NTB Guide
What is NTB?
NTB (New to Brand) is a metric used in sponsored search campaigns to measure the percentage of customers who are purchasing a brand's product for the first time within a specified time period. This metric helps advertisers understand the effectiveness of their campaigns in attracting new customers to their brand.
NTB Metrics and Definitions
The NTB metrics typically measured include:
| Metrics | Definition |
|---|---|
| ntbUnits3days | Number of NTB units sold within 3 days. |
| ntbUnits14days | Number of NTB units sold within 3 days. |
| ntbUnits30days | Number of NTB units sold within 3 days. |
| ntbOrders3days | Number of NTB orders placed within 3 days. |
| ntbOrders14days | Number of NTB orders placed within 14 days. |
| ntbOrders30days | Number of NTB orders placed within 30 days. |
| ntbRevenue3days | Revenue generated from NTB orders within 3 days |
| ntbRevenue14days | Revenue generated from NTB orders within 14 days |
| ntbRevenue30days | Revenue generated from NTB orders within 30 days |
Snapshot Report API Call
Following steps provide for all the metrics required for NTB calculation.
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Submit Snapshot Report:
Submit snapshot report with keyword type which will return snapshotId /api/v2/snapshot/report -
Get Snapshot Report:
Get snapshot report file path and current job status for the snapshotId /api/v2/snapshot -
Download Snapshot File:
If job status is showing as "done", retrieve snapshot report file in .csv format by clicking on the path received from Get Report API. eg. https://advertising.samsclub.com/file/{snapshotId}
To know more on report API, please refer this link snapshot-report
NTB Unit Percentage Calculation
To calculate the NTB (New-to-Brand) Unit Percentage, you need to find the sum of the NTB units and divide it by the sum of all units, which includes click units, related click units, brand click units, and offline click units. Finally, round the resulting percentage to your desired precision.
ntbUnits3days
NTB Unit Percentage (3 Day) = --------------------------------------
unitsSold3days + inStoreUnitsSold3days
Required Metrics
Below metrics will be used to calculate NTB Unit Percentage for 3 days, 14 days and 30 days respectively.
| Metrics | Definition |
|---|---|
| ntbUnits3days | Total number of NTB units from click data for 3 days. |
| ntbUnits14days | Total number of NTB units from click data for 14 days. |
| ntbUnits30days | Total number of NTB units from click data for 14 days. |
| unitsSold3days | Total number of direct attributed units, attributed related click units and attributed brand click units for 3 days. |
| unitsSold14days | Total number of direct attributed units, attributed related click units and attributed brand click units for 14 days. |
| unitsSold30days | Total number of direct attributed units, attributed related click units and attributed brand click units for 30 days. |
| inStoreUnitsSold3days | Total number of in-sore (offline) units sold for 3 days. |
| inStoreUnitsSold14days | Total number of in-store (offline) units sold for 14 days. |
| inStoreUnitsSold30days | Total number of in-store (offline) units sold for 30 days. |
Example
Let's calculate the NTB unit percentage the following values.
| ntbUnits3days | unitsSold3days | inStoreUnitsSold3days | NTB Unit (%) |
|---|---|---|---|
| 55 | 66 | 18 | 65 |
Result
In this example, we have ntbUnits3days is 55 which includes total NTB units for 3 days.
unitsSold3days is 66 which includes total attributed unit sold from direct, related and brand click for 3 days.
inStoreUnitsSold3days is 18 which indicates total offline unit sold for 3 days.
As per above rule NTB unit percentage is 55/(66+18) i.e. 65%, indicating that 65% of the units sold during the campaign period were from new-to-brand customers.
ntbUnits3days 55
NTB Unit Percentage (3 Day) = -------------------------------------- = ------- = 65%
unitsSold3days + inStoreUnitsSold3days 66 + 18
NTB Order Percentage Calculation
To calculate the NTB (New-to-Brand) Order Percentage, sum the NTB orders and divide it by the sum of all orders. Then, round the resulting percentage to your desired precision.
ntbOrders3days
NTB Order Percentage (3 Day) = ------------------------------------------
attributedOrders3days + inStoreOrders3days
Required Metrics
Below metrics will be used to calculate NTB Order Percentage for 3 days, 14 days and 30 days respectively.
| Metrics | Definition |
|---|---|
| ntbOrders3days | Total number of new-to-brand orders from click data for 3 days. |
| ntbOrders14days | Total number of new-to-brand orders from click data for 14 days. |
| ntbOrders30days | Total number of new-to-brand orders from click data for 30 days. |
| attributedOrders3days | Total number of attributed orders for 3 days. |
| attributedOrders14days | Total number of attributed orders for 14 days. |
| attributedOrders30days | Total number of attributed orders for 30 days. |
| inStoreOrders3days | Total number of in-store (offline) order for 3 days. |
| inStoreOrders14days | Total number of in-store (offline) order for 14 days. |
| inStoreOrders30days | Total number of in-store (offline) order for 30 days. |
Example
Let's calculate the NTB Order percentage the following values.
| ntbOrders3days | attributedOrders3days | inStoreOrders3days | NTB Order (%) |
|---|---|---|---|
| 50 | 55 | 15 | 71 |
Result
In this example, we have ntbOrders3days is 50 which includes total NTB orders for 3 days.
attributedOrders3days is 55 which includes total attributed orders placed for 3 days.
inStoreOrders3days is 15 which contains total offline order placed for 3 days.
As per above rule NTB order percentage is 50/(55+15) i.e. 71%, indicating that 71% of the order placed during the campaign period were from new-to-brand customers.
ntbOrders3days 50
NTB Order Percentage (3 Day) = ------------------------------------------ = ------- = 71%
attributedOrders3days + inStoreOrders3days 55 + 15
NTB Revenue Percentage Calculation
To calculate the NTB (New-to-Brand) Unit Percentage, you need to find the sum of the NTB revenue and divide it by the sum of total attributed sales which includes click, related click, brand click, and offline click. Finally, round the resulting percentage to your desired precision.
ntbRevenue3days
NTB Sales Percentage (3 Day) = ------------------------------------------
revenue3days + offlineAttributedSales3days
Required Metrics
Below metrics will be used to calculate NTB Revenue Percentage for 3 days, 14 days and 30 days respectively.
| Metrics | Definition |
|---|---|
| ntbRevenue3days | Total number of new-to-brand sales from click data for 3 days. |
| ntbRevenue14days | Total number of new-to-brand sales from click data for 14 days. |
| ntbRevenue30days | Total number of new-to-brand sales from click data for 30 days. |
| revenue3days | Total number of direct attributed sales, attributed related click sales and attributed brand click sales for 3 days. |
| revenue14days | Total number of direct attributed sales, attributed related click sales and attributed brand click sales for 14 days. |
| revenue30days | Total number of direct attributed sales, attributed related click sales and attributed brand click sales for 30 days. |
| offlineAttributedSales3days | Total number of attributed offline click sales for 3 days. |
| offlineAttributedSales14days | Total number of offline attributed click sales for 14 days. |
| offlineAttributedSales30days | Total number of offline attributed click sales for 30 days. |
Example
Let's calculate the NTB Revenue percentage the following values.
| ntbRevenue3days | revenue3days | offlineAttributedSales3days | NTB Revenue (%) |
|---|---|---|---|
| 678.36 | 767.52 | 263.00 | 66 |
Result
In this example, we have ntbRevenue3days is 678.36 which includes total NTB revenue for 3 days.
revenue3days is 767.52 which includes total attributed revenue from direct click, related click and brand click for 3 days.
offlineAttributedSales3days is 263 which indicates total offline revenue for 3 days.
As per above rule NTB revenue percentage is 678.36/(767.52+263) i.e. 66%, indicating that 66% of the revenue during the campaign period were from new-to-brand customers.
ntbRevenue3days 78.36
NTB Sales Percentage (3 Day) = ------------------------------------------ = ------------- = 66%
revenue3days + offlineAttributedSales3days 767.52+263.00
Frequently Asked Questions
Q: Why is NTB Percent important?
A: Tracking NTB Percent is important because it provides insights into customer acquisition effectiveness. A higher ntbPercent indicates a greater proportion of clicks are from new customers, which can signify successful marketing efforts aimed at attracting new buyers.
Q: What does NTB Percent represent?
A: NTB Percent represents the percentage of New-to-Brand (NTB) units that were clicked. It is calculated as the proportion of NTB units relative to the total clicked units. This metric helps to understand the contribution of new customers compared to the overall click activity.
Q: What are total clicked units?
A: Total clicked units refer to the sum of all units clicked across different categories. This includes attributed direct clicks, related clicks, brand clicks, and offline clicks.
Q: How can I use NTB Percent to improve marketing strategies?
A: By analyzing NTB Percent, you can identify which campaigns are more effective in attracting new customers. This data can inform future marketing strategies and budget allocation to optimize customer acquisition efforts.