New-to-brand metrics
New-to-brand metrics
New-to-brand metrics allow you to measure orders, sales, and detail page views of your products generated from first-time customers of your brand on Amazon.
New-to-brand metrics are available for Sponsored Brands and Sponsored Display. With new-to-brand metrics, you can better measure and optimize campaigns that are in flight. You can also plan future marketing strategies to drive customer acquisition and brand loyalty. New-to-brand data isn't available for Sponsored Products.
We review the last 12 months of a customer's purchase and browsing history to determine if an order or detail page view (DPV) is new to your brand. If the customer hasn’t purchased from your brand within the 12-month look back window, the order is considered new-to-brand. If the customer hasn’t viewed a detail page from your brand within the 12-month look back window, the DPV is considered new-to-brand. Listed in the table below are the new-to-brand metrics available on sponsored ads campaigns and keywords.
For Sponsored Brands campaigns, new-to-brand purchase data are available from November 1, 2018. If you select a start date earlier than November 1, 2018, your new-to-brand metrics will be calculated using November 1, 2018 as the start date.
For Sponsored Display, new-to-brand purchase data are available from May 1, 2021. New-to-brand data available before that date for Sponsored Display may be incomplete. New-to-brand metrics are available for seller product targeting campaigns created after March 18, 2021; vendor product targeting campaigns created after September 1, 2020; and seller and vendor audience targeting campaigns created after November 17, 2020.
New-to-brand DPV data is available from 09/15/2023.
| Metric | Description |
| New-to-brand orders | The number of first-time orders for products within the brand over a 1-year lookback window. |
| % of orders new-to-brand | The percentage of total orders that are new-to-brand orders. |
| New-to-brand sales | The total sales (in local currency) of new-to-brand orders. |
| % of sales new-to-brand | The percentage of sales (in local currency) of new-to-brand sales. |
| New-to-brand units | The number of units purchased from new-to-brand orders. |
| % of units new-to-brand | The percentage of total units that are new-to-brand units. |
| New-to-brand order rate (for Sponsored Brands only) | The number of new-to-brand orders divided by the number of clicks. |
| New-to-brand DPV | The number of first-time detail page views for products within the brand over a 1-year lookback window. |
| New-to-brand DPV views | The number of first-time detail page views for products within the brand over a 1-year lookback window, attributed to an ad view. |
| New-to-brand DPV clicks | The number of first-time detail page views for products within the brand over a 1-year lookback window, attributed to an ad click. |
| New-to-brand DPV rate | The new-to-brand detail page view rate for the brands’ products, relative to the number of ad impressions. It’s calculated as the number of new-to-brand DPVs divided by the number of impressions. |
| Effective cost per new-to-brand DPV | Effective (average) cost to acquire a new-to-brand detail page view for all products in your brand. It’s calculated as the cost divided by the total new-to-brand detail page views. |
| New-to-brand orders from clicks | The number of first-time orders for products within the brand over a 1-year lookback window, attributed to an ad click. |
| New-to-brand sales from clicks | The total sales (in local currency) of new-to-brand orders, attributed to an ad click. |
New-to-brand metrics can help you to optimize your Sponsored Brands and Sponsored Display campaigns to drive new customer consideration and acquisition for your brands. New customer consideration can be measured with new-to-brand DPVs, while new customer orders are a key step in establishing a long-term brand relationship with a customer.
Below are some recommendations to start learning how to optimize for customer acquisition by identifying or creating a Sponsored Brands or Sponsored Display campaign focused on this goal:
- 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 the resulting set of keywords, identify those with the highest % of orders or DPVs new-to-brand. These keywords are targeting candidates for driving new-to-brand orders and DPVs.
- 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.
