Amazon adds customer acquisition metrics for display, video, Sponsored Brands campaigns

Amazon has introduced new metrics that capture insights on new customers that converted from ad campaigns.

The “new-to-brand” metrics are available for video, display and Sponsored Brands ad campaigns (the ads that showcase several products formerly called headline search ads).

Why you should care

The segment includes ad-converting customers that purchased a brand’s products on Amazon for the first time in the past 12 months. The set of metrics includes new-to-brand purchases, new-to-brand purchase rate and cost per new customer.

Being able to segment and analyze how well — and efficiently — these branding-oriented campaign types convert new customers will give advertisers a clearer view into which formats and channels work best to achieve their acquisition and customer loyalty goals.

More about the news

• The metrics are only available for conversions that occur on Amazon.
• The ability to see new customer acquisition metrics isn’t all that momentous on its own, but this addition is part of a series of updates Amazon has been making to its advertising platform.
• Video and display campaigns run across Amazon.com, Amazon owned and operated properties such as IMDB, Amazon devices and third-party sites that are part of Amazon’s ad network.