Scope:

Monitor and analyze the performance of your DSP Audiences on Advertiser, Order and Line Item level.


Important Note: 

  • The data for the current day is excluded as Amazon does not provide real-time data.

  • Please note that campaign totals do not match performance data, as one shopper can be assigned to multiple segments/audiences. 


The DSP Performance Report is divided into several sections.

  • Filters

  • KPIs

  • Development of KPIs (day, month, year)

  • Performance Insights


1. Filters



Date Use the calendar function or date picker in order to choose the time period you want to analyze. Make sure to click on one specific day to adjust the date. 
Targeting methodFilter by Targeting method:
- behavioral
- untargeted
(The targeting settings applied to the campaign. Examples include segments, content categories, and untargeted if no settings were applied. )
AdvertiserFilter by Advertiser
OrderFilter by Order
Line Item Filter by Line Item:
- AAP Mobile
- Desktop AAP
- Desktop O&O
- Mobile O&O
GoalFilter by Goal:
- Awareness
- Consideration
- Remarketing
Category Filter by Category 

2. KPIs

ImpressionsThe 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.
Detail Page Views (DPV)Number of detail page views for promoted products, attributed to an ad view or click. Use Total DPV to see all conversions for the brands' products. 
Detail Page View Rate (DPVR)
Detail page view rate for promoted products relative to the number of ad impressions. (DPV / Impressions = DPVR) Use Total DPVR to see all conversions for the brands' products. 
Add to Cart (ATC)Number of times shoppers added a promoted product to their cart, attributed to an ad view or click. Use Total ATC to see all conversions for the brands' products. 
Add to Cart Rate (ATCR)Rate of Add to Cart conversions relative to the number of impressions. (ATCR = ATC / Impressions) Use Total ATCR to see all conversions for the brands' products
Costs
The total amount of money spent on running the campaign not including 3P fees paid by the agency.
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.
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)
eCPVCThe average cost to acquire a Video complete conversion (eCPVC = Total cost / Video complete)



3. Audience Insights


In this section (Audience Insights), you get an overview of your audience performance on order level. If you click on the plus sign of your order, the segments (/audiences) will be displayed. With a click on the segment name, the Line Item level will be displayed as well.

There are different types of Segments: 

- Custom-build:  Amazon Stores (Brand Store Views), Product (Product Views, Similar Product Views, Product Purchases), Brand (Brand & Similar Brand Views)

- IM: In-market

- LS: Lifestyle, Interest & Live event

- DEMO: Demographic 

- Advertiser audiences: Pixel


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: 

                        - Data with current layout: data as shown layout as a table

                        - Summarized data: data as shown in the table

                        - Underlying data: all data from the whole report