Understand New-to-Brand Performance Across Amazon Campaigns

Do you know how much of your ad spend goes toward acquiring new customers across Amazon campaigns like SP, SB, SD & DSP?

Before diving into the NTB (New-to-Brand) numbers, it’s crucial to first evaluate the cost of acquiring a new customer (CAC) and the total value they bring over time (Lifetime Value). In our next AMC series, we’ll explore this deeper. But for now, let’s focus on New-to-Brand!

Hector provide with Amazon Marketing Cloud (AMC), you can unlock insights into key NTB metrics, including:

• Total New-to-Brand Customers Acquired

• Total Revenue from New-to-Brand Customers

• Total Orders from New-to-Brand Customers

Unlike SP campaigns in Sponsored Ads, AMC provides NTB metrics across SP, SB, SD & DSP campaign types. These insights help calculate the share of NTB customers, orders, and revenue, as well as essential KPIs like NTB CAC, ROAS, and ACOS%.

If your campaign ROAS is strong but NTB share is below 60%, it’s time to reassess your strategy.

Here are some key NTB optimization opportunities:

• Evaluate Brand, Competitor & Generic Keyword Campaigns

• Identify the regions in DSP campaigns delivering the best NTB results

• Assess which campaign types (SP, SB, SD) yield higher NTB values

• See if your vCPM campaigns are driving optimal NTB customers

NTB is often an overlooked metric when brands discuss campaign optimization, but it’s crucial to evaluate both NTB and existing customer performance.

Now that you have the NTB numbers, it’s time to also look at how your repeat customers are performing!