Geographic Analysis

Author: Kadence Leung

Last Update：2026/04/19

 

Introduction

Standard ad reports show your overall success, but they don't tell you where your customers are located. The Geographic Analysis model maps your performance across different states and regions, allowing you to see exactly where your brand has high penetration and where you have room to grow.

By comparing metrics like ROAS, Reach, and Branded Search across different locations, you can move away from a "one-size-fits-all" national strategy and start allocating DSP budget to the specific regions that drive the most profit.

Use this data to answer:

• Which states or regions have the highest ROAS for my products?

• Are there "hidden" regions where my brand is popular, but I'm not spending enough budget?

• How does shopping behavior in specific regions change across the four seasons?

• Is my ad reach actually reaching my target market’s geographic hotspots?

 

When to Use This Report

Pull this report when you are ready to move from general campaign management to high-level regional optimization:

• Regional Budget Allocation: If California has a 5.0 ROAS while Texas has a 2.0, you can shift your DSP budget to the higher-performing state for better overall efficiency.

• Identify Growth Potential: Find regions with high "Branded Search" volume but low "Total Purchase" volume—these are areas where people know your brand, but you might need a stronger retargeting push to close the sale.

• Seasonal Product Launches: If you sell seasonal items (like winter gear or sunblock), use the trend chart to see exactly when demand spikes in different regions so you can time your ad spend perfectly.

 

How to Use It

The dashboard is highly interactive. Clicking on one element filters the rest of the page.

1. The Geographic Heatmap This is your visual guide. The darker the color, the higher the performance for the metric you’ve selected (e.g., darker blue for higher sales).

• Deep Dive: Click on up to 5 states to highlight them. This instantly updates the cards and charts to show only the data for those specific areas.

• Exclude Outliers: Use the legend in the corner to filter out states with tiny data volumes that might be skewing your averages.

2. The Data Cards & Bar Chart

• The Cards: These show your top 5 KPIs. You can drag and drop different metrics (like ATC or NTB Sales) into these cards via the edit menu.

• The Bar Chart: This ranks every region from best to worst. It’s the fastest way to see your "Top 10" and "Bottom 10" performing states.

3. The 12-Month Trend Chart This chart shows how your performance has changed over the past year.

• Compare Regions: If you select a specific state on the map, this chart will show that state's performance compared to the national average. This is perfect for seeing if a regional event (like a local promotion) actually moved the needle.

 

Strategic Scenarios

 

FAQ

Q: Why are some regions on the map grayed out?

A: This usually happens because of privacy thresholds or your own filters. If a region has very few shoppers, Amazon may hide the data to protect privacy. Alternatively, you may have set a "Min/Max" filter in the sidebar that this region doesn't meet.

 

Q: Why is the ROAS in a small state (like Rhode Island) suddenly jumping up and down?

A: This is a "sample size" issue. In regions with low traffic, one or two big purchases can make the ROAS look incredible, while one quiet week makes it look terrible. Always look at the Reach UV to make sure there's enough data to trust the trend.

 

Q: Does this model include Sponsored Products (SP) or Sponsored Brands (SB)?

A: Currently, this specific geographic model is built for Amazon DSP data. If you want to see geographic trends for Sponsored Ads, you would need a custom model setup.

 

Q: How accurate is the "Location" data?

 A: Geographic data is based on the shopper's shipping address or IP location. While highly accurate for identifying states and provinces, it should be used as a strategic guide for trends rather than a perfect 1:1 match with your internal sales tax reports.

 

 

Glossary

Type	Term	Description
Dimension	State	State or province of country
	Advertiser	DSP advertiser or entity of Sponsored Ads
	Marketplace	The marketplace where ads are displayed
	Country	Country of advertisement
Metrics	Time Node	Month
	UV	Unique Viewer
	Total Cost	Total Cost of ads
	Impressions	Number of impression events
	Click-throughs	Number of click events
	Branded Search	Number of branded search events
	Reach UV	Deduplicated number of impression users
	Click-throughs UV	Deduplicated number of click users
	Branded Search UV	Deduplicated number of branded search users
	Total ATC	Number of add-to-cart events
	Total ATC UV	Deduplicated number of add-to-cart users
	Total DPV	Number of detailed page view events
	Total DPV UV	Deduplicated number of detailed page view users
	Total NTB Product Sales	Total New-to-Brand Product Sales
	Total NTB Purchase	Total New-to-Brand Purchase
	Total NTB Purchase UV	Deduplicated number of new-to-brand purchase users
	Total Product Sales	Total Product Sales
	Total Purchase	Total Purchase
	Total Purchase UV	Deduplicated number of purchase users
	CTR	Click-through Rate (Click-throughs/Impressions)
	CTR UV	Unique Click-through Rate (Click-throughs UV/Reach UV)
	eCPC	Effective Cost per Click (Total Cost/Click-throughs)
	eCPC UV	Effective Cost per Unique Click (Total Cost/Click-throughs UV)
	Branded Search Rate	Branded Search Rate (Branded Search/Impressions)
	Branded Search Rate UV	Unique Branded Search Rate (Branded Search UV/Reach UV)
	CPBS	Cost per Branded Search (Total Cost/Branded Search)
	CPBS UV	Cost per Unique Branded Search (Total Cost/Branded Search UV)
	eCPM	Effective Cost per Thousand Impressions (Total Cost/Impressions*1000)
	Total ATCR	Add-to-Cart Rate (Total ATC/Impressions)
	Total ATCR UV	Unique Add-to-Cart Rate (Total ATC UV/Reach UV)
	Total ATV	Average Transaction Value (Total Product Sales/Total Purchase UV)
	Total CPATC	Cost per Add-to-Cart (Total Cost/Total ATC)
	Total CPATC UV	Cost per Unique Add-to-Cart (Total Cost/Total ATC UV)
	Total CPDPV	Cost per Detailed Page View (Total Cost/Total DPV)
	Total CPDPV UV	Cost per Unique Detailed Page View (Total Cost/Total DPV UV)
	Total CPP	Cost per Purchase (Total Cost/Total Purchase)
	Total CPP UV	Cost per Unique Viewer Purchase (Total Cost/Total Purchase UV)
	Total DPVR	Detailed Page View Rate (Total DPV/Impressions)
	Total DPVR UV	Unique Detailed Page View Rate (Total DPV UV/Reach UV)
	Total NTB CPP	Cost per New-to-Brand Purchase (Total Cost/Total NTB Purchase)
	Total NTB CPP UV	Cost per Unique Viewer New-to-Brand Purchase (Total Cost/Total NTB Purchase UV)
	Total NTB PR	New-to-Brand Purchase Rate (Total NTB Purchase/Impressions)
	Total NTB PR UV	Unique New-to-Brand Purchase Rate (Total NTB Purchase UV/Reach UV)
	Total NTB ROAS	New-to-Brand Return on Ad Spend (Total NTB Product Sales/Total Cost)
	Total PR	Purchase Rate (Total Purchase/Impressions)
	Total PR UV	Total Unique Viewer Purchase Rate (Total Purchase UV/Reach UV)
	Total ROAS	Return on Ad Spend (Total Product Sales/Total Cost)

 

Video Tutorial