品牌新买家指标

“品牌新买家”指标是什么？

品牌推广发布了多个“品牌新买家”指标，帮助您监测那些首次在亚马逊网站上购买您的品牌商品的买家的订单数量和销售额。借助这些“品牌新买家”指标，您可以更好地衡量和优化正在投放的广告活动，并且规划未来的营销策略，从而提升买家获取率和品牌忠诚度。

我们通过查看买家在过去 12 个月的购买历史记录，来确定其是否是品牌新买家。如果买家在过去 12 个月内未购买过您的品牌，则订单将被视为“品牌新买家”订单。下表中列出的是 7 个适用于品牌推广活动和关键词的“品牌新买家”指标。

注意： 无法提供商品推广的“品牌新买家”数据。 我们从 2018 年 11 月 1 日起开始提供品牌推广的数据。 如果您选择的开始日期早于 11 月 1 日，则“品牌新买家”指标在计算时将使用 11 月 1 日作为开始日期。

我应该如何使用“品牌新买家”指标？

借助“品牌新买家”指标，您可以优化自己的品牌推广活动，从而为您的品牌获取更多新买家。新买家订单是与买家建立长期品牌关系的关键一步。

使用这些指标的方式多种多样，你可以首先从确定创建一个品牌推广活动着手，设置这一活动为专门用来获取新买家，从这一步开始了解如何优化买家获取率。当广告活动运营至少 14 天产生数据后，请查看广告活动的“品牌新买家”关键词指标并按您可以接受的 RoAS 或 ACoS 值筛选关键词。对于这组关键词，请找出“品牌新买家”订单数量百分比最高的关键词，可以选择投放这些关键词来来、增加“品牌新买家”订单数量。您还可以查看“品牌新买家”具体商品和销量指标，因为这些指标可以找到带来价格更高且数量更多的“品牌新买家”订单的关键词。请务必使用广告业绩仪表盘来监控广告活动的各个“品牌新买家”指标在不同时段的业绩，并在适当的情况下做出调整。

 亚马逊官网原文详情：

Sponsored Brands new-to-brand metrics

What are the new-to-brand metrics?

Sponsored Brands new-to-brand metrics enable you to measure orders and sales of your products generated from first-time customers of your brand on Amazon. With new-to-brand metrics, you can better measure and optimize in-flight campaigns, as well as plan future marketing strategies, to drive customer acquisition and brand loyalty.

We determine if an order is new to your brand by reviewing the last 12 months of a customer's purchase history. If the customer has not purchased from your brand within the 12 month look back window, the order is considered new-to-brand. Listed in the table below are the 7 new-to-brand metrics available on Sponsored Brand campaigns and keywords.

Note: New-to-brand data isn't available for Sponsored Products. Data is available for Sponsored Brands from November 1st, 2018. If you select a start date earlier than November 1st, your new-to-brand metrics will be calculated using November 1st as the start date.

Metric	Description	Where can I find this metric?
New-to-brand orders	The number of first-time orders for products within the brand over a one-year lookback window.	You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
New-to-brand sales	The total sales (in local currency) of new-to-brand orders.	You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
% of orders new-to-brand	The percentage of total orders that are new-to-brand orders.	You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
% of sales new-to-brand	The total sales (in local currency) of new-to-brand purchases.	You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.
New-to-brand units	The number of units from first-time orders for products within the brand over a one-year lookback window.	You can view this metric in the Sponsored Brands downloadable reports.
% of units new-to-brand	The percentage of total units that are units from new-to-brand orders.	You can view this metric in the Sponsored Brands downloadable reports.
New-to-brand order rate	The number of new-to-brand orders relative to the number of clicks. (New-to-brand order rate = New-to-brand orders / clicks)	You can view this metric in the Sponsored Brands downloadable reports.

How should I use the new-to-brand metrics?

New-to-brand metrics enable you to optimize your Sponsored Brands campaign to drive new customer acquisition for your brands. A new customer order is a key step in establishing a long term brand relationship with a customer.

While there are many ways to use these metrics, you can start learning how to optimize for customer acquisition by identifying or creating a Sponsored Brand campaign you would like to focus on customer acquisition. When the campaign has at least 14 days of data, review the campaign's new-to-brand keyword metrics and filter your keywords by acceptable ROAS or ACOS values. For this set of keywords, identify those with the highest % of orders new-to-brand. These keywords are targeting candidates for driving new-to-brand orders. You should also review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes. Make sure to monitor the campaign's new-to-brand performance over time using the performance dashboard and make changes where appropriate.

 文章来源：亚马逊官方网站