Performance metrics

Performance metrics are available in the campaign manager interface and from reports that can be downloaded for use in most popular spreadsheet programs.

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In the campaign manager, you have the option to display metrics for today, yesterday, week to date, last week, month to date, last month, year to date, lifetime, or customized (available for the last 90 days). The specific dates included in you displayed metrics are shown as the x-axis of the graph.

Note: The metrics in the campaign manager are updated every hour. Sales and ACOS data takes up to 48 hours to populate and might be incomplete in the "Yesterday" view in Campaign Manager. In this view, Spend is an estimate and can be updated until 3 days after the click occurs, as we validate your click traffic. Learn more about traffic validation

Performance metrics definitions

Budget

Your budget is the average amount you’re willing to spend on your campaign per day. For Sponsored Brands, you also have the option to set a lifetime budget for your campaign. Learn more about budgets

Recommended budget

Budget you should consider to minimize your campaign's chances of running out of budget.

Impressions

An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been served to a user. We provide you the total number of impressions for each campaign and target.

Estimated missed impressions

Estimated additional impressions the campaign might have received if it hadn't run out of budget. This is based on factors that may include estimated missed clicks and historical click-through rate (CTR). It is an estimate, not a guarantee of actual impressions. Some campaigns may not have enough data to provide an estimate.

Top-of-search impression share

The top-of-search impression share (top-of-search IS) metric for a campaign is the percentage of top-of-search impressions the campaign earned of all the top-of-search impressions it is eligible to receive for a given date range. Eligibility for an impression is determined by various factors including campaign status and targeting status. The metric is available for the trailing 90-days. It can take up to 12 hours for your metrics to populate.

This metric is available for Sponsored Brands and Sponsored Products campaigns in the Campaign manager. For Sponsored Products, this metric gives the top-of-search IS for the first page only.

You can use top-of-search IS to understand how effective your campaign is at driving top-of-search impressions. Depending on your objectives for the campaign, this metric can be used as a measure to set and monitor top-of-search impression share targets. For Sponsored Products, you can adjust the bids by placement in the campaign’s placement tab to influence this metric.

Note: Top-of-search impression share is currently not available via an Advertising API or through a downloadable report.

Clicks

A click occurs whenever shoppers click on an ad. The clicks metric is a count of how many times an ad is clicked. We provide you the total number of clicks for each campaign, ad group, and target.

Estimated missed clicks

Estimated additional clicks the campaign might have received if it hadn't run out of budget. This is based on factors that may include historical performance of similar campaigns that didn't run out of budget. It is an estimate, not a guarantee of actual clicks. Some campaigns may not have enough data to provide an estimate.

Spend

The total click charges for a product ad. We provide the spend for each campaign ad group, and target.

Estimated missed spend

Estimated additional spend your campaign might have incurred if it hadn't run out of budget. This is based on the estimated missed impressions and historical cost per click (CPC). It is an estimate, not a guarantee of actual clicks.

Sales

The total product sales generated from clicks. For Sponsored Brands this also includes purchases for your brand's products made by shoppers that clicked on your ad, including sales of any product in your advertised brand made by Amazon and other sellers. Learn more about sales.

Estimated missed sales

Estimated additional sales the campaign might have generated if it hadn't run out of budget. This is based on factors that may include estimated missed clicks and historical sales. It is an estimate, not a guarantee of actual sales. Some campaigns may not have enough data to provide an estimate.

Orders

The number of Amazon orders shoppers placed after clicking on your ads. For Sponsored Products, this includes orders from advertised products as well as other products (advertised or not) within your brand sold by Amazon within 14 days for vendors and 7 days for sellers, excluding third-party sellers. For Sponsored Brands, this includes orders from advertised products and all products (advertised or not) within your brand sold by Amazon and third-party sellers within 14 days. For authors, your KDP orders reports will show you the final orders numbers, which may be different from the number you see in Campaign Manager.

It can take up to 12 hours for your orders metrics to update. As a result, orders metrics may be delayed in the “Today” date range. We recommend waiting until all orders metrics are populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders’ totals. Learn more about sales.

ACOS

Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100). Learn more about ACOS.

ROAS

Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend). Learn more about ROAS.

click-through rate (CTR)

The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks / impressions).

Cost-per-click (CPC)

The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks (spend / clicks).

New-to-brand orders

For Sponsored Brands and Sponsored Display, the number of first-time orders for products within the brand over a one-year lookback window. Learn more about New-to-brand metrics.

New-to-brand sales

For Sponsored Brands and Sponsored Display, the total sales (in local currency) of new-to-brand orders. Learn more about New-to-brand metrics.

% of orders new-to-brand

For Sponsored Brands and Sponsored Display, the percentage of total orders that are new-to-brand orders. Learn more about New-to-brand metrics.

% of sales new-to-brand

For Sponsored Brands and Sponsored Display, the total sales (in local currency) of new-to-brand purchases. Learn more about New-to-brand metrics.

Units sold

For Sponsored Brands, the total number of individual units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window.

Units per order

For Sponsored Brands, the average number of units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window.

Viewable impressions

The number of impressions shoppers viewed as per the MRC viewability standard (50% ad viewable for at least 1 second). This is available when you use optimize for viewable impressions bidding option. Learn more about bid optimizations.

vCPM

The average amount paid for 1000 viewable impressions, calculated as total spend divided by the number of viewable impressions (in thousands). This is available when you use optimize for viewable impressions bidding option. For this option, you’ll enter a bid in terms of “cost per 1000 viewable impressions” or vCPM. This means you only pay when shoppers actually viewed your ad. This is different from CPM billing where charges are based on whether your ads have been viewed or not. Sponsored Display adheres to the MRC definition for an ad view—at least 50% of the ad should have been in the shopper’s viewport for at least 1 second for it to be registered as a viewed impression. Learn more about bid optimizations.

Sales per order

For Sponsored Brands, the average value of Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window.

Performance metrics for Sponsored Brands video

Viewable impressions

Views is the number of impressions that met the MRC viewability standard (50% viewable with 2 seconds playback completed).

VTR

View-through-rate (views/impressions).

vCTR

Clicks-through-rate for views (clicks/views).

CPV

Cost-per-view (campaign spend/views).

5 second view

The number of impressions where the shopper watched the complete video or 5 seconds (whichever is shorter).

5 second view rate

The percentage of impressions where the shopper watched the complete video or 5 seconds (whichever is shorter).

Video first quartile

The number of impressions where the video was viewed to 25%.

Video midpoint

The number of impressions where the video was viewed to 50%.

Video third quartile

The number of impressions where the video was viewed to 75%.

Video complete

The number of impressions where the video was viewed to 100%.

Unmutes

The number of impressions where a shopper unmuted the video.