AMC tool

NTB Calculator

Calculate your new-to-brand rate (NTB rate) and the effective cost per NTB order (NTB eCPP) for Amazon Marketing Cloud analyses.

Not sure what new-to-brand means? Read the definition in the glossary: New-to-Brand (NTB).

Number of orders from new-to-brand customers (last 12 months).
All orders in the same period (NTB + existing customers).
Ad spend attributed to the NTB orders.

Enter your values above to see the NTB rate and NTB eCPP.

Formulas

NTB rate
NTB orders / total orders x 100
Share of orders from new-to-brand customers in all orders.
NTB eCPP
NTB spend / NTB orders
Effective ad cost per new-to-brand order won.