What type of metrics help advertisers understand ad-attributed purchases from first-time customers of their brand?

New-to-brand metrics measure ad-attributed purchases from customers buying a brand for the first time on Amazon over a defined lookback period. These metrics help advertisers understand whether campaigns are acquiring new customers rather than only driving repeat purchases. They can support planning decisions around customer acquisition, channel efficiency, and audience strategy. This makes them the relevant metric type when the focus is first-time brand purchase behavior.