Amazon Ads Reports – The most important KPI for Monitoring your Ads

Amazon Ads provides detailed reporting. First though you need to learn what the various metrics are and how to interpret metrics them. Campaign reporting helps you measure performance and identify opportunities to optimize your campaigns. Reports can be viewed from within the advertiser console, bulk downloadable reports, and the API. 

Their are a vast range of metrics to measure performance. Some are standard digital advertising metrics, such as impressions and clicks; others are e-commerce marketing specific, such as units sold, attributed sales and ROAS, as well as metrics unique to Amazon Ads such as ACOS (Amazon Cost of Sales). 

Impressions: The number of times your advert has been shown to customers.

Clicks: The number of times your advert has been clicked on.

Spend: The total amount of your advertising budget you’ve spent.

Cost Per Click: Average cost per click (aCPC) is the average amount that a click costs. aCPC is calculated by dividing total spend by the total number of clicks.

ROAS: Calculated as the total sales revenue divided by total ad spend. This metric gives an average of spend to sales ratio. The higher the ROAS, the more efficient/profitable the campaign.

Click through rate: The ratio of how often your ad is click on versus amount of times shown(impressions). 

eCommerce Metrics

These metrics are specific to e-commerce digital marketing. 

Detail page views

The number of times customers visited a product detail page. These views don’t always equal clicks because customers may click on your ad and then browse more than one product detail page.

Conversion Rate

Percent of customers clicking on your ad that becomes a sale.

Units Sold

The total number of products you have sold on the Amazon marketplace.

Total Orders

The total number of sales orders. A sales order may be more than one unit.

Attributed Sales

The total sales value of your products sold. 

Sponsored Brands: New-to-brand metrics

This metric lets you to measure orders and sales of your products generated from first-time customers on Amazon. With new-to-brand metrics, you can better measure and optimize new customer acquisition marketing strategies and tactics.

Amazon determine if an order is new to your brand by reviewing the last 12 months of a shopper’s purchase history. If the shopper has not purchased in the last 12 month look back window, the order is classifed as new-to-brand. 

New to Brand Order: The number of first-time orders for products within the brand over a one-year lookback window. 

New to Brand Sales: The total sales revenue of new-to-brand orders.

% of Orders new to Brand:  The percentage of total orders that are new-to-brand orders. 

% of sales new to brand: The percentage for total sales of new-to-brand purchases. 

New to Brand Units: The number of units from first-time orders for products over a one-year lookback window.  

% of units new to brand: The percentage of total units that are from new-to-brand orders. 

New to Brand order rate: The number of new-to-brand orders relative to the number of clicks. (New-to-brand order rate = New-to-brand orders / clicks

How to access advertising Metrics

Metrics can be accessed through the advertising console, downloadable reports, and the API. 

The Main Types of Amazon Ads Reports

Review account-level and campaign level insights for all campaigns during a given time period. Learn how customers search for your products, what ad product and keyword mix work best.

Targeting Report

The targeting report provides insights into sales and performance metrics for keywords, ASINs and categories.

This report is used to see how targets are performing over time. This report shows when to adjust your bid and expand your keyword target list, as well as  identify high- and low-performing targets.

The targeting report is available for both Sponsored Products and Sponsored Brands.

Placements Report

This report gives performance visibility of a campaigns placement performance.

You can use this report to get insights into which placements help your shoppers find your products, and then identify campaigns that could benefit from bid adjustments.

Available for both Sponsored Products and Sponsored Brands.

Search Terms Report

This report provides shows the actual search terms entered by customers searching on Amazon before clicking on your ads. The report provides sales data for promoted ASINs, as well as brand halo ASINs related to each sponsored ad term.

Use this report to identify the new keywords from customer searches that consistently convert into sales, as well as negative keywords for search terms that do not.

This report also helps you understand different match types performance.

This report is only available for Sponsored Products ad types

Advertised Product Report & Purchased Product Report

The advertised/purchased product report provides performance data into sales and performance metrics for your advertised ASIN.. This report can be used to understand how your ads are performing over time, and help determine whether you need to refine your advertising strategy. 

If you have particularly low-performing products, this could indicate you don’t have enough keywords, or keywords that aren’t targeted enough. You also may not be bidding enough for popular keywords in your category. The Purchased product report provides sales and performance metrics for products purchased from the seller after an ad click.

Available for Sponsored Products only.

Performance over Time report

This report shows a summary of your KPI metrics such as clicks, spend and average CPC. You can use this report to keep track of your campaign status to see whether your campaigns are running, paused, ended, or terminated.

Available for Sponsored Products only.

Summary

These reports for Amazon Ads lets you interpret performance, make optimisations and plan your future strategy. It is good to monitor these reports to identify changes as early as possible, and therefor retain your account performance or make further improvements.

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