The dashboard shows a snapshot of performance across all campaigns or portfolios of campaigns (if selected). In addition, the user can select up to five metrics to be displayed on the graph, which will show performance over time.
Reports can be downloaded from the LHS menu (click the hamburger icon).
Sponsored product Ads reports
The campaign report summarizes your ads performance by campaign for a selected date range. You can use this report to understand each campaign’s performance.
The targeting report provides insights into sales and performance metrics for keywords, ASINs and categories in all campaigns that received at least one impression.
Use this report to see how targets are performing over time. This helps inform you when to adjust your bid and expand your keyword target list. You can also use this report to identify high- and low-performing targets.
Keyword placement report
The keyword placement report breaks out keyword performance by ad placement (top of search, other placements).
You can use this report to get insights into performance across different placement types and identify keywords that perform better on certain placements.
Campaign placement report
The campaign placement report breaks out campaign performance by ad placement (top of search, other placements).
You can use this report to get insights into performance across different placement types and identify campaigns that could benefit from a placement-level bid adjustment.
The placement report provides visibility into the performance of a campaign between placements (top of search, rest of search, product detail pages).
You can use this report to get insights into performance across different placement types and identify campaigns that could benefit from bid multipliers.
Search term report
The search term report provides visibility into the actual search terms entered by customers shopping on Amazon that resulted in a click on one of your ads. The report provides sales data for promoted ASINs and brand halo ASINs related to each sponsored ad term.
This report also helps you understand how the different match types you select for your keywords will cause your ad to appear for certain customer search terms.
Advertised/purchased product report
The advertised product report provides insights into sales and performance metrics for your advertised ASINs in all campaigns that received at least one impression. Using this report to see how your ads perform over time can help you determine whether you need to change your advertising strategy.
Download this report to see how your products within each campaign perform against each other. 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.
Performance over time report
The performance over time report shows a summary of your clicks and spend, as well as your average cost per click over a specific period for all your campaigns.
You can use this report to keep track of your campaign status to see whether your campaigns are running, paused, ended, or terminated. For example, if you find an ended campaign that met all your business goals, you can copy it into a new campaign without an end date to ensure continuous coverage.
Sponsored Brands Ads Reports
Category benchmark report (CBR)
The category benchmark report (CBR) for Sponsored Brands shows your advertising performance with the median (50th percentile) lower performing quartile (Bottom 25%) and top-performing quartile (Top 25%) values achieved by your peers (by retail performance). The report breaks down the metrics by your account’s brands and shows the benchmarks within the specific categories your Sponsored brands campaign where displayed.
CBR insights are available for the previous 90 days.
Search term impression share report (SIS)
The search term impression share report for Sponsored Brands shows, for each search term, the numeric rank of your account-wide impression share relative to all the other advertisers generating impressions on the same term. You can also see the percentage of your share of the total impressions for each search term.
For example, suppose you have a Sponsored Brands ad-attributed impression share of 50% on the search term “mobile” on January 1st. In that case, it means that you won 50% of all the Sponsored Brands impressions the search term “mobile” got on that date, while other advertisers won the remaining 50%. Similarly, if you’re placed 5th in Sponsored Brands ad impressions for the search term “mobile” on January 1st, it means that 4 other advertisers received more Sponsored Brands impressions for the same search term on that date.
SIS insights are available for the previous 65 days.
New to Brand Metrics
Sponsored brand reports include new to brand metrics to enable brand owners to understand how their brand is performing on Amazon. New-to-brand metrics allow you to optimize your Sponsored Brands campaign to drive new customer acquisition for your brands. The metrics available are:
- New-to-brand orders. The number of first-time orders for products within the brand over a one-year lookback window.
- New-to-brand sales. The total sales (in local currency) of new-to-brand orders. You can add this metric to the campaign manager’s performance dashboard and data table.
- % of orders new-to-brand. The percentage of total orders that are new-to-brand orders. You can add this metric to the campaign manager’s performance dashboard and data table.
- % of sales new-to-brand. The total sales (in local currency) of new-to-brand purchases. You can add this metric to the campaign manager’s performance dashboard and data table. You can also view it in the Sponsored Brands downloadable reports.
- New-to-brand units. The number of units from first-time orders for products within the brand over a one-year lookback window.
- % of units new-to-brand. The percentage of total units that are units 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).
While there are many ways to use these metrics, you can start learning how to optimize for customer acquisition by identifying or creating a Sponsored Brand campaign you would like to focus on customer acquisition. When the campaign has at least 14 days of data, review the campaign’s new-to-brand keyword metrics and filter your keywords by acceptable ROAS or ACOS values. For this set of keywords, identify those with the highest % of orders new-to-brand. These keywords are targeting candidates for driving new-to-brand orders.
You should also review the new-to-brand units and sales metrics to identify keywords that generate new-to-brand orders with higher price points and basket sizes. Finally, make sure to monitor the campaign’s new-to-brand performance over time using the performance dashboard and make changes where appropriate.