Ecomcy, an Amazon Ads Advanced Partner, looked to increase New-to-Brand (NTB) growth for a brand client, all while working to strengthen overall confidence in their approach to Amazon DSP performance measurement.
The brand needed a clearer view of DSP’s actual contribution to growth. With Pacvue, Ecomcy shifted strategy from retention-heavy delivery toward a more acquisition-led framework. Harnessing Pacvue’s powerful planning, reporting, and pacing tools, the team reallocated spend, scaled prospecting efficiently, and built a stronger measurement foundation for NTB performance.
The outcome was a meaningful improvement in acquisition efficiency and a step change in NTB purchase volume and share.
117%
Increase in NTB Purchases
166%
increase in NTB Share of Total Purchases
The Challenge
The brand was facing a mismatch between reported performance and actual customer acquisition. While DSP reporting appeared efficient on the surface, the underlying mix showed that more than 90% of attributed sales were being driven by retention and warm audiences. NTB contribution remained at just 7% to 8%, well below the brand’s acquisition goals.
The team also uncovered a structural attribution concern. DSP impressions were receiving credit for conversions that likely would have happened anyway through organic search or Sponsored Ads.
That dynamic created two business risks:
- ROAS appeared stronger than true incremental impact
- NTB contribution looked weaker than the brand needed for sustainable growth
For Ecomcy and the brand, the priority was clear. They needed to reset the DSP program around acquisition, reduce overreliance on retention-heavy delivery, and create a more credible baseline for measuring incremental customer growth.
Pacvue helped our team and our client focus on what mattered most with Amazon DSP: incremental customer acquisition. With clearer reporting, stronger operational control, and a more transparent view of audience performance, we were able to build a smarter strategy that delivered stronger NTB growth.
Pacvue gave us the visibility and control we needed to shift the client’s Amazon DSP program toward real acquisition outcomes. As we reduced retention-heavy delivery and scaled prospecting, Pacvue helped us monitor NTB performance closely, pace budgets efficiently, and validate that our campaigns were reaching colder audiences.
The Solution
Ecomcy turned to Pacvue Advertising for Amazon DSP as the operational engine to support a phased shift toward an NTB-focused acquisition strategy.
Pacvue is built to help advertisers launch and optimize full-funnel campaigns with audience targeting, automation, pacing controls, and AMC-powered analytics. That gave Ecomcy the visibility and control needed to restructure the program without sacrificing stability.
The team focused on three priorities:
- Reallocate budget toward prospecting: Using Pacvue’s planning and reporting tools, Ecomcy reduced retention-driven delivery and redirected spend into cold prospecting audiences. Prospecting campaigns were scaled by 2x to 3x, helping the brand reach more net-new shoppers aligned to its acquisition goals.
- Protect performance during the transition: Budget shifts can create volatility, especially when moving away from familiar high-ROAS retargeting pools. Pacvue’s pacing and performance monitoring tools helped the team manage spend with more precision, maintain delivery control, and allocate investment where it could drive stronger NTB outcomes.
- Validate that delivery truly shifted to acquisition: Pacvue’s audience, placement, and reporting dashboards gave Ecomcy and the brand a transparent view into where campaigns were serving and which audiences were driving results. That visibility helped confirm that delivery was moving into colder prospecting pools rather than simply recycling warm audiences. Pacvue’s Amazon DSP solution suite highlights these strengths directly, including audience discovery, automated optimization, budget auto-pacing, and AMC reporting templates that support clearer full-funnel analysis.
Just as important, Pacvue enabled a more collaborative operational view between the agency and the brand by optimizing the dashboard’s capabilities and enhancing reporting and analytics. With a clear, shared view of NTB percentage, ROAS against floor targets, audience performance, and acquisition efficiency, both teams made faster, more confident decisions as the strategy evolved.
Results
The shift to an acquisition-led DSP strategy delivered measurable gains across NTB volume, NTB mix, and efficiency.
Beyond the topline metrics, the program created several broader business benefits:
- A clearer measurement baseline for DSP’s true acquisition impact, improving reporting accuracy and decision-making
- Better collaboration between Ecomcy and the brand through transparent audience and placement reporting
Greater agility through real-time visibility into NTB percentage, ROAS versus floor targets, and acquisition efficiency
Together, these outcomes helped transform DSP from a channel that looked efficient on paper into one that more clearly supported profitable, incremental customer growth.
Awards & Recognitions
