Advertising’s not about the quick win, advertising’s about converting first-time customers into long-term fans. New Amazon Long Term Sales (LTS) and Long Term Sales Return on Ad Spend (LTS ROAS) measurements. These are not just some fancy acronyms; these are a big shift in how you are able to determine the real value of the clicks and eyeballs you’re drawing in the form of ads. Imagine: A prospective customer clicks on your ad, arrives on your product page, maybe even adds it to their cart but never completes the purchase. We’ve all experienced that sinking feeling. But the shopper comes back, credit card in hand, months will pass. In the past, you would never link that purchase to your ad campaign. And now you can, thanks to LTS metrics.
TL;DR
- LTS and LTS ROAS are metrics that help you track revenue from ads over the last twelve months.
- Measure the value of customer engagement beyond nearest sales.
- See the data in Amazon's Advertising Console or reports for more insights.
- Measured funnel movement by employing new-to-brand customers.
Long Term Changes in Sales
Long Term Sales metrics are your crystal ball for your marketing work -- they show you what the future sales impact of your today’s ads will be. Now stop and think for a moment what it would be like if you could show numbers to your cmo, what your sale is for this month, next month or this quarter, all so they can have a sneak peak at where these number will be for this campaign for the next year! It's a game-changer. These are naturally incorporated metrics, readily accessible via Amazon’s Ad Console – let’s download those retailer reports, Holly! Luring new-to-brand shoppers isn’t just about making that immediate purchase anymore. It’s free interest, and it could develop into a lucrative relationship down the line.
Why These Metrics Matter
What's the big deal, you ask? So, before the LTS metrics, advertisers were flying blind as to how to measure the long-term effects of their advertising actions, like page views. You could tally purchases directly and relegate all those campaigns that hadn’t led to a purchase instantly into the shadows. But most of the buyer’s journey takes place outside of the cart. Those clicks may be tiny, but they are subtle pushes toward a conversion. Contextual on LTS measurements LTS metrics give marketers an understanding of how those first interactions may evolve into sales moving forward.
Unveiling the Advantages
Amazon rolled out these metrics at unBoxed 2024 and they constitute a game-changer for U.S Sponsored Ads customers. You can even monitor engagements beyond the immediacy of a click, for a glimpse at potential return on investment. In the case of, say, most consumer journey on Amazon, page views, branded searches or adding to cart indicates engagement ages before the actual purchase. LTS measures directly in fact consider these interactions and associate future sales with the marketing actions that drove them.
Explaining Availability
So the question arises: Who gets to play with these new toys? Sponsored Ads advertisers in North America, which includes the U.S., can now take advantage of this data bonanza through the Advertising Console and downloadable reports. To advertisers, it is like being granted the keys to the advertising kingdom. Now you can schedule campaigns not only for the present day, but for the future as well.
Mid-Campaign Check-In
- Evaluate new-to-brand customer contribution value.
- Link customer conversations now to sales later.
- Get access to in-depth reporting via Amazon’s Advertising Console.
Through the Forest of LTS
As you look at these measures, you might want to keep a couple of things in mind:
- Segment the New-to-Brand Shoppers: See the figures following new engagements.
- Align with Business Goals: Apply insights to drive custom campaigns that align with long-term business goals.
- Leverage the data: Accessible via the Ad Console that can be sync with your analytics team / platform for a 360 view.
The Road Ahead
That change in marketing measurements doesn’t end there. Longer term value-based KPIs smooth out (expect performance reporting and ad spend allocation to adjust as LTS metrics come into line with where you wish to be and how you wish to be perceived). And your future campaigns are likely to mature as they grow those first sparks into a roaring brand loyalty bonfire. And consider this: These days, every click, every view, every add-to-cart is more valuable than it has ever been. Now you’re not just tracking sales, you’re tracking potential.
In digital marketing, a click is never “just” a click. It’s never the be-all, end-all of “the sell.”
[Learn how you can use advanced data insights combined with Amazon DSP services to accelerate your advertising strategies.]
FAQ
What are LTR Sales metrics?
Long Term Sales (LTS) are advertising generated metrics that forecast the incremental sales of your brand expected to be driven over the next 52 weeks* by how that brand’s advertising up to that point has converted new-to-brand (i.e., shoppers who became buyers of the brand for the first-time through your advertising) shoppers into retained/repeat buyers.
How are LTS metrics different?
Nearest neighbors assign sales to immediate models based on direct causality. LTS metrics credit all those little nudges (page views, add-to-cart) to potential future sales, offering a birds-eye view of the campaign’s impact.
Who can see LTS metrics?
These are currently accessible to Sponsored Ads users in North America, including the U.S.
How to access LTS metrics?
With Amazon’s Advertising Console, along with reports you can download, for granular data.
Why new-to-brand shoppers matter
Shoppers such as these represent untapped potential — to measure how first interactions translate into further loyalty and sales, LTS metrics are helpful.
Capitalize on LTS Insights
Keep an eye on LTS reports for long-term sales trends.
- Tailor campaigns to what new-to-brand shopper data is showing us.
- Treat page views and cart additions as baby steps toward a sale.
But the jaunt doesn’t end with the click. Kick your campaign into high gear with data-driven performance and under-leveraged market potential in your campaigns.
Here is the Amazon LTS metrics that will supercharge your growth strategy. Learn More with the Advertising Console your advertising today.
