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 used to track sales of products being promoted through advertising, to help determine the effectiveness of the campaign.

There are a few different approaches to measuring NTB. One of the most frequently used is to count the proportion of NTB orders as a % of total orders.

Alternatives include:

  • The number of NTB orders
  • The value...

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