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Performance metrics are available in the campaign manager interface and from reports that can be downloaded for use in Microsoft Excel, Google Spreadsheet, and other popular spreadsheet programs.
Available multilanguage captions are best viewed in the Google Chrome browser.
In the campaign manager, you have the option to display metrics for today, yesterday, week to date, last week, month to date, last month, year to date, lifetime, or customized (available for the last 90 days). The specific dates included in you displayed metrics are shown as the x-axis of the graph.
Performance metrics definitions
Your budget is the average amount you’re willing to spend on your campaign per day. Learn more about budgets
An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been served to a user. We provide you the total number of impressions for each campaign and target.
A click occurs whenever shoppers click on an ad. The clicks metric is a count of how many times an ad is clicked. We provide you the total number of clicks for each campaign and target.
The total click charges for a product ad. We provide the spend for each campaign and target.
The total product sales generated from clicks. Learn more about sales
The number of Amazon orders shoppers placed after clicking on your ads. For Sponsored Products, this includes orders from advertised products as well as other products (advertised or not) within your brand sold by Amazon within 14 days for vendors and 7 days for sellers, excluding third-party sellers. For Sponsored Brands, this includes orders from advertised products and all products (advertised or not) within your brand sold by Amazon and third-party sellers within 14 days. For authors, your KDP orders reports will show you the final orders numbers, which may be different from the number you see in Campaign Manager.
It can take up to 12 hours for your orders metrics to update. As a result, orders metrics may be delayed in the “Today” date range. We recommend waiting until all orders metrics are populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders’ totals. Learn more about sales.
Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100).
Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend).
Kindle Edition Normalized Pages (KENP) metrics
KENP metrics are specific for KDP authors. KENP Read and KENP Royalties are two metrics that provide the estimated number of normalized pages and royalties attributed to your Sponsored Products campaign from customers who borrow your book from Kindle Unlimited or the Kindle Owners' Lending Library (KOLL). Learn more about KENP metrics
click-through rate (CTR)
The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks / impressions).
The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks (spend / clicks).
Sales is the total value of products sold attributed to your ads. Attribution depends on campaign type.
Attributed sales for advertising campaigns
When shoppers click your ads and later purchase one of the products advertised, we attribute the sale to your ad campaign. The time period for measuring purchases after a click is called an attribution window. If shoppers return to your product and purchases it within the attribution window, that sale will be included in your sales data.
The attribution window for Sponsored Products campaigns for Kindle Direct Publishing (KDP) authors is 14 days. KDP sales reports show only the final sales numbers and royalties you earned from books published in your KDP account.
Sales data for KDP authors include sales of the exact ASIN being advertised including the advertised format and any other formats.
For Lockscreen Ads, sales consist of eBook sales generated by ad clicks within 14 days. Only the eBook advertised in the campaign will be included in sales metrics. This data may take up to 14 days to show in your reports.
Attributed sales for Stores
For Stores, sales consist of the product sales generated by Store visitors within 14 days of their last visit to your Store.
There are two types of attributed sales and units we use in our calculations:
- Direct sales or units: Total sales or units purchased of products available on a Store page, where the Store page was viewed by the purchasing customer.
- Halo sales or units: Total sales or units purchased of products available on Amazon from your brand, where the product purchased wasn't available on the Store page viewed by the purchasing customer.
In addition, we attribute sales to Stores traffic source and pages as follows:
- Sources: We attribute sales to the last source that shoppers visit prior to their purchase.
- Pages: We attribute all direct sales to the page viewed, which contained the purchased product. We attribute halo sales to the last page shoppers viewed in visit prior to their purchase.
For attributed orders, if an attributed order contained multiple products that appear on separate pages, the order will be attributed only to the last page viewed and the traffic source of that page view.
KENP metrics are specific for KDP authors. KENP Read and KENP Royalties are two metrics that provide the estimated number of normalized pages and royalties attributed to your Sponsored Products campaign from customers who borrow your book from Kindle Unlimited or the Kindle Owners' Lending Library (KOLL).
This metric helps you understand the volume of pages read after customers click your ads.
We track clicks associated with your advertised titles, and attribute them to the reading events for the same titles up to 14 days after customers click the ad.
The estimated number of pages read attributed to your campaign are reported to the specific date when readers actually read the pages. Even if reading devices are offline when the reading events occur, our system will update the KENP Read metric for a certain date when the devices are online. Therefore, you may notice slight updates on the metric for certain dates as devices send reading events.
This metric helps you measure the return on your advertising spend.
The estimated KENP Royalties reported to a given day is the multiplication of the KENP Read pages for this day by this day's KENP rate. If the KENP rate of the day isn’t yet published (KENP rate for a month is published on 15th of next month), we use the latest published rate to estimate the royalties. For example, if current date is 7/10, and you select a date range 6/1 to 7/9, the KENP Royalties from 6/1 to 6/30 will be calculated as the sum of all KENP Read pages in June multiplied by final June KENP Rate. But for the 7/1 to 7/9 range, the July KENP Rate isn’t yet published, so we’ll estimate your royalties for this date range using June's rate. Therefore, this metric is an estimate.
The KENP Rate changes every month, so your actual royalties when the fund is announced may differ from your estimation. Please refer to your KDP reports to see your actual earnings.
- You’ll be able to see KENP metrics in your campaign manager if, as a minimum, one of your Sponsored Products advertising campaigns promotes a book that has at least one KENP Read attributed to it.
- KENP metrics in your Advertising account only reflect estimated pages read and royalties that are attributed to an ad campaign for your book. This means, customers click on your ad and then read pages of your book within 14 days after the click. The total number of read pages and royalties in your KDP reports include pages read and royalties from books obtained without clicking on your ad.
Downloadable reports show account level data, excluding canceled orders, for Sponsored Products, and Sponsored Brands.
Reports are available to be generated and scheduled in the downloadable reports section. We recommend downloading and saving these reports monthly to retain the data.
- Sponsored Products reports include: targeting report, advertised product report, campaign report, search term report, placement report, and performance over time report. Amazon sellers also have access to the purchased product report.
- Sponsored Brands reports include: keyword report, keyword placement report, campaign report, search term report, and the campaign placement report.
Targeting reports provide insights into sales and performance metrics for targets in all campaigns that received at least one impression. You can use these reports to see how your targets and keywords are performing over time, which can help you adjust your bid and expand your targets.
Targeting reports data is available for the last 90 days.
Advertised product report
Advertised product reports provide insights into sales and performance metrics for your advertised ASINs in all campaigns that received at least one impression. You can use this report to see how your ads are performing over time to help you determine if you need to change your advertising strategy.
Advertised product reports data is available for the last 90 days.
Search term report
Search term reports give visibility into the search terms entered by shoppers searching on Amazon. You can use this report to identify high performing searches from shoppers and to create negative keyword or product targets for search terms that don’t meet your goals. The number of impressions in the report may not match the number of impressions listed in the campaign manager because the search term report only includes search terms that resulted in at least one click. Search term reports offer a custom date range of the last 65 days.
Search terms information is available in the campaign manager for Sponsored Products and Sponsored Brands campaigns. For Sponsored Products campaigns created with manual targeting, you can quickly convert these performance insights into targeting expressions across your ad groups by manually adjusting ad group settings or creating new ad groups. For example, you may add high-performing keywords and products as new targeting parameters to an ad group, and low-performing keywords and products as negatively targeted.
The placement report provides visibility into the performance of a campaign on top of search compared to all other placements. You can use this report to get insights into your performance across different placement types, and identify Sponsored Products campaigns that could benefit from adjusting bids by placement. Learn more about the adjust bids by placement feature.
Placement reports data is available for the last 90 days.
Performance over time report
The performance over time report shows the clicks, cost per click (CPC) and spend for all of your Sponsored Products Campaigns. You can use this report to understand your overall spend and performance.
Performance over time report data is available for the last 90 days.
Use the campaign report to get better insight into the overall performance of your campaign.
For Sponsored Products, campaign reports data is available for the last 18 months.
Traffic validation identifies invalid clicks that are illegitimate, accidental, or machine generated. We remove invalid clicks from your click metrics so you will not be charged for them.
We use click-validation software to determine if a click is invalid. Our software reviews all clicks received on your ads, and each click is analyzed to identify patterns of invalid clicks.
Reasons clicks may be invalidated include:
- Unusual click patterns
- Clicks identified as being machine generated
- Duplicated clicks
Most invalid clicks are removed within a day. Some traffic validation can take up to three days to show up in the sales metrics in Campaign Manager and in reports. As a result, metrics from the most recent three days might fluctuate from time to time.
If we identify invalid clicks after the initial reporting, your click and spend data will be restated in Campaign Manager and in future Sponsored Products campaign reports that you run. You will only be charged for valid clicks.