Amazon now empowers its advertisers with a new analytics measurement technique: New To Brand.
“New-to-brand” metrics determine whether an ad-attributed purchase was made by an existing customer or one buying a brand’s product on Amazon for the first time over the prior year.
Read Amazon’s official release article here.
Along with the already existing set of measurement tools, the inclusion of ‘new to brand metrics’ is proving to be a boon to the marketplace with its features like:
- Identifying the new customer acquisition cost and most efficient channel to achieve the campaign goals.
- Availability of more than 100 campaign reporting metrics, with each campaign providing ample visibility for purchase and sales, purchase rate, new-to-brand purchases and sales, new-to-brand purchase rate, and cost per new-to-brand customer.
- Instant provision of a clearer view as to which formats and channels work best to achieve their acquisition and customer loyalty goals.
- The ability to measure and optimize campaigns, as well as plan future marketing strategies, to help grow their customer base on Amazon.
The “new-to-brand” metrics are available for video, display and Sponsored Brands ad campaigns.
With this new offering, Amazon leaves the marketplace for advertisers and optimizers to explore more opportunities in scaling up their revenues.
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