Lifetime Value Metrics
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      NTB ROAS (New-to-Brand Return on Ad Spend)

      This article defines the Ampd metric 'NTB ROAS'

      DEFINITION:  'New-to-brand ROAS' is looking at the ROAS based on your NTB revenue. This metric is calculated by looking at the "% of Revenue NTB" column and dividing that by the total cost of the campaign. 


      A purchase is considered new-to-brand if the customer has not bought a product from the brand in the marketplace within a year.