Amazon launched new-to-brand metrics to give advertisers more visibility into how their ad campaigns are driving customer loyalty. Now, sellers on Seller Central, vendors through Amazon Marketing Services and DSP users running sponsored brand ads can see their New-to-Brand (NTB) percentages in their campaign dashboards.
The new metrics measure ad-attributed sales by whether they were made by repeat customers or by customers who bought a brand’s product for the first time over the past year. This metric can help brands determine their true Cost Per Acquisition and optimize for higher margins.
Sales metrics
Amazon offers several types of sales metrics that provide sellers with valuable insights into how their brand is performing. Each metric reflects a different aspect of the selling process, so it’s important to understand which ones you should be tracking and why.
One of the most popular metrics available on Amazon is Unit Session Percentage (ASP), which tells you how effective your campaigns are at converting customers. It is also a good indicator of how well your product pages are performing, and can help you improve them to increase conversions.
Another metric is New-to-Brand metrics, which distinguishes between repeat and new customers who have purchased ad-attributed items. The metric is available for brand registered sellers on Seller Central, vendors through Amazon Marketing Services, and DSP users who run Sponsored Brand ads.
These new-to-brand metrics can help you gauge the effectiveness of your advertising campaigns and how they are helping to attract new customers or retain existing ones. This will help you tailor your future campaigns to those who are likely to respond best to your brand and increase your sales.
Return on investment
Amazon advertising is a key tool for growing awareness of your brand and bringing in new shoppers searching for products like yours. However, without a clear way to measure success, it can be difficult to tell whether your campaigns are working and whether your advertising dollars are being spent effectively.
Amazon has rolled out a set of new-to-brand metrics that can help sellers and brands identify strategies that can drive customer acquisition and efficient business growth on the platform. These metrics enable sellers and brands to better understand new-to-brand sales, conversions and loyalty.
Sponsored Brands new-to-brand metrics can help you target potential customers by identifying the keywords that generate orders from first-time Amazon buyers who have not purchased your brand before. It also allows you to track the results of your campaigns and plan future marketing strategies that can drive profitable growth for your brand.
Ideally, you should try to target the highest possible return on your advertising spend (RoAS) because this will allow you to make more profit than you spend. However, this is not always possible for every business.
Customer retention
The goal of customer retention is to maintain a healthy number of customers and keep them coming back for more. This is a key step in building a loyal brand base that will weather volatile markets and help your business grow over time.
Amazon has been quietly rolling out a set of metrics in November 2018 that enable sellers and brands to better understand their customer base. These new-to-brand metrics give you visibility into your customer acquisition and loyalty strategies, helping you drive efficient growth on the platform.
New-to-brand metrics are based on the last 12 months of a customer’s purchase history and include orders that have been generated through Sponsored Brand Ads and Amazon Demand Side Platform (DSP). This information will enable you to track your campaign performance to improve efficiency and target new customers more effectively.
Customer satisfaction
Customer satisfaction (CSAT) is a measure of how well your products and services meet or exceed customer expectations. It is a critical metric for any company, as it helps to identify opportunities for improving your service and building customer loyalty.
The CSAT is measured using surveys, which collect feedback from customers on a range of topics. It is then analyzed to provide actionable insights.
A good CSAT score can help a business to build brand loyalty, increase sales, and improve customer retention. However, it is essential to understand what drives satisfaction levels to improve them.
To find out what drivers impact satisfaction, companies often use rolling surveys that gather feedback periodically. This allows them to assess the consistency of experience across territories, markets, and seasons. It also gives them the chance to identify and address any trends in their satisfaction that may be causing issues.