WARC DC Series on Metrics & Measurement: Understanding NTB (New-to-brand)
Jo Bowman and Gregory Grudzinski
New-to-brand (NTB) is a measurement of how many new consumers a brand is attracting, and it can be used to track the effectiveness of an ad campaign.
What’s NTB?
New-to-brand (NTB) is essentially a reflection of how many new consumers a brand is attracting. It’s a metric that determines if a purchase was made by a customer known to have bought before, or a first-time buyer of the brand. It is mainly...
