Question: What type of metrics help advertisers understand ad-attributed purchases from first-time customers of their brand?
- Viewability metrics
- Gross metrics
- New-to-brand metrics
Explanation
New-to-brand metrics measure ad-attributed purchases from customers buying a brand for the first time on Amazon over a defined lookback period. These metrics help advertisers understand whether campaigns are acquiring new customers rather than only driving repeat purchases. They can support planning decisions around customer acquisition, channel efficiency, and audience strategy. This makes them the relevant metric type when the focus is first-time brand purchase behavior.
Why the other options are incorrect
Viewability metrics measure whether ads had the opportunity to be seen, not whether purchases came from first-time brand customers.
Gross metrics describe total activity or volume and do not isolate first-time brand purchasers.
Source for verification
https://advertising.amazon.com/help/GG44RFW942U9F6F5
https://advertising.amazon.com/library/guides/basics-of-success-understanding-amazon-advertising
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