Redefining Success with Amazon Marketing Cloud (AMC): Measuring What Matters

To drive meaningful growth, brands need to go beyond surface-level metrics like ROAS and traditional measurement. With Amazon Marketing Cloud (AMC), you gain a deeper understanding of your advertising’s true impact—unlocking insights into acquisition, loyalty, and incrementality that fuel sustainable growth.  

From "What Happened" to "Why It Happened" 

AMC doesn’t just track what happened in your campaigns—it helps you uncover why it happened and, more importantly, how to repeat it. Instead of asking, “Did my ad drive sales?” you can ask: 

• Who are my net-new customers? 

• How valuable are they over the long term? 

These are the insights that lead to smarter strategies and sustainable growth. AMC brings together data from every ad format into one centralized platform. By analyzing shopper behavior at the individual level, AMC connects advertising efforts to real measurement effectiveness.  

Going Beyond Metrics: The Power of NTB, CNTB, and LTV

Let’s break this down with an example: 

Imagine you’re a CPG brand selling protein bars. Your ads are performing well, but you want to ensure you’re driving incremental growth, not just repeat purchases from existing customers. 

This is where the New-to-Brand (NTB) metric comes into play. If 65% of your ad-driven sales are NTB, you know you’re successfully expanding your customer base. 

But NTB is just the start. Next, there’s Cost-per-New-to-Brand (CNTB). For instance, if it costs $15 to acquire a new customer but your protein bar retails for $5.99, it might initially seem unsustainable. 

That’s where Long-Term Value (LTV) comes in. LTV tells you how much those customers are worth over time. Say that $10 acquisition cost brings in a customer who spends $100 on protein bars and protein powders over six months—suddenly, that investment is a no-brainer. 

By calculating your LTV:CNTB ratio, you can determine whether acquiring new customers is truly profitable. If your ratio is above 1, you’re generating more revenue over time than you’re spending on acquisition—a clear sign that your strategy is working.  

Mapping the Path to Purchase 

AMC also allows you to map the path to purchase, showing where potential customers are dropping off in their journey. Maybe they’re clicking your ads, browsing your products, even adding items to their cart—but not completing their purchase. 

With these insights, you can step in and make a difference: 

• Retarget shoppers who abandoned their carts. 

• Encourage repeat purchases with personalized messaging. 

• Drive conversions with strategic offers or Subscribe & Save campaigns. 

 How to Maximize Your Ad Spend with AMC 

Here are a few ways you can use AMC to refine your strategy and maximize your impact: 

Turn NTB Shoppers into Repeat Purchasers 

• Use AMC to understand which ad paths have the highest NTB rates, then shift your media spend to those channels to build on your success. 

Convert Occasional Shoppers into Brand Loyalists 

• Identify repeat buyers and target them with Subscribe & Save options, making reordering effortless and driving long-term value. 

Drive NTB Growth by Stealing Share 

• Struggling to acquire new customers? Use AMC to develop strategies that target competitor ASINs, tapping into their audiences and gaining market share.  

Smarter Decisions for Long-Term Growth 

In this new era of advertising, AMC unlocks endless opportunities to refine your strategies and improve your results. But one thing is clear: success comes from making data-driven decisions that fuel sustainable growth. At Perpetua, we’re here to help you turn your AMC insights into actionable strategies that drive real impact. Let’s connect and build a plan tailored to your goals.