Amazon Marketing Cloud
Metric lexicon
NTB rate, ROAS, ACOS, TACOS, eCPP, purchase rate, CTR and CPM: formula, interpretation and benchmark context per metric.
NTB Rate (New-to-Brand)
NTB rate = NTB buyers / total buyers x 100
Share of buyers who had not purchased from the brand within the defined lookback window.
ROAS (Return on Ad Spend)
ROAS = ad sales / ad spend
Ad-attributed sales per unit of ad spend.
ACOS (Advertising Cost of Sales)
ACOS = ad spend / ad sales x 100 = 100 / ROAS
Ad spend as a share of attributed ad sales.
TACOS (Total Advertising Cost of Sales)
TACOS = ad spend / total sales x 100; total sales = ad sales + organic sales
Ad spend as a share of total sales from advertising and organic orders.
eCPP (effective Cost Per Purchase)
eCPP = ad spend / attributed purchases
Ad spend per attributed purchase; defined here as ad-driven cost per purchase.
Purchase Rate (Conversion Rate)
Purchase rate = attributed purchases / clicks x 100
Share of clicks that lead to an attributed purchase.
CTR (Click-Through Rate)
CTR = clicks / impressions x 100
Share of impressions that lead to a click.
CPM (Cost Per Mille)
CPM = ad spend / impressions x 1,000
Ad spend per 1,000 impressions.