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.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.