A conversion from a customer who had not bought from the brand in a defined lookback period, usually twelve months. New-to-brand metrics, native to Amazon Ads and increasingly offered by other retail media networks, separate acquisition from harvesting existing customers.
Related terms
Cite this entry:
Agency Echelon. "New-to-Brand." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/new-to-brand/