The most essential new KPIs from AMC

AMC has made possible all sorts of powerful new KPIs that better measure your upper-funnel ads and your New-To-Brand share. Here’s how to use them.

Sreenath Reddy

CEO, Founder

Kenton Snyder

Product Manager

August 7, 2025

Transcript

Introduction

Kenton Snyder: Welcome everyone, and thank you for joining us. I’m Kenton Snyder, Product Evangelist here at Intentwise. Today we’re diving into one of the most transformative areas of retail media measurement—new KPIs that are now accessible through Amazon Marketing Cloud, or AMC.

Sreenath Reddy: Yeah, Kenton, it’s a topic we’ve been discussing a lot with clients. AMC has come a long way, and it’s changing how brands measure performance beyond traditional metrics like ROAS.

Why the Old Metrics Aren’t Enough

Kenton Snyder: Let’s start with the basics. Why are we moving away from classic KPIs like ROAS?

Sreenath Reddy: ROAS is useful, but it’s backward-looking and doesn't tell you anything about incrementality, reach, or frequency. AMC lets us look at a more complete customer journey and make smarter investment decisions.

The Most Critical New KPIs

Kenton Snyder: Let’s walk through the new KPIs brands should be focused on.

Sreenath Reddy: Sure. A few that stand out:

Path to Conversion – Understanding which ad formats and touchpoints are contributing to final sales.
Reach & Frequency – This helps understand how often a customer sees your ads, and whether you’re oversaturating or underexposing.
Incremental Return on Ad Spend (iROAS) – Instead of just total return, it helps identify what portion of revenue was truly driven by ads.
Audience Overlap & Suppression Metrics – Vital for efficiency when running DSP campaigns.

Kenton Snyder: These are game-changers, especially for brands running across multiple channels.

How to Operationalize AMC KPIs

Sreenath Reddy: Exactly. But the real question is—how do you operationalize these? Most brands don’t have the in-house SQL skillset or time to query AMC.

Kenton Snyder: That’s where platforms like Intentwise come in. We help turn those complex queries into usable dashboards, with updated KPIs integrated into your daily decision-making workflows.

Common Pitfalls & Misconceptions

Sreenath Reddy: One thing we often see is brands expecting plug-and-play results from AMC. It’s not that simple.

Kenton Snyder: Yes! AMC is powerful but it’s not intuitive unless you know what to look for. The goal is not just to track more metrics—but to track better ones that answer business questions.

Final Thoughts

Sreenath Reddy: If I had to summarize, I’d say this: the brands that embrace AMC and rethink how they measure impact will build a serious competitive advantage over the next 12–24 months.

Kenton Snyder: Couldn’t agree more. Thanks to everyone who joined us—if you want help setting up AMC dashboards, reach out. We’d love to talk.

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Amazon Marketing Cloud has made possible all kinds of new operating metrics that will help you identify the ad campaigns that really work.

Don’t live in the dark about your New-To-Brand data, or about the share of conversions that can be traced back to upper-funnel ads.

Plus, with AMC’s 5-year lookback window for audiences, you can now see a truer reflection of your NTB metrics. See which shoppers are truly new—and not just which ones took a year to re-purchase.

In this webinar, Kenton Snyder, Product Evangelist at Intentwise, and Sreenath Reddy, CEO at Intentwise, will introduce the new product metrics you need to be using in your reporting and analysis now. Learn what they are, how to calculate them, and how they can level up your analysis.

New-To-Brand percent by campaign: Measure the share of conversions that go to New-To-Brand shoppers for every one of your ad campaigns.‍
First-touch ROAS: See, for the first time, exactly how your upper-funnel campaigns perform by attributing sales back to the first ad in a multi-touch journey. ‍
New-To-Brand customer acquisition cost: How much does it cost you to convert a new customer, and how does that compare to the cost of selling to an existing shopper?

‍

Amazon Marketing Cloud has made possible all kinds of new operating metrics that will help you identify the ad campaigns that really work.

Don’t live in the dark about your New-To-Brand data, or about the share of conversions that can be traced back to upper-funnel ads.

Plus, with AMC’s 5-year lookback window for audiences, you can now see a truer reflection of your NTB metrics. See which shoppers are truly new—and not just which ones took a year to re-purchase.

In this webinar, Kenton Snyder, Product Evangelist at Intentwise, and Sreenath Reddy, CEO at Intentwise, introduce the new product metrics you need to be using in your reporting and analysis now. Learn what they are, how to calculate them, and how they can level up your analysis.

New-To-Brand percent by campaign: Measure the share of conversions that go to New-To-Brand shoppers for every one of your ad campaigns.‍
First-touch ROAS: See, for the first time, exactly how your upper-funnel campaigns perform by attributing sales back to the first ad in a multi-touch journey. ‍
New-To-Brand customer acquisition cost: How much does it cost you to convert a new customer, and how does that compare to the cost of selling to an existing shopper?

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