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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.
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.
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).
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 to shoppers attributed to your ads. Attribution depends on campaign type.
Attributed sales for advertising campaigns
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. If a shopper returns 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 the sale to the last source of the customer 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 viewed in the customer 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.
Downloadable reports show account level data, excluding canceled orders, for Sponsored Products.
Reports are available to be generated in the downloadable reports section. Note that you're unable to delete reports after they've been downloaded.
- 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.
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 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 keyword or product targets for search terms that don’t meet your goals.
Search term reports offer a custom date range of the last 65 days and are also available as a tab in the campaign manager for Sponsored Products campaigns.
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.
Use the campaign report to get better insight into the overall performance of your campaign.
For Sponsored Products, campaign reports offer a custom date range of 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.