Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Sponsored Brands new-to-brand metrics

What are the new-to-brand metrics?

Sponsored Brands new-to-brand metrics enable you to measure orders and sales of your products generated from first-time customers of your brand on Amazon. With new-to-brand metrics, you can better measure and optimize in-flight campaigns, as well as plan future marketing strategies, to drive customer acquisition and brand loyalty.

We determine if an order is new to your brand by reviewing the last 12 months of a customer's purchase history. If the customer has not purchased from your brand within the 12 month look back window, the order is considered new-to-brand. Listed in the table below are the 7 new-to-brand metrics available on Sponsored Brand campaigns and keywords.

Note: New-to-brand data isn't available for Sponsored Products. Data is available for Sponsored Brand from November 1st, 2018. If you select a start date earlier than November 1st, your new-to-brand metrics will be calculated using November 1st as the start date.
Metric Description Where can I find this metric?
New-to-brand orders The number of first-time orders for products within the brand over a one-year lookback window. You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
New-to-brand sales The total sales (in local currency) of new-to-brand orders. You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
% of orders new-to-brand The percentage of total orders that are new-to-brand orders. You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
% of sales new-to-brand The total sales (in local currency) of new-to-brand purchases. You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
New-to-brand units The number of units from first-time orders for products within the brand over a one-year lookback window. You can view this metric in the Sponsored Brands downloadable reports.
% of units new-to-brand The percentage of total units that are units from new-to-brand orders. You can view this metric in the Sponsored Brands downloadable reports.
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) You can view this metric in the Sponsored Brands downloadable reports.

How should I use the new-to-brand metrics?

New-to-brand metrics enable you to optimize your Sponsored Brands campaign to drive new customer acquisition for your brands. A new customer order is a key step in establishing a long term brand relationship with a customer.

While there are many ways to use these metrics, you can start learning how to optimize for customer acquisition by identifying or creating a Sponsored Brand campaign you would like to focus on customer acquisition. When the campaign has at least 14 days of data, review the campaign's new-to-brand keyword metrics and filter your keywords by acceptable RoAS or ACoS values. For this set of keywords, identify those with the highest % of orders new-to-brand. These keywords are targeting candidates for driving new-to-brand orders. You should also review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes. Make sure to monitor the campaign's new-to-brand performance over time using the performance dashboard and make changes where appropriate.

Sign in to use the tool and get personalised help (desktop browser required). Sign in


Was this article helpful?
Thank you for your feedback
How can we improve this help page? Note: This form doesn’t create a support case. Please specify what you think is wrong with the content itself.
1000
What was helpful?
1000
Thank you again for your help!
Thank you for your feedback. If you have more questions, please Contact Us.

Reach Hundreds of Millions of Customers

Start Selling on Amazon


© 1999-2020, Amazon.com, Inc. or its affiliates