Amazon Releases New-To-Brand Metrics, Signaling Change In Search

Metrics give advertisers a view into the types of advertising formats and channels that work best for their products and services. Platforms ranging from Pinterest to Google, Microsoft and Facebook have recently sped up the introduction of new measurement and targeting tools.

Now Amazon has released a set of metrics it calls “new-to-brand” for its search-triggered ads -- Sponsored Brand Ads -- that appear at the top and bottom of search results, as well as video and display ads. The feature was announced January 18.

The metrics help to identify the cost advertisers are required to pay in order to acquire a new customer on Amazon and identify the most efficient channels and tactics to achieve the campaign goals. 

Reports include campaign performance metrics such as purchases and sales, purchase rate, and cost per customer.

The metrics are available for conversions across Amazon's marketplace and Amazon owned-and-operated properties.



The metrics also determine whether a purchase, attributed to an ad, was made by an existing customer or one buying a brand’s product on Amazon for the first time within the 12 months.

Mark Sullivan, director of demand generation at CallRail, a call tracking and analytics provider, said Amazon's new ad metrics for advertisers give brand marketers a taste of what their lead-gen marketing counterparts report on regularly, new customer attribution.

"Brand marketers are not exactly known for their ability to prove budgets are well spent," he said. "While this particular enhancement seems designed to get larger CPG brands selling and advertising on Amazon, a segment it has struggled to attract, it will whet the appetite of brand marketers who long for more accountable revenue attribution of their ad budgets.

Sullivan thinks the issue becomes "what the king of retail's new focus on advertising attribution for marketers means for Google's struggling retail ad business."

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