the team to see how we can help.
