Overview
Your Incrementality Dashboard now includes New-to-Brand (NTB) metrics. These updates help you measure how Performance TV brings in net-new customers and isolates the true lift of your campaigns.
With NTB metrics, you can see not just how much traffic and revenue you drove — but how much of it came from brand-new customers.
Why it matters
Why it matters
With NTB metrics, you can:
Prove growth: Show how many brand-new customers your campaigns are introducing.
Measure true lift: Distinguish between overall incremental outcomes and outcomes from new-to-brand audiences.
Build confidence: Defend budgets and optimize campaigns with metrics that highlight long-term customer growth.
How it works
How it works
MNTN continues to use an industry-standard control vs. exposed methodology to measure incrementality. With these updates, we now also apply your global new-to-brand percentage to incremental outcomes.
This means your results not only show incremental lift, but also isolate how much of that lift came specifically from customers who were new to your brand:
Exclusion Window: Based on your prospecting campaign pixel exclusion setting (default: 30 days), or your global exclusion window if you’ve enabled that beta feature.
Incrementality Testing: Control vs. exposed methodology isolates the lift TV provided.
Applied NTB: NTB metrics are displayed alongside incremental results, giving you visibility into both dimensions of growth.
New-to-Brand Visitors
The first new metric is NTB Visitors. This shows:
How many net-new site visitors MNTN drove in a given month
What percentage of your total MNTN-driven traffic those new visitors represent
To define “new,” MNTN uses your account’s exclusion window (e.g., 30 days). If a visitor hadn’t been to your site within that time frame and arrived through Performance TV, they count as new-to-brand.
Incremental Visitors
The second metric is Incremental Visitors. This shows how many visitors Performance TV drove above and beyond what you would have captured without it. Incremental visitors highlight the lift generated uniquely by CTV campaigns.
New-to-Brand Applied Across Metrics
Beyond visitors, NTB is applied across all incremental outcomes in your reporting:
Incremental Site Visitors: How much traffic TV added beyond what you would have captured without it.
NTB Conversions: How many new customers completed meaningful actions (purchases, form fills, etc.).
NTB Revenue: How much incremental revenue came specifically from brand-new customers.
MNTN calculates your NTB percentage from your exclusion window and applies it across these metrics. This isolates the true growth your campaigns delivered from net-new audiences.
Next Steps
Open your Incrementality Dashboard to explore your NTB metrics and see how Performance TV is fueling your growth.