See the Sales Impact of ‘New-to-Brand’ Consumers with These New Metrics

Today, we’re releasing new metrics to help you better understand the sales impact of consumers who are new to your brand. These new reporting metrics, called new-to-brand, will be available in Ads Manager and through our API for sponsored product and display ads.

These new-to-brand reporting metrics provide visibility into how effective your ads are at converting new consumers and retaining existing ones. They complement existing metrics like return on ad spend (ROAS) in describing the effectiveness and value of your ad campaigns on Instacart. Specifically, with these new-to-brand metrics, you can understand customer acquisition for your different ad tactics. 

“What excites us most is that over half of our Instacart sales from our ad campaigns in the first half of 2022 came from consumers who have never purchased our brand That’s it. on Instacart,” said Elizabeth Pigg, CMO of That’s it. “New-to-brand reporting has really helped That’s it. understand incremental customer acquisition online in a way that we typically don’t see from our other partners.” 

You’ll be able to review these new-to-brand metrics as both a dollar sales amount and a percentage of attributed sales. We will only include the sales from consumers who have not purchased any of the CPG brand’s products within the last 26 weeks.

These new-to-brand metrics will be available at the campaign, ad group, and keyword level. For sponsored product campaigns, you can view the new metrics at the product level as well.  

“Visibility into new-to-brand metrics has allowed us to look at our business at a more granular level. We are able to get more focused on growing our consumer base and market share,” said Katie Bleuer, Omnichannel Development Lead at Catalina Snacks Inc., who had access to these new-to-brand metrics during a pilot phase. “We are excited for the opportunity to have these metrics at our fingertips within the Ads Manager portal on a regular basis.”

Log into Ads Manager to review your new-to-brand sales data. 

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Instacart is the leading grocery technology company in North America, partnering with more than 1,500 national, regional, and local retail banners to deliver from more than 85,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.