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What Do All the KPIs Mean?

The Analytics section gives you a clear overview of all key performance indicators (KPIs) for your Amazon ads.

Explanations of the KPIs

The KPIs in the Analytics section show you different aspects of your Amazon ad performance. Here’s an overview of the most important metrics and what they mean:

  • ACOS: Shows the ratio of your ad costs to your ad revenue, in percent. A lower ACOS means your ad budget is being used efficiently. It's calculated as costs divided by sales, in percent.
  • ROAS: Indicates how much revenue you generate for every unit of ad spend. The higher your ROAS, the more revenue you get per dollar invested. Calculated as sales divided by costs, displayed as a number rather than a percent.
  • CTR: The click-through rate measures how often users click your ad compared to how often it was shown. A high CTR means your ads are appealing. It’s calculated as clicks divided by impressions, in percent.
  • CPC: The average amount you pay for a click. This helps you optimize bids and placements for profitability. Calculated as costs divided by clicks.
  • CVR: The conversion rate shows what percentage of clicks led to a purchase. It measures how well your ads actually generate sales. Calculated as orders divided by clicks, in percent.
  • Impressions: Indicates how many times your ad was shown.
  • Clicks: Shows how many times users clicked your ad.
  • Costs: The total ad costs for the selected period.
  • Sales: All sales attributed to your ads in the selected period.
  • Orders: The number of attributed orders in the chosen period.
  • Units Sold: The total number of items sold.
  • TOS IS (Top of Search – Impression Share): The percentage of your impressions that appear in the premium 'Top of Search' placement (only visible in the 'Campaigns' tab).
  • NTB Orders (New To Brand Orders): Number of orders from new customers to your brand (according to Amazon: customers with no brand purchase in the past 12 months, only visible in the 'Campaigns' tab).
  • NTB Sales (New To Brand Sales): Revenue generated from new-to-brand customers (only visible in the 'Campaigns' tab).
  • Daily Budget: The daily budget you set for campaigns (not a performance KPI).
  • Default Bid: The default bid at ad group level (not a performance KPI).
  • Bid: The current bid at target level (not a performance KPI).

Accessing the Function

To access the Analytics section, select Analytics in the main menu. There you can choose between different tabs: Marketplaces, Portfolios, Campaigns, Ad Groups, Targets, Product Ads and Negative Targets or Product Ads. This allows you to navigate through various levels and see the relevant KPIs for each.

Settings & Options

You can customize the data views to fit your needs:

  • Use Edit Columns to adjust which KPIs and columns are displayed. Your settings will be saved and automatically loaded the next time you visit.
  • With the filter options in the headers, you can narrow results by various criteria, such as numeric values, percentages, or status.
  • Note: Some KPIs are only shown at certain levels (for example, TOS IS and NTB KPIs are only visible in the Campaigns tab).

Limitations & Special Notes

  • TOS IS may not be available for older periods. In this case, 'N/A' will be displayed.
  • NTB Orders/Sales are only available for 'Sponsored Brands' and 'Sponsored Display', provided that Amazon supplies this data.
  • TOS IS, NTB Orders and NTB Sales can only be seen in the Campaigns tab and are not shown at other levels.

Tips & Best Practices

  • Monitor your TOS IS regularly: A higher share of top-of-search placements can lead to more clicks and sales – but keep an eye on your CPC and ACOS for a good balance.
  • Track NTB Orders/Sales to measure brand growth and allocate budgets strategically.
  • Start in the Campaigns tab for an overall view, then analyze in more detail at the Ad Groups or Targets level if needed.
  • Use Edit Columns to ensure your most important KPIs are always visible.
  • Choose appropriate time periods, such as the last 30 days, and compare different periods to identify real trends instead of short-term fluctuations.