New-to-Brand (NTB) Measurement: Complete Implementation and Decision Framework for Sponsored Brands / SBV

Introduction

"We can't tell how many new customers we actually acquired" — this is a fundamental challenge across most accounts.

New-to-Brand (NTB) represents orders and sales attributed to customers making their first brand purchase within a defined lookback period, available through Sponsored Brands (SB) / Sponsored Brands Video (SBV) (and partially through SD).

This article clarifies NTB definitions and limitations, then provides measurement, dashboard, and operational templates for reconciling NTB with TACoS/profit objectives.

Prerequisites: Standardize KPI definitions and attribution windows per:

• /en/blog/acos-roas-tacos-complete-guide
• /en/blog/attribution-window-analysis
• /en/blog/custom-dashboard-design Supporting: Format role comparison /en/blog/sponsored-products-vs-brands-vs-display

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Table of Contents

1. NTB Definition and Available Metrics
2. Attribution Window & View-Through Handling (Operational Rules)
3. Data Model and ETL: Integrating NTB into TACoS
4. Dashboard Design: Connecting to Decision-Making
5. SB/SBV Operational Templates (Video Scripts Included)
6. Validation Design: A/B, Holdout, Seasonality
7. Case Studies (2 Examples)
8. FAQ
9. Checklist and Next Actions

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NTB Definition and Available Metrics

Definition (Practical Expression)

• NTB Orders/Sales: Orders/sales attributed to customers making their first brand purchase within a defined lookback period (commonly 12 months).
• NTB Rate (%): NTB Orders ÷ Total Orders or NTB Sales ÷ Total Sales.
• NTB Units: Units counted as NTB.
• Repeat Metrics (Supplementary): Existing customer percentage, repeat interval, etc. (supplement via external BI).

Note: NTB generally unavailable in SP. Measurement centers on SB/SD, requiring TACoS for holistic optimization (don't judge SP efficiency alone).

Where It Appears (Conceptual)

• SB/SBV: Obtain NTB orders, sales, % at campaign/ad group/keyword level.
• SD: NTB available for some tactics (audience-based, etc.).
• Brand Store: Supplementary evaluation via sessions and CVR for Store-directed SB/SBV traffic.

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Attribution Window & View-Through Handling (Operational Rules)

NTB discussions often explode over attribution window and view-through attribution handling. Establish meeting-ending rules upfront.

1. Fix attribution windows: Document account standards for click and view per #41, display permanently on dashboard (#42).
2. View-through handling:
   • Independent display + TACoS integration: Show SB/SD view-through sales as independent KPI, then integrate into TACoS perspective.
   • Avoid double-counting: Define deduplication rules to avoid overlap with click attribution (SQL example below).
3. Accounting on cash basis: Internal P&L decisions based on order revenue (with returns adjustment if needed), not dragged by ad platform attribution.

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Data Model and ETL: Integrating NTB into TACoS

Recommended Tables (Conceptual)

• fact_ads_daily: Daily ad performance (SP/SB/SD unified)
• fact_ntb_daily: SB/SD NTB metrics (orders, sales, NTB%, click/view breakdown)
• dim_*: campaign/adgroup/keyword/asin/query
• mart_brand_kpi_daily: Final view with TACoS + NTB integration

Aggregation Logic (Example: BigQuery)

-- 1) Aggregate SB/SD NTB performance by day, campaign
create or replace table int_ntb_sb_sd as
select
  date,
  account_id, campaign_id, adgroup_id,
  sum(ntb_orders_click)   as ntb_orders_click,
  sum(ntb_sales_click)    as ntb_sales_click,
  sum(ntb_orders_view)    as ntb_orders_view,
  sum(ntb_sales_view)     as ntb_sales_view,
  sum(total_orders)       as orders,
  sum(total_sales)        as sales,
  sum(cost)               as cost
from stg_platform_sb_sd
group by 1,2,3,4;

-- 2) Minimize click/view overlap (fixed period, click priority)
create or replace view mart_ntb_dedup as
select
  *,
  greatest(0, ntb_orders_view - coalesce(overlap_orders,0)) as ntb_orders_view_dedup,
  greatest(0, ntb_sales_view  - coalesce(overlap_sales, 0)) as ntb_sales_view_dedup
from (
  select a.*,
         -- Simple: Assuming no per-user granularity, apportion view by click ratio
         least(ntb_orders_view, ntb_orders_click * 0.1) as overlap_orders,
         least(ntb_sales_view,  ntb_sales_click  * 0.1) as overlap_sales
  from int_ntb_sb_sd a
);

-- 3) Final view integrating NTB (click + view) into TACoS
create or replace view mart_brand_kpi_daily as
select
  date, account_id, campaign_id,
  sales + ntb_sales_view_dedup as total_sales_incl_view,
  cost,
  safe_divide(cost, nullif(sales + ntb_sales_view_dedup,0)) as tacos_incl_view,
  safe_divide(ntb_orders_click + ntb_orders_view_dedup, nullif(orders,0)) as ntb_rate_orders,
  safe_divide(ntb_sales_click  + ntb_sales_view_dedup, nullif(sales,0))  as ntb_rate_sales
from mart_ntb_dedup;

Key Points

• Pragmatic solution without user-level granularity: Click-priority apportionment of view contribution.
• Integrate into TACoS for executive decisions: Confirm at a glance whether NTB growth damages profitability.

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Dashboard Design: Connecting to Decision-Making

Page Structure (per #42)

1. Executive Summary: TACoS (incl. view) / Profit / Growth Rate / NTB% weekly trends
2. Operations Console: SB/SBV NTB% × ACoS × Placement, video completion rate
3. Campaign Detail: Keyword/video-level NTB% × ROAS, Store click-through/page depth
4. Action History: Video swaps, headline changes, budget reallocation records and impact

Visualization Patterns

• 2D scatter: X-axis ACoS, Y-axis NTB%, bubble size sales → instant increase/decrease/pause decisions
• Funnel: Impressions → Clicks → 3s view → 50% view → Completion → Store → CV
• Attribution breakdown: Click sales and view sales (post-dedup) as stacked colors

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SB/SBV Operational Templates (Video Scripts Included)

Role Clarification (/en/blog/sponsored-products-vs-brands-vs-display)

• SB (static): Top-placement entry point. Separate branded/generic, direct to Store.
• SBV (video): Mid-to-top differentiation. Benefit → proof → CTA in one flow.

Budget Allocation Baseline (NTB Maximization Mode)

Strategy	SP	SB	SBV	SD
New customer acquisition focus	45–55%	15–20%	15–25%	10–15%

Caution: Allocate to SB/SBV without compromising SP foundation (sales/efficiency). Check TACoS and profit monthly.

SB Headline Templates (Impact in One Line)

• Benefit-first: "Eliminate wasted ad spend daily | Arctavia"
• Authority/proof: "1,000+ brands | Avg -20% ACoS (internal data)"
• Branded reinforcement: "Arctavia Official | Optimize Amazon ads daily"

SBV 30-Second Script (NTB Version)

• 0–3s (Hook): Direct problem hit "Ad spend growing but sales aren't?"
• 4–12s (Solution): Show UI for bid review drafts, alerts, and Store redirection
• 13–22s (Proof): Performance metrics/reviews, Before→After
• 23–30s (CTA): "Learn more now" (to Brand Store curated section)

Creative assets per #35 and #36 requirements. Thumbnail should convey meaning in 1 second.

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Validation Design: A/B, Holdout, Seasonality

1. A/B (ongoing): Headlines, thumbnails, 15 vs 30s videos. KPIs: NTB% / ACoS / CVR / completion rate.
2. Regional holdout: Hold SB/SBV in some regions, estimate incremental vs. baseline sales.
3. Seasonality: Increase SBV 3–4 weeks pre-event, secure generic top placements first (#31).
4. Price/inventory sync: Align Store inventory/pricing with ad promises (#32).

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Case Studies (2 Examples)

Case 1: Healthcare Small Appliances (Avg £45)

• Actions: Generic keyword SBV videos ×2 variants, Store comparison table refresh.
• Results (8 weeks):
  • NTB rate +9.8pp, TACoS -1.4pp
  • 50% view reach +22%, Store click-through +18%
• Lesson: SBV entry expansion → Store reduces comparison friction. View-through integrated into TACoS.

Case 2: Food Gifts (Avg £22, High Seasonality)

• Actions: Pre-event SB (generic) budget increase, SBV dual-layer (branded + generic).
• Results (6 weeks):
  • NTB rate +7.1pp, CTR +16%, CVR +9%
  • A/B showed 30s > 15s. Review-heavy variant won.
• Lesson: Seasonality = "secure top placements early" drives NTB directly. Maintain SP efficiency via Exact harvest.

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FAQ

Q1. Should I always increase budget when NTB is high? A. No. Judge alongside TACoS/profit. If NTB% high but TACoS worsens, prioritize Store improvements or video swaps.

Q2. Can I trust view-through attribution? A. Independent display + conservative apportionment is pragmatic. Prioritize clicks, deduplicate views, evaluate via TACoS.

Q3. Is it disadvantageous that SP doesn't show NTB? A. No. Create new entry via SB/SD, monetize via SP. Monitor holistically via TACoS for full optimization.

Q4. Is SBV mandatory? A. Category-dependent, but highly effective for generic keyword differentiation and Store funnel strengthening. Test both 15s and 30s.

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Checklist and Next Actions

Pre-Launch Checklist

• Attribution windows fixed and documented (#41)
• View-through deduplication rules defined, integrated into TACoS
• SB/SBV branded/generic separated
• Video scripts and thumbnail A/B tests prepared
• Dashboard has NTB% × ACoS × Sales scatter plot (#42)

Immediate Action Items

1. Test 2 SBV variants (15s/30s) simultaneously. Concentrate on generic keywords.
2. Align Store curated section with video messaging, show comparison table on one screen.
3. Weekly NTB% × ACoS 2D scatter for increase/decrease/pause decisions.
4. Deduplicate view-through with click priority, integrate into TACoS for executive decisions.

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Related Resources

• /en/blog/sponsored-products-vs-brands-vs-display
• /en/blog/acos-roas-tacos-complete-guide
• /en/blog/attribution-window-analysis
• /en/blog/custom-dashboard-design
• /en/blog/event-period-bid-tracking
• /en/blog/price-stock-bid-sync
• /en/blog/brand-registry-advertising-benefits
• /en/blog/brand-registry-advertising-benefits

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Author: Arctavia Product Team

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