Question: Which metrics help advertisers measure how effectively their ads increase brand recognition among new audiences?
- Repeat purchase rate
- Return on ad spend (ROAS)
- Brand Lift
Explanation
Amazon Brand Lift measures how advertising influences brand perception among exposed audiences. It is suited for awareness goals because it evaluates changes in recognition, recall, favorability, and intent. These insights help advertisers understand whether campaigns are making the brand more memorable to new audiences. The metric focuses on brand impact rather than sales efficiency or repeat purchase behavior.
Why the other options are incorrect
Repeat purchase rate measures loyalty and retention, not brand recognition among new audiences.
Return on ad spend (ROAS) measures sales efficiency, not awareness or brand perception lift.
Source for verification
https://advertising.amazon.com/help/GXTLXTAG9SB5Z38P
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