Long-term sales reporting is changing the way that you measure advertising effectiveness. Think about how much it would help to know from a first-time product page visit all the way up until a purchase months later—mind-blowing!
Now brands can measure this with Amazon’s new metrics, Long Term Sales (LTS) and Long Term Sales ROAS. You would miss out on comprehending the actual impact of campaigns. And finally, you can now actually measure the incremental sales value in your brand's portfolio that you might be able to generate by successfully converting those shoppers from curious browsers to loyal customers.
TL;DR
- New Metrics Alert: Say hello to your little friends in campaign reporting: LTS and Long Term Sales ROAS. Why It Matters: These measurements make it possible to better understand the long-term commitment and engagement of customers.
- Who’s the audience for this? We know this would be particularly useful for North American advertisers working with the Advertising Console.
- Core Ad Benefits: Precisely measure and optimize the path of new-to-brand shoppers across 12 welcome maturation months.
What is LTS and LTS ROAS
I’m not talking the average KPI here. I’m talking about numbers that change your measure of success. Long Term Sales (LTS) determines how one browsing session today may drive sales over the subsequent year. Whereas Long Term Sales ROAS is insights on the RoAS in the same time period.
Consider that LTS is the most powerful crystal ball forecasting sales from a first encounter. It’s not just a world of immediate purchase, but one of continued support and nurturing that leads to ongoing growth in sales.
Ever wonder where these metrics draw their magic? For a user who has not interacted with your brand in a year, each page view, add-to-cart, and brand search goes into these numbers.
New-to-Brand Shoppers: What They Mean
Long-term metrics focus on successes of bringing new wallet and purse into the family. Now picture if a user lands on your product page while they're casually scrolling on a typical weeknight.
Prior to these metrics, all of that touchpoint would just vanish into the void if the user didn’t convert right away. A purchase may take place months later, pursuant to LTS attribution algorithms that early engagement is credited. Meaning, reconsidering what ad campaigns are really converting for an extended time.
Your Amazon ACoS Now Officially by the Pound (Ok, By the Square Foot) And in Documentation According to Amazon, the ability for you to see within your account has a name (Ad Console). You can download them and dive deep into a report, and then strategize from there.
Check out some of our Case Studies for examples on how other brands have successfully used these insights to nurture customer relationships.
Industry Context: Where We Are
The emergence of these metrics signals a significant evolution in how brands track advertising efficiencies. The campaign results were prioritized over brandbuilding before.
This new perspective on marketing data breathes life into strategies that are catered to building long-lasting relationships. And remember, today’s browsers are tomorrow’s buyers.
Already, in North America, advertisers are getting bolder with this intelligence. Read between its lines to craft experiences that truly speak to your prospects.
How Organizations Can Use LTS
Swimming in these waters can be intimidating, but these are actionable metrics. Here’s how you can put them to work for you:
- Evaluate Campaign Impact: Monitor LTS metrics to know which ads generate real sales over time.
- Customize Campaigns: Tailor your campaigns to focus on the engagements that convert in the long term.
- Report Accurately: Some intelligent output, providing stakeholders with a true long-term view of the returns from advertising spends.
Quick Insight Recap
- LTS and LTS ROAS as a revolution in campaign analytics.
- These calculations weigh the value of all customer interactions over a year.
- NEW: North American brands leveraging the Ad Console can now benefit.
- Focus on campaigns that are moving potential buyers through their 12-month cycle.
FAQ
1. What is Long Term Sales metrics?
Long Term Sales (LTS) and Long Term Sales ROAS get at ad effects beyond direct response, inspecting customer-to-brand engagement over 12 months.
2. Why zero in on new-to-brand consumers?
These are customers who have not bought from the brand in the last 12 months, and therefore they are fresh engagement and conversion opportunities.
3. How does these indicators help in generating reports?
They provide a more complete perspective of campaign performance what happened over time, which is important for making smarter decisions with future advertising budgets.
4. What are available reports?
These metrics are available to brands through Amazon’s Advertising Console, in real-time and in downloadable reports.
5. What is the impact of LTS metrics on strategic planning?
If we understand that the consideration period is stretched out and we credit the sales correctly, then brands can create a strategy that focuses more on long-term sales growth.
How to Activate Success Plan
Ready to surf this wave to victory? Here's how:
- Assess Market and Vision: Begin by assessing the global market as well as your vision and how LTS can help improve strategic results.
- Apply new Marketing Strategies: Develop new marketing strategies based on LTS intelligence.
- Adapt and Optimize: Continuously use these reports to mould as necessary!
LTS and LTS ROAS metrics have finally arrived, and it’s all about advertising sustainability. They provide a window into longer-term growth prospects that were largely obscured before. By translating these findings into your strategies, your brand might not only be able to connect more with your customers, but also to secure a competitive advantage in the battle for customer loyalty.
Find out how to amplify your campaign reach and performance with our Prime Video Ads to engage your audience in more creative ways.
Check out our other marketing strategy guides for tips on getting the most out of your campaigns. Learn the vital KPIs and find what are the best practices which you need to follow through the digital marketing world which is changing.
References
- Amazon Campaign Reports
- UnBoxed 2024 Highlights
