Noah Wickham

So one of the major things, if anybody's looking for this, go to your insights and planning right now, go to your brand metrics.

And we're gonna talk through why brand metrics matters with your advertising as a whole.

So very first thing you get within your brand metrics is gonna be your funnel performance metrics.

so what funnel performance is and anybody here who has ever heard me talk or anyone at mag talk you've heard about icap it's your impressions it's your uh clicks it's your add to carts and it's your purchases right and that is the funnel you'll notice here we amazon breaks it down a bit different uh different they do awareness consideration

They also normally have intent in here, but they don't.

They took it out for some reason and then purchased.

Right.

So you'll see here immediately we can look at our awareness shoppers.

much of this is going to be very similar to actually looking as well.

If we were to go over to the actual Amazon and look at the brand analytics, so seller central side, your customer journey analytics, which many of you have probably seen customer journey analytics before you'll notice same exact thing, awareness, consideration, intent purchase.

So what does that have to do with your actual advertising?

Well,

Your brand analytics, your customer journey analytics is going to be the exact same over on the advertising side.

The difference is it's only for your advertising.

So you'll see here immediately that we have an awareness sector that is actually going down.

We're down 1.47% comparatively to our prior period.

With that as well, our consideration though is up heavily.

So what does this really mean and how do we utilize this?

We can look at obviously our shopper count.

We can look at our percentage change, understand what our median category is overall.