Dentro de las métricas Full Funnel de la her rami ent a de Brand Analytics, ¿Qué mide específicamente la etapa de Purchase & Loyalty?

The Purchase & Loyalty stage in Brand Analytics specifically measures how many brand purchasers are new customers versus repeat customers. This is because its strategic purpose is to analyze the brand's ability to retain customers and build long-term loyalty. Unlike earlier funnel stages focusing on discovery or intent, this metric helps advertisers understand customer lifetime value (LTV) and differentiate between successful new customer acquisition and effective repurchase strategies. This provides actionable data to optimize loyalty campaigns and maximize profitability. The other options describe metrics related to awareness/discovery ("Cuántas personas buscan la marca o visitan la tienda oficial"), consideration/intent ("Cuántas personas visitan los productos o tienen intención de compra agregándolos al carrito"), or traffic sources ("Cuántas personas ingresan a la plataforma a través de la Red Extendida de la plataforma"), which belong to different stages of the full funnel.