Question: If an advertiser has a business goal of building brand awareness, which advertising metric will help them measure performance?
- Detail page views
- New-to-brand
- Conversion rate
Explanation
New-to-brand metrics help measure how many shoppers are purchasing from the brand for the first time within the measured lookback period. This is relevant for brand awareness because it shows whether advertising is reaching and converting customers who were not already buying from the brand. The metric helps evaluate customer acquisition rather than only repeat activity or product-page engagement. It is useful for understanding whether campaigns are expanding the brand’s shopper base.
Why the other options are incorrect
Detail page views measures product-page traffic, but it does not identify whether shoppers are new to the brand.
Conversion rate measures purchase efficiency, but it does not specifically measure new customer acquisition.
Source for verification
https://advertising.amazon.com/library/guides/measure-improve-campaigns
https://advertising.amazon.com/solutions/products/sponsored-brands
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