Scope:
Monitor and analyze your DSP campaign performance on Advertiser, Order, Line Item, and Creative level.
Important Note:
The data for the current day is excluded as Amazon does not provide real-time data.
The DSP Performance Report is divided into several sections.
Filters
KPIs
Development of KPIs (day, month, year)
Performance Insights
1. Filters
2. KPIs
The filters selected in the first section are applied to the KPIs displayed in this section.
| Impressions | The number of times the ad was displayed, excluding general invalid traffic or more. A traffic quality filter removed the potentially fraudulent, non-human, and other illegitimate impressions. |
| Clicks | The number of times the ad was clicked, excluding general invalid traffic or more. A traffic quality filter removed potentially fraudulent, non-human, and other illegitimate clicks. |
| Click-Through Rate (CTR) | The number of click-throughs relative to the number of impressions. |
| Total Detail Page Views (T.DPV) | Total Detail Page Views (T.DPV) Number of detail page views for all the brands’ products, attributed to an ad view or click. |
| Total Detail Page View Rate (T.DPVR) | Detail page view rate for the brands’ products, relative to the number of ad impressions. (Total DPV / Impressions = Total DPVR) |
| Costs | The total amount of money spent on running the campaign not including 3P fees paid by the agency. |
| Sales | Sales (in local currency) of promoted products, attributed to an ad view or click. Use Total product sales to see all conversions for the brands' products. |
| ROAS | Return on advertising spend for promoted products, measured as ad-attributed sales for promoted products per local currency unit of ad spend. (ROAS = Product sales / Total cost) Use Total ROAS to see all conversions for the brands' products. |
| Purchases | Number of times any quantity of a promoted product was included in a purchase event, attributed to an ad view or click. Purchase events include new Subscribe & Save subscriptions and video rentals. |
| Purchase Rate (PR) | Rate of ad-attributed purchase events for promoted products, relative to ad impressions. (Purchase rate = Purchases / Impressions) Use Total purchase rate to see all conversions for the brands' products. |
| New to Brand Sales % | Percent of ad-attributed purchases for promoted products that were new to brand. Use Total percent of purchases new-to-brand to see all conversions for the brands' products. |
| eCPM | The total cost per thousand impressions. |
| Total Sales | Sales (in local currency) of the brands’ products, attributed to an ad view or click. |
| Total ROAS | Return on ad spend, measured as ad-attributed sales for the brands’ products per local currency unit of ad spend. (Total ROAS = Total product sales / Total cost) |
| Total Purchases | Number of times any quantity of a brand product was included in a purchase event, attributed to an ad view or click. Purchase events include new Subscribe & Save subscriptions and video rentals. |
| Total Purchase Rate (T.PR) | Rate of ad-attributed purchase events for the brands' products relative to ad impressions. (Total purchase rate = Total purchases / Impressions) |
| Total New to Brand Share (T.NTBS) % | Percent of purchase conversions for the brands’ products that were new to brand. |
| Video Start (VS) | The number of times a video ad was started. |
| Video Complete (VC) | The number of times a video ad played to completion. If rewind occurred, completion was calculated on the total percentage of unduplicated video viewed. |
| Video Completion Rate (VCR) | The number of video completions relative to the number of video starts. (Video completion rate = Video complete / Video start) |
| Video Pause | The number of times a user paused the video ad. |
| Video Resume | The number of times a user unpaused the video ad. |
| eCPVC | The average cost to acquire a Video complete conversion (eCPVC = Total cost / Video complete) |
3. Development of KPIs
All the selected KPIs from the KPI section are displayed here including their development over time.
With the help of the drill-up function (marked green), you have the possibility to view the data on a monthly and yearly level.
4. Performance Insights
In this section (Performance Insights), you get an overview of your campaign performance on order level. If you click on the plus sign of your order, the performance on the line item level will be displayed. With a click on the line item name, the creative level will be displayed as well.
In this overview, you can also select a certain order, line item, or creative and the whole report data will be filtered for the selected performance (the rest will be hidden). To unselect the filter you have to click on the selected Line again.
Also here you can view the data on a Line Item and Creative level with the help of the drill-up function (green).
The three dots (marked green) offer the possibility to download the shown data as an Excel- or CSV-file (export can take several seconds). Here, you have two options:
- Summarized data: data as shown in the table
- Data with current layout: data as shown layout as a table
- Underlying data: all data from the whole report
