🚀 Introducing New-to-brand metrics

What is it?

The New to brand metrics help to measure customer acquisition. These metrics complement attributed sales by highlighting how many of the sales and units attributed to a campaign come from shoppers who are new to the brand at the time of the attribution.

The following metrics are available:

New to brand Attributed Sales: The total number of attributed sales that were new to brand

New to brand % of Attributed Sales: The percentage of attributed sales that were new to brand

New to brand Attributed Units: The number of attributed units that were considered new to brand

New to brand % of Attributed Units: The percentage of attributed units that were considered new to brand

How are the metrics calculated?

All attributed sales are labeled new to brand or not by looking at the shopper buying history. Shopper are classified as a new to brand customers at the time of the sale, if they have not purchased any products from the advertised brand from the retailer in the past 180 days. This determination is made using user IDs provided by the retailer.

Why 180 days? The 180-day lookback window strikes a balance between capturing valuable insights into shopper behavior and ensuring data accuracy and reliability for precise metric calculations.

How to use the new to brand metrics?

The New-to-Brand metrics can be computed by any available dimension in the Activity Report, offering users the flexibility to analyze customer acquisition across various aspects of their campaigns. For instance, by breaking down these metrics by keyword or category, users can identify which elements are driving the most new-to-brand sales. This insight allows for strategic adjustments, such as:

Increasing bids on high-performing keywords or categories in sponsored product campaigns to maximize reach and customer acquisition.

Refining targeting to focus on the categories or keywords that demonstrate the highest potential for attracting new customers.

Leveraging these insights enables advertisers to optimize their campaigns to meet objectives like expanding their customer base and improving the overall impact of their marketing efforts.

Where to find the metrics?

The New to brand metrics are available for selection within the following demand-side flexible activity reports:

Onsite Sponsored Product Activity Report

Onsite Display Activity Report

In this report, the metrics can be computed by any available dimensions in the reports.

Additionally, they are available within the DSP Reporting API as 4 new endpoints:

newToBrandAttributedSale

newToBrandAttributedSaleRate

newToBrandAttributedUnits

newToBrandAttributedUnitsRate

Frequently asked questions

How are organic sales factored into this metric?

The new to brand metrics report on attributed sales. However, all organic sales are considered during the lookback process (to define if an attributed sale should be labeled new to brand or not).

Why is the lookback window 180 days?

The 180-day lookback window is chosen to ensure the accuracy and relevancy of the data used to determine if a shopper is new to the brand.

We rely on user identifiers passed by the retailer to track shopper activity. However, these identifiers can sometimes be revocable or subject to changes such as when a user clears cookies, changes devices, or opts out of tracking. Extending the lookback period beyond 180 days increases the risk of misinterpreting transactions due to incomplete or inaccurate historical data.

By focusing on a 180-day window, we strike a balance between capturing meaningful insights into shopper behavior and maintaining reliable data integrity for accurate metrics. This timeframe reflects recent purchasing trends while minimizing the risk of data inconsistencies.

Will you be able to access data retroactively?

Sales started to be labeled as new to brand or not on December 12th, 2024, by looking 180 days in the past (in June 2024 in this case).

From that date forward, for each attributed transaction, we evaluate whether the purchasing shopper is new to brand (i.e., has not purchased from the brand in the past 180 days). Based on this assessment, we will determine whether the transaction qualifies as new-to-brand and include it in the calculations for the metrics.

It’s important to note that these new metrics are not calculated for any attributed transactions that occurred prior to this date.

Are New to Brand metrics available in the SSP report?

No, new-to-brand metrics are only available in the Demand-side activity reports.

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What's New January 2025