New to Brand update: more realistic insights into your actual customer growth
Starting today, we are implementing an update to the New to Brand (NtB) metric for Sponsored Products and Branded Shelves (Display Onsite will follow later in Q3). This will give you a more realistic picture of the number of new customers and more insight into your returning customer behavior. We are improving this metric to better align with reality and international market standards (IAB).
What is changing?
New CSV report: You can now download your New to Brand results for both Sponsored Products and Branded Shelves via a comprehensive CSV bulk report. This report shows the number of NtB orders.
More realistic definition (4 years): We will now look back 4 years instead of 1 year to determine if a customer is truly new to your brand.
Retention insights: Existing customers will now be divided into 'frequency buckets' in the report, based on how recently their last order with your brand was (for example: 2 weeks ago, or six months ago).
Please note for Branded Shelves: The new 4-year calculation has already been implemented in the dashboard (UI) of Branded Shelves. You can now view this data in detail at the order level via the new CSV report.
Why this change?
By gaining insight into how recently your customers made previous purchases, you can manage your budget allocation much more effectively. You can now directly see which campaigns are efficient for retention (bringing back existing customers) and which campaigns truly drive acquisition (attracting new customers).
What does this mean for your results?
Because we now look back 4 years instead of 1 year, the definition of a 'new customer' is much stricter. As a result, the number of New to Brand conversions in your reports will be lower than you were previously used to. This, of course, does not mean that your campaigns are suddenly performing worse; the metric has simply become more accurate. Therefore, do not directly compare past NTB results with the results from today, but use this new data as a fresh start to analyze your brand growth.
If you have any questions about using these updated reports for your campaign strategy, please contact your regular bol contact person.