How much fulfillment margin your marketing generates from new customers specifically.
Formula
Acquisition Marketing Profit Ratio (aMPR) = New Customer Contribution Margin 2 / Marketing Costs
Explanation
aMPR is the acquisition-focused version of MPR. It measures how much CM2 you generate from new customers for each Euro/Dollar spent on marketing — combining the profit-awareness of MPR with the acquisition focus of aMER. An aMPR above 1 means your acquisition marketing is generating more fulfillment margin from new customers than it costs.
Use aMPR when you want to evaluate the profitability of your acquisition marketing specifically, rather than your overall marketing efficiency.
Notes
aMPR is particularly relevant for brands where new customer margin differs significantly from repeat customer margin — for example, when first orders are more heavily discounted.