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Campaign Reporting

Performance metrics

Performance data is 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.

Learn more about downloadable reports

In the campaign manager you have the option to display data 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 data are shown as the x-axis of the graph.

Note: The data in the campaign manager is updated every hour. Sales and ACOS data takes up to 48 hours to populate and might be incomplete in the "Yesterday" view in Campaign Manager. In this view Spend is an estimate and can be updated until three days after the click occurs, as we validate your click traffic. Learn more about traffic validation

Video: Performance metrics for advertising books

Performance metrics definitions


Your budget is the average amount you are 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 shoppers have clicked on an ad. 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


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).

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).

Estimated win rate

Provides a realistic percentage of how many eligible impressions your keyword might receive.


Sales are a way to track how well your brand is gaining traction with shoppers on Amazon.

When shoppers click one of 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.

Sponsored Products

You can view an attribution window of 1-30 days by downloading a Campaign Performance report.

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 for KDP authors include sales of the exact ASIN being advertised including the advertised format and any other formats.

Lockscreen Ads

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.


Downloadable reports show account level data, excluding canceled orders, for Sponsored Products.

Reports are available to be generated in the Advertising reports tab. Note that you're unable to delete reports after they've been downloaded.

  • Sponsored Products reports include: targeting report, advertised product report, search term report, placement report, and performance over time report.

View our Sponsored Products Advertising Reports Guide for KDP authors.

Note: Information in the campaign manager and advertising reports may fluctuate. This occurs when we remove invalid clicks from your metrics so you will not be charged for.
Note: Kindle Unlimited data is not included on Amazon Advertising. Advertising reports are not available for Lockscreen Ads.

Targeting 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 report to see how your targets and keywords are performing over time, which can help you adjust your bid and expand your targets.

Targeting reports offer a custom date range of 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 offer a custom date range of the last 90 days.

Search term report

Search term reports give visibility into the search terms entered by shoppers searching on Amazon that resulted in at least one click. You can use this report to identify high performing searches from shoppers and to create negative keywords for search terms that don’t meet your goals.

Search term reports offer a custom date range of the last 60 days.

Note: In the Customer Search Term column of the report, you may notice alphanumeric entries such as “b00ipgvvz4” in addition to more traditional search terms such as “phone case”. These alphanumeric entries correspond to ASINs and the related product detail page on which your ad displayed. You will only see ASIN-related entries listed as customer search terms for your automatic-targeted campaigns. At this time you cannot block ASINs through negative keywords, or bid for ASINs in manually-targeted campaigns.

Placement report

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 offer a custom date range of 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 Product Campaigns. You can use this report to understand your overall spend and performance.

Performance over time report offer a custom date range of the last 90 days.

Campaign report

Use the campaign report to get better insight into the overall performance of your campaign.

Campaign reports offer a custom date range of the last 60 days.

Traffic validation

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.

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