Search...
Menu

Campaign Performance and Structure Audit

Overview

Xnurta AI Audit helps you identify optimization opportunities by analyzing key performance indicators such as keyword relevance, ad spend efficiency, and conversion rates. By evaluating these critical metrics, the audit helps to pinpoint areas for improvement, ensuring your campaigns are aligned with your advertising goals and maximizing ROI.

Based on the target parent ASIN selected by the user, Xnurta analyzes the ongoing campaigns for that ASIN, taking into account the current campaign structure and performance over the past 14 days, and provides detailed audit results. 
 

When do I need a campaign audit?

  1. Launch or restructure ad campaigns for your main selling products when first initiating a campaign audit.
  2. Audit your campaigns approximately 14 days after launching them to evaluate early performance and detect potential issues.
  3. Identify inefficiencies and optimization opportunities for products with high ACOS.
  4. Assess if any adjustments are needed based on ASIN-specific performance.
  5. Evaluate if your ad campaigns are ready for AI management and further automation.

 

Audit Types

Category

 Type Standard
Structure Promote product split delivery Within the same ad group, promoted products include only products under a single parent ASIN
Targets match type split delivery Within the same ad group, only one type of targets match is included
Branded vs unbranded targets split delivery Branded and unbranded targets should be delivered in separate advertising campaigns
Complete strategy coverage In the case of sufficient budget, the delivery strategy should be comprehensive enough
Targets spending balance Each target in the campaign should have sufficient budget
Performance Budget Analysis Effectively allocate budgets across campaigns and increase budget coverage during high-conversion periods.
Targeting Type Analysis Allocate more budget to better-performing targeting strategies.
Placement Analysis Increase the proportion of spending on more efficient placements.
Promoted Product Analysis Allocate more budget to high-performing promoted products.
Search Term Analysis Increase the proportion of spending on high-performing traffic.

 

Supported Ad type

All SP campaigns (Has authorized SP-API)
 
 

Get Started

1. Create an audit task

1.1 Select the parent ASIN to audit
šŸ’” For first-time users unsure of where to start with the audit, Xnurta will recommend products based on their recent performance within the selected profile. The suggested categories currently include: high spending, high ACOS, and no sales. After selecting the relevant products, you can create tasks in bulk.
 
1.2 Set the report update frequency.
Currently, we support monthly and weekly automatic updates, or manual updates.
 

2. Task Management

 

You can view all created tasks in the task list and perform the following operations (limit of 20)

  • Create new tasks

  • Manage task status (Activate, Pause). Paused tasks do not support updates

  • Edit tasks (edit task name, product objects, update frequency)

  • Manual update (update audit report based on the latest data)

  • Delete tasks

 

3. Audit Reports

3.1 Product Audit Result

Audit results will be shown as Excellent, Average, or Poor.

Wonder if your campaigns are ready for Xnurta AI?

  • If the audit result is excellent šŸ„³, it is recommended to create a new managed group, associate existing advertising campaigns, and enable AI management (or choose to join an existing managed group).

  • If the parent ASIN audit result is average šŸ˜, it is recommended to manually optimize the advertising structure according to the suggestions, then create a new managed group, associate existing advertising campaigns, and enable AI management.

  • If the parent ASIN audit result is pooršŸ˜“, it is recommended to use Xnurta Smart Creation to rebuild a complete advertising structure.
 
 

3.2 Performance Overview 

Visualize the relationships between various metrics and their Period over period performance using a structured diagram. Expand sub-metrics under the final node to view additional influencing factors when trends are negative.

Click on a metric to see detailed performance in the right-hand panel, with the option to select multiple metricsIf a metric shows a negative trend, view the top 10 ad objects with biggest impact (including promoted products, targeting, search terms, and their respective ad groups)

 

Benchmark you key metrics:

  • Excellent performance: Top 40% of products in the category.
  • Average performance: 20-60% of products in the category.
  • Poor performance: Bottom 20% of products.

3.3 Performance Audit

Budget analysis

  • "Normal" Result: Indicates no issues in this audit type.

  • "Optimizable" Result: All campaigns with budget insufficiency issues over the past 14 days and their budget active times. Click on campaigns with surplus budgets in the pie chart to see their spending ratio. And view Audit Suggestion to address the issue.

Click on a campaign to view its spending distribution over recent periods.

Targeting type analysis

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result, expands to show:Comprehensive performance comparison of each targeting type over the past 14 days. Click on daily trends to view performance trends. And view Audit Suggestions to address the issue.

Placement analysis

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show: Comprehensive performance comparison of each placement over the past 14 days. Click on daily trends to view performance trends.

Promoted product analysis

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:Visualize promoted product efficiency over the past 14 days in a scatter plot. You can switch metrics for the vertical axis and bubble size (high-potential and inefficient areas will adjust accordingly).Hovering over a bubble to viewdetailed information about the promoted product.

Search term analysis

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:A list of search terms with sales contributions over the past 14 days but not yet targeted, showing the top 5 by default. Click "View more" to navigate Ad Management and see all such search terms.
  • Inefficient search terms over the past 14 days:
    • No Orders: Search terms that have spent more than the average cost per order (CPO) but resulted in 0 orders.
    • Low Conversion: Search terms with conversion rates lower than the parent ASIN's average.
    • High ACOS: Search terms with ACOS higher than the average ACOS for the parent ASIN.

3.4 Structure Audit

Promote product split delivery

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:all campaigns with this anomaly. Each advertising campaign's advertised products (parent ASIN) and audit recommendations are displayed. Click to view specific advertised products (down to child ASIN) by ad group.

Targeting Match type split delivery

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:all campaigns with this anomaly. Each advertising campaign's targets matching methods and audit recommendations are displayed. Click to view specific targeting by ad group.

Branded/ Unbranded Targets split delivery

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:all campaigns with this anomaly. Each advertising campaign's branded targets quantity and unbranded targets quantity are displayed. Audit recommendations are shown. Click to see specific targeting and brands.

Complete Strategy Coverage

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:all strategies based on the current parent ASIN's lifecycle, competitiveness, and spending ability recommended by Xnurta. Overlap between current strategies and recommended strategies is shown. Audit recommendations are provided. Click to view details by strategy. Covered: specific targets matched, including advertising campaigns and ad groups. Uncovered: Xnurta target recommendation list.

Target Spending Balance

  • "Normal" Result: Indicates no issues in this audit type.
  • "Optimizable" Result,expands to show:all advertising campaigns with this anomaly. Each advertising campaign's high-spending targets list and the spending ratio are shown. Click to view the classification of specific targets (high spending, others), spending, spending ratio, and exposure, with 14-day performance data for each indicator.

3.5 Audit Recommendations

Based on the product audit results and provided recommendations. You may quick create a AI managed campaign by clicking the 'smart creation' button. 

 

3.6 Quickly switch to other reports

 

4. FAQ

  1. Why does my report not have performance audit results?
Performance audit is only applicable to all tasks updated or created after October 20, 2024, and will automatically have performance audit results. If the customer has existing tasks and wants to obtain the most comprehensive report (including structure and performance), they need to manually update the existing tasks.

  1. How are the product category and the benchmark for those categories determined?

Benchmark data will utilize the data from Xnurta's existing clients, balancing the practical needs for data sufficiency and reference value.
 
When selecting benchmark categories, we will strive to minimize the difference between the current minimum BSR category node's real data and ensure a certain level of data sufficiency to enhance the data's reference value. The data sufficiency of a category will be calculated based on reference values such as the number of accounts and ASINs associated with that category in Xnurta. If the current parent ASIN's minimum BSR category meets the sufficient requirements, it will be used as the benchmark category. Otherwise, we will search upward through the category tree to find a parent category node until its data meets the sufficiency requirements.
 
Ultimately, the performance of the benchmark category will be calculated using the ASIN-level data of all subcategory nodes under the associated benchmark category node, with no restrictions on the ASIN's average order value.
 

     3.  Why does my report show "No Results"?

There are several reasons why a audit report may have no results:

  1. No Active Campaigns or Ad Groups: The product does not have any active campaigns or ad groups.
  2. No Data in the Last 14 Days: Audit tasks depend on AMS data, which requires at least 3 days of collection after authorization. Reports may show no results if data is insufficient during this period.
  3. No Spend in the Last 14 Days: The product has not incurred spend during this time.
Previous
Recommendations: AI-powered suggestions to optimize your ads
Next
Upgraded of AI Managed Campaign Page
Last modified: 2025-01-23Powered by