• detail page view events
• pixel events
• add to cart events
• purchase events

The correct answer is: purchase events

Explanation: New-to-brand metrics are only relevant for purchase events. In AMC, these metrics track whether conversions (purchases) came from customers who are buying your brand for the first time (usually within a 12-month window). They do not apply to impressions, clicks, add-to-cart events, or page views—only purchases.

Reference content: From the official Amazon documentation (Conversions table):

“A customer is considered new-to-brand if they have not purchased from the brand in the previous 12 months. This field is only applicable for purchase events…”