The new-to-brand (NTB) customers query looks at the impact of campaigns in terms of reaching NTB customers.
Customers are considered to be new-to-brand (NTB) if they purchase from your brand for the first time during the previous 365 day period on Amazon.
Interpretation and Use Cases
Determine of all the customers who were exposed to ads and purchased, how many and what percentage of them are NTB customers
Determine how effective your campaigns are with reaching NTB customers
Determine which campaign attracted the highest percentage of NTB customers
Requirements
To use this query, your ASINs must be tracked to campaigns. Campaigns used in this query should have the goal of reaching both new and existing customers. Campaigns should target both new and existing customers, instead of one customer type exclusively, for example only existing customers or only customers who never purchased.
FAQ: Is AMC data consistent with other data sources (e.g., Amazon Ads API)?
Typically, the results from the two data sources should be fairly close. However, here are some known reasons for potential differences:
Timing differences: If the data is pulled from each source at different times.
Time zone consistency: The default time zone for AMC is UTC, whereas Kapoq’s advertising module uses the marketplace's local time zone.
Logic within each query: For example, many AMC queries filter out data associated with null user IDs. This could result in a small amount of data being excluded.