# Amazon PPC New-to-Brand Metrics ROAS Blind Spot

Page: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/amazon-ppc-new-to-brand-metrics-roas-blind-spot
Text version: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/amazon-ppc-new-to-brand-metrics-roas-blind-spot.md
Podcast: [Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations](https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641)
Published: 2026-07-16T05:33:31+00:00
Episode link: https://audio.fexingo.com/business/performance-marketing/episode-0117.mp3
Audio file: https://audio.fexingo.com/business/performance-marketing/episode-0117.mp3
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JSON: https://stenobird.com/v1/public/podcasts/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/episodes/amazon-ppc-new-to-brand-metrics-roas-blind-spot
Duration seconds: 615

## Resource

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

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