If an advertiser has a business goal of building brand awareness, which advertising metric will help them measure performance?

New-to-brand metrics help measure how many shoppers are purchasing from the brand for the first time within the measured lookback period. This is relevant for brand awareness because it shows whether advertising is reaching and converting customers who were not already buying from the brand. The metric helps evaluate customer acquisition rather than only repeat activity or product-page engagement. It is useful for understanding whether campaigns are expanding the brand’s shopper base.