Amazon Advertising Adds 7 “New-to-Brand” Metrics for Search Campaigns

15 March, 2019

Wish you had an easy way to determine what percentage of your Amazon Advertising campaigns are driving brand new customers, as opposed to repeat customers? Well, now it’s easy to find out.

In January, Amazon launched four new-to-brand metrics that allow advertisers to measure orders and sales of products generated from “first-time” customers on Amazon. But even more recently, they’ve stealthily added three more similar metrics to complement that original report.

The new-to-brand metrics all provide insight into new customer acquisition and/or brand loyalty and can help brands and retailers shape their Amazon Advertising strategy. Here’s an example of what the new metrics look like:

It’s worth noting that there are a few limitations with these new metrics:

  1. The data is only available for Sponsored Brand campaigns.
  2. Data can only be backdated to 01 November 2018.
  3. “New-to-brand” purchases only count if a customer has not purchased from your brand in the last 12 months

Even so, this data is extremely useful when analysing the effectiveness of your campaigns for bringing in net-new customers or trying to increase repeat purchasing behaviour. It allows advertisers to segment campaigns into different subsets and further experiment with wording and bidding.

The new metrics include:

Metric Descriptions
New-to-brand orders The number of first-time orders for products within the brand over a one-year lookback window.
New-to-brand sales The total sales (in local currency) of new-to-brand orders.
% of orders new-to-brand The percentage of total orders that are new-to-brand orders.
% of sales new-to-brand The total sales (in local currency) of new-to-brand purchases.
New-to-brand units The number of units from first-time orders for products within the brand over a one-year lookback window.
% of units new-to-brand The percentage of total units that are units from new-to-brand orders.
New-to-brand order rate The number of new-to-brand orders relative to the number of clicks. (New-to-brand order rate = New-to-brand orders / clicks)

As you can imagine, knowing what percentage of sales for branded campaigns are actually coming from returning customers will influence your ad investment. On the flip side, if you know the lifetime value of a customer, you may be willing to invest a bit more into strategies and campaigns that are driving new-customer acquisition.

This is just one of the many new Amazon Advertising feature releases in the last few months and surely there are more to come. With this additional data and insight, advertising strategies need to adapt and evolve to keep up in this ever more competitive, pay-to-play environment that is Amazon.

If you are interested in learning more about some of the new features of Amazon Advertising (and strategies that go with them) check out a recent ChannelAdvisor webinar: Advanced Amazon Advertising for Brands and Retailers: Turn Shoppers Into Buyers.

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