Episode
Amazon PPC New-to-Brand Metrics ROAS Blind Spot
- Published
- Jul 16, 2026
- Duration seconds
- 615
- Processing state
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Summary
Episode 117 of Performance Marketing with Fexingo digs into a blind spot that quietly erodes ROAS on Amazon: new-to-brand metrics. Lucas and Luna explain how most sellers optimize purely for ACOS and total attributed sales, ignoring the distinction between repeat purchasers and net-new customers. They walk through Amazon's new-to-brand reporting in the advertising console — available for Sponsored Brands and Sponsored Display — and why a campaign that looks unprofitable on blended ACOS can actually be a smart investment if it's driving first-time buyers. Lucas cites a real example: a home goods brand whose Sponsored Brands video campaign had a 42 percent ACOS but a 68 percent new-to-brand rate, meaning over two-thirds of sales came from shoppers new to the brand. They also cover how to set up new-to-brand tracking, what benchmarks to look for, and why the standard ROAS calculation is misleading for top-of-funnel campaigns. Fresh angle after 116 episodes of Amazon PPC deep dives. #AmazonPPC #NewToBrand #ROAS #ACOS #SponsoredBrands #SponsoredDisplay #PerformanceMarketing #Ecommerce #AmazonAdvertising #CustomerAcquisition #MarketingMetrics #AmazonSellers #PPCOptimization #FexingoBusiness #BusinessPodcast #Marketing #DigitalMarketing #Advertising Keep every episode free: buymeacoffee.com/fexingo