Lifetime Value Metrics
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      Percentage (%) of Conversions New-to-Brand (NTB)

      This article defines the Ampd metric '% of Conversions NTB'

      DEFINITION: New-to-brand conversions are divided by total conversions. This metric shows what percentage of total conversions, is from NTB customers. 

      A purchase is considered new-to-brand if the customer has not bought a product from the brand in the marketplace within the last 12 months.