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What Data Does Analytics Display?

With Analytics, you always have a complete overview of your ad performance—from broad levels like marketplaces to detailed search term analysis.

Table of Contents

  1. Overview
  2. Accessing the Function
  3. What Data Does Analytics Display?
  4. Settings & Options
  5. Limitations & Special Notes
  6. Tips & Best Practices

Overview

With Analytics, you can analyze your campaign performance at different levels: from "Marketplaces" to "Portfolios," "Campaigns," "Ad Groups," "Targets," "Negative Targets," "Product Ads," and down to specific "Search Terms." You can flexibly adjust columns, filters, time frames, and sorting. Depending on the selected level, you can also perform actions like Change Status, Edit Bid, or Edit Budget directly.

Accessing the Function

Open Analytics from the Main Menu under Analytics. Use the tabs to choose from, for example, Marketplaces, Portfolios, Campaigns, Ad Groups, Targets, Negative Targets, Product Ads, or Search Terms. This allows you to control exactly at which level you want to analyze your ad data.

What Data Does Analytics Display?

Analytics shows different data depending on the level:

Levels (Tabs)

  • Marketplaces
  • Portfolios
  • Campaigns
  • Ad Groups
  • Targets
  • Negative Targets
  • Product Ads
  • Search Terms

Ad Type

  • Sponsored Products (SP)
  • Sponsored Brands (SB)
  • Sponsored Display (SD)
  • Sponsored Television (ST) (beta)

Date Ranges and Data Coverage

The default period covers the past 30 days including yesterday. For features like Boosts, the Active Since date is also shown. Your data is available from the first day of your Amazon connection for the previous 60 days.

Sorting

Data is sorted by Revenue in descending order by default. You can sort in ascending or descending order for any visible column, such as "Cost," "ACOS," "Clicks," and others.

Search and Filters

Each tab includes a Quick Search where you can search specifically for items like campaign name, ad group, product ASIN, or search terms. Use Filters to narrow the view by marketplace, ad type, status, or specific metrics. Depending on the level, custom filters are available, such as:

  • Campaigns: Status, Type, Automation, Boost
  • Ad Groups: Status, Default Bid
  • Targets/Negative Targets: Type, Status, Bid
  • Product Ads: Product (ASIN/SKU)
  • Search Terms: Search term contains / does not contain

Metrics and Columns (Highlights)

Here are the most important metrics you can find in Analytics – depending on the level:

  • Cost
  • Revenue
  • Orders
  • Units Sold
  • ACOS
  • ROAS
  • CTR
  • Clicks
  • CPC
  • CVR
  • Impressions

Other columns are available depending on the context, such as Marketplace, Portfolio, Status, Budget, Campaign, Boost, Bid Boost, Automation, Created At, Type, NTB Orders, NTB Revenue, Daily Budget, Ad Group, Default Bid, Target, Match, Last Adjustment, Product (ASIN/SKU), or Target (Keyword/Target).

For Product Ads, you can use the Aggregate ASIN function to group multiple ads that promote the same ASIN.

Total Row and Multi-Select

Below each table, you’ll find a total row showing the number of entries matching your search. It's possible to select multiple entries at once (please note the displayed selection limit).

Settings & Options

  • You can use Edit Columns to customize which metrics appear in the table for each level. This view is saved and will be available the next time you log in.
  • For Product Ads, you can switch between single ad and aggregated views using Aggregate ASIN.
  • Use the Calendar Button to select your desired time range. Use the arrows to quickly jump forward or backward by 30 days.
  • Depending on the level, you can also perform actions directly such as Change Status, Edit Bid, Edit Budget, and Change Boost or Reset Boost.

Limitations & Special Notes

  • Data is displayed up to yesterday by default, so there may be a slight delay for today's updates.
  • For performance reasons, large data sets are paginated, and the Load All option is limited to about 1,500 rows per load for larger volumes. Please also note the multi-select limit on each level.

Note: Your data in Analytics is always available retroactively for 60 days starting from when you first connected your Amazon account.

Tips & Best Practices

  • Start at a high level like Marketplaces and drill down step by step to Search Terms. This helps you quickly identify trends and potential issues.
  • Use Quick Search to efficiently find information in large tables.
  • Set multiple Filters at once (for example, Status, Type, or ACOS) to further refine your results.
  • With Aggregate ASIN, you get a fast overview of product performance for Product Ads, even if your products appear in multiple ads.