How to find Key Performance Indicators – KPIs for ad campaigns in Amazon

Before we dive in, you need to know most advertising reports are only available for the previous 90 days. It’s a good idea to run reports regularly so you don’t have gaps in the data.

There are a few places to find metrics and reports in your Amazon account, and you can look in the main drop-down menu. You can find most reports in “Reports,” but there are also inventory reports in “Inventory,” order reports in “Orders,” and others in your “Brand Dashboard” under “Brands.”

Advertising Reports

Find advertising reports either by clicking on “Advertising Reports” under “Reports” in the main menu, OR from the advertising section (amazonads), under “Measurement & Reporting” -> “Reports.”

There you’ll see an unassuming button that says “Create Report.” That takes you finally to the ad reporting page. You have a lot of options in the drop downs. Choose the ad type you want data on and the type. You may have to run several reports to find the specific data you’re looking for because the descriptions are brief.

Be aware that the advertising reports only show data for products that were advertised, not other products. The advertising data will be different from the overall data. It’s not always obvious which report is which, especially when you’re sifting through data from several spreadsheets at one time. It’s good to stay organized and keep the ad reports separate. Rename them once you’ve downloaded them to help keep it all straight.

There are at least 9 different kinds of reports you can run, just for Sponsored Products campaigns alone. Have your metrics and KPIs in mind before you start gathering reports.

Automatic traffic validation.

Amazon automatically removes clicks that aren’t real, meaning Amazon software analyzes clicks to determine the validity. Any clicks that look like they’re generated by machines or invalid in some way are removed. It is a way Amazon tries to protect sellers from illegitimate clicks.

Basic Ad Performance Metrics

Sales – Sales of advertised products. This doesn’t include sales from other sources.

Conversions – How many sales per visits to the product page through the ads.

ROAS – Return on ad spend. Sales/Ad spend. The rate you’re generating revenue through ads with what you’re spending.

ACOS – Advertising cost of sales. Ad spend/Sales. The inverse of ROAS, it’s the rate you’re spending to make sales.

CPC – Cost per click. The average cost when customers click on your ads.

CTR – Click through rate. The rate people are clicking on ads.

I hope you found this helpful and if you’d like more info, contact us at hello@thorandcompany.com