1. Ads metrics
Ads metrics are mainly displayed in Ads Management, AI Copilot, or on the Dashboards.
1.1 Common metrics for all campaign types
| Common metrics | Description of metrics |
| ACOS | ACOS, Advertising cost of sales. ACOS=Spend/Sales, You can calculate the percentage of your sales you spend on advertising by dividing the number of sales attributed to your ads. Attribution varies from campaign to campaign. |
| ROAS | ROAS, Return on ad spend, ROAS=Sales/Spend (The system calculates the amount automatically). The revenue you receive from your advertising investment. Attribution varies by campaign type. |
| Spend | Spend, From the Amazon Advertising API. Amazon will remove invalid clicks within 3 days from spend statistics. The spend of last three days may change due to the removal of invalid clicks. |
| Sales | Seller: Sales, From the Amazon Advertising API. The sales from advertised products and other products within your brand sold by Amazon after ads were clicked within 7 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. Vendor: Sales, From the Amazon Advertising API. The sales from advertised products and other products within your brand sold by Amazon after ads were clicked within 14 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. |
| Orders | Seller: Orders, From the Amazon Advertising API. The number of orders from advertised products and other products within your brand sold by Amazon after ads were clicked within 7 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders totals. Vendor: Orders, From the Amazon Advertising API. The number of orders from advertised products and other products within your brand sold by Amazon after ads were clicked within 14 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders totals. |
| Units(Units Sold) | Seller: Units, From the Amazon Advertising API. The number of units from advertised products and other products within your brand sold by Amazon after ads were clicked within 7 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from units totals. Vendor: Units, From the Amazon Advertising API. The number of units from advertised products and other products within your brand sold by Amazon after ads were clicked within 14 days (Sponsored Products), within 14 days (Sponsored Display) and viewed or clicked (DSP) within 14 days. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from units totals. |
| CPC | CPC, Cost per click, CPC=Spend/Clicks, calculated by the system. Not available for Sponsored Display vCPM campaigns. |
| CPA | CPA, Average Cost per Ads Order, CPA=Spend/Orders (The system calculates the amount automatically). |
| Impressions | Impressions, From the Amazon Advertising API. The number of times of your ads were displayed. |
| Clicks | Clicks, From the Amazon Advertising API. The number of times of your ads were clicked. Note: Once identified, it may take up to 3 days to remove invalid clicks. |
| CTR | CTR, Click-through-rate, CTR=Clicks/Impressions, calculated by the system. |
| CVR | CVR, Conversion Rate, CVR=Orders/Clicks, The system calculates the amount automatically. Not available for Sponsored Display vCPM campaigns. |
| Sales Same SKU | From the Amazon Advertising API. Sales attributed from promoted products in your campaign. |
| Sales Other SKU | The system calculates the amount automatically, Sales - Sales Same SKU. |
| Orders Same SKU | From the Amazon Advertising API. Orders attributed from promoted products in your campaign. |
| Orders Other SKU | The system calculates the amount automatically, Orders - Orders Same SKU. |
| Units Same SKU | From the Amazon Advertising API. Units attributed from promoted products in your campaign. |
| Units Other SKU | The system calculates the amount automatically, Units - Units Same SKU. |
1.2 Special metrics for different campaign types
The following metrics are unique to a certain campaign type.
| Metrics | Campaign types | Description |
| Avg.time in budget | SP | The daily average percentage of active time that your campaign covered by budget. |
| Est.missed Impressions | SP | From the Amazon Advertising API. The estimated additional impressions the campaign would have received if it hadn't run out of budget. It is estimated, not guaranteed, based on factors such as potential missed clicks and historical click-through rates (CTRs). Some campaigns may not have sufficient data to provide an estimate. (suggest to use Sufficient). |
| Est.missed Clicks | SP | From the Amazon Advertising API. The estimated additional clicks the campaign would have received if it hadn't run out of budget. It is estimated, not guaranteed, based on factors including historical performance of similar campaigns that did not run out of budget. Some campaigns may not have sufficient data to provide an estimate. |
| Est.missed Sales | SP | From the Amazon Advertising API. The estimated additional sales the campaign would have generated if it hadn't run out of budget. It is estimated, not guaranteed, based on factors including estimated missed clicks and historical sales. Some campaigns may not have sufficient data to provide an estimate. |
| Viewable Impressions | SB、SD | From the Amazon Advertising API. Number of impressions that meet the Media Ratings Council (MRC) viewability standard. |
| Viewable Impressions Rate | SB、SD | From the Amazon Advertising API, Viewable Impressions Rate=Viewable Impressions/Impressions |
| vCPM | SB、SD | vCPM=Spend/Viewable Impressions*1000, calculated by the system. |
| DPV | SB、SD | From the Amazon Advertising API, The number of attributed detail page views occurred within 14 days after ads were clicked (Sponsored Brand), and within 14 days after ads were viewed or clicked (Sponsored Display). |
| DPVR | SB、SD | Detail Page Views Rate, The system calculates the amount automatically, DPVR=DPV/Impressions. |
| NTB Orders | SB、SD | From the Amazon Advertising API. Over a one-year lookback period, the number of first-time orders for brand products. Not available for book vendors. |
| % of NTB Orders | SB、SD | The percentage of total orders that are new-to-brand orders. Not available for book vendors. Sponsored Brand: From the Amazon Advertising API. Sponsored Display: % of NTB Orders = NTB Orders / Orders *100% (The system calculates the amount automatically). |
| NTB Sales | SB、SD | From the Amazon Advertising API. The total sales of products within your brand by first time purchase of new-to-brand users within a year. |
| % of NTB Sales | SB、SD | Percentage of sales by new-to-brand of overall sales. Sponsored Brand: From the Amazon Advertising API. Sponsored Display: % of NTB sales = NTB Sales / Sales *100% (The system calculates the amount automatically). |
| NTB Units | SB、SD | From the Amazon Advertising API. The total number of attributed units by new-to-brand users within 14 days after ads were clicked. |
| % of NTB Units | SB、SD | Percentage of sales by new-to-brand of overall sales. Sponsored Brand: From the Amazon Advertising API. Sponsored Display: % of NTB units = NTB Units / Units *100% (The system calculates the amount automatically). |
| Video First Quartile Views | SBV、SD | From the Amazon Advertising API. The number of impressions where the video was viewed to 25%. |
| Video Midpoint Views | SBV、SD | From the Amazon Advertising API. The number of impressions where the video was viewed to 50%. |
| Video Third Quartile Views | SBV、SD | From the Amazon Advertising API. The number of impressions where the video was viewed to 75%. |
| Video Complete Views | SBV、SD | From the Amazon Advertising API. The number of impressions where the video was viewed to 100%. |
| Video Unnutes Views | SBV、SD | From the Amazon Advertising API. The number of impressions where a customer unmuted the video. |
| VTR | SBV、SD | From the Amazon Advertising API. View-through-rate (views/impressions). |
| vCTR | SBV、SD | From the Amazon Advertising API. Clicks-through-rate for views (clicks/views). |
| Video 5 Second Views | SBV | From the Amazon Advertising API. The number of impressions where the customer watched the complete video or 5 seconds (whichever is shorter). Sponsored Brands video-only metric. |
| Video 5 Second Views Rate | SBV | From the Amazon Advertising API. The percentage of impressions where the customer watched the complete video or 5 seconds of the video (whichever is shorter). Sponsored Brands video-only metric. |
| Orders(Click) | SD | From the Amazon Advertising API. Orders attributed to clicks. The total number of attributed orders from advertised products as well as other products occurring within 14 days of an ad click. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders totals. |
| Orders(vCPM) | SD | From the Amazon Advertising API. Orders attributed to views or clicks. The total number of attributed orders from advertised products as well as other products occurring within 14 days of an ad click or view. Only relevant for Sponsored Display vCPM campaigns. It can take up to 12 hours for your orders data to update. As a result, this data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. |
| Units(Click) | SD | From the Amazon Advertising API. Units attributed to clicks. The total number of attributed units ordered from advertised products as well as other products occurring within 14 days of an ad click. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from units totals. |
| Units(vCPM) | SD | From the Amazon Advertising API. Units attributed to views or clicks. The total number of attributed units from advertised products and other products within your brand sold by Amazon after ads were viewed or clicked. Only applicable to SD ads charged by vCPM. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. |
| Sales(Click) | SD | From the Amazon Advertising API. The sales from advertised products and other products within your brand within 14 days after ads were clicked. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. |
| Sales(vCPM) | SD | From the Amazon Advertising API. Sales attributed to views or clicks. The sales from advertised products and other products within your brand sold by Amazon after ads were viewed or clicked. Only applicable to SD ads charged by vCPM. The data's update will be delayed up to 12 hours by Amazon. Due to this fact, campaign performance data may be delayed in the Today date range. We recommend waiting until all orders data is populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from order totals. |
| DPV(Click) | SD | The detail page views within 14 days after ads were clicked. Only applicable to SD ads charged by vCPM. |
| DPV(vCPM) | SD | The detail page views within 14 days after ads were viewed or clicked. Only applicable to SD ads charged by vCPM. |
2. Product metrics
Product metrics mainly come from the SP-API of Amazon or advertising data of promoting products, mainly displayed in the Product center or on the Dashboards. Some metrics are only displayed in stores of specific store type.
| Metrics | Store types | Description |
| Total Sales | Seller | Metric of Seller Store. Total sales, data retrieved from Amazon SP-API. Caculation result of product unit price applied during the selected time period multiplies the number of units sold. |
| Total Orders | Seller | Seller Store Metric of total orders retrieved from Amazon SP-API. Displays the total number of SKU orders during the selected time period. Due to occasions when buyers purchase multiple products in a single order, there may be a false escalation when aggregating orders based on ASIN or higher dimensions |
| Total Units | Seller | Seller Store Metric of total product units retrieved from Amazon SP-API. Displays the total number of SKU Units sold during the selected time period. |
| Spend | Seller/Vendor | The advertising spend of current promotional SKUs, retrieved from Amazon's advertising API. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. |
| Average Order Price | Seller | Metric of Seller Store. Calculated by the system，Total Sales/Total Orders |
| Ads Sales | Seller/Vendor | SKU sales as a promotional product, including the sales of other SKUs generated by the promotional product, retrieved from Amazon's advertising API. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. Includes the sales attributed to view through via Sponsored Display (SD) campaigns containing vCPM. |
| Ads Sales Same SKU | Seller/Vendor | SKU sales as a promotional product, retrieved from Amazon's Advertising API. Sales of other SKUs generated by the promotional product are excluded. |
| Ads Orders | Seller/Vendor | SKU orders as a promotional product, including the orders of other SKUs generated by the promotional product, retrieved from Amazon's advertising API. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. Includes orders attributed to view through via Sponsored Display (SD) campaigns containing vCPM. |
| Ads Orders Same SKU | Seller/Vendor | SKU orders as a promotional product, retrieved from Amazon's advertising API. Orders of other SKUs generated by the promotional product are excluded. |
| Ads Units | Seller/Vendor | SKU units as a promotional product, including the units of other SKUs generated by the promotional product, retrieved from Amazon's advertising API. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. Includes the units attributed to view through via Sponsored Display (SD) campaigns containing vCPM. |
| SP Ads Units Same SKU | Seller/Vendor | Calculates only Sponsored Product (SP) ads. Other SKU ad units generated by this product are excluded. |
| ACOS | Seller/Vendor | Calculated by the system, Spend/Ads Sales. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| TACOS | Seller/Vendor | Calculated by the system，Advertising cost of Total sales (TACOS), TACOS=Spend/Total Sales .The statistical range of spend is Sponsored Products(SP) and Sponsored Display (SD) |
| TACOS Alert | Seller/Vendor | TACOS Alert. It is used to cap the maximum TACOS of AI optimization and can be set according to your product cost and operating status |
| ROAS | Seller/Vendor | Calculated by the system, Ads Sales/Spend. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| CPC | Seller/Vendor | Calculated by the system, Spend/Clicks. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| Impressions | Seller/Vendor | Impressions of this SKU as a promotional product, retrieved via Amazon's advertising API. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. |
| Clicks | Seller/Vendor | Clicks of this SKU as a promotional product. Only Sponsored Products (SP) and Sponsored Display (SD) are supported. |
| CTR | Seller/Vendor | Calculated by the system, Clicks/Impressions. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| Ads CVR | Seller/Vendor | Calculated by the system, Ads Orders/Clicks. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| CPA | Seller/Vendor | Calculated by the system, Spend/Ads Orders. The statistical range is Sponsored Products(SP) and Sponsored Display (SD) |
| CPO | Seller | Seller Store Spend / Total Orders. When the data is aggregated by ASIN or higher dimensions, the total order cost may be lower than the actual value due to a false high total order volume. |
| Unit Session Percentage | Seller | Metric of Seller Store. System calculation, Total Units/Sessions. |
| Sessions | Seller | Metric of Seller Store. Visits to your Amazon product detail pages by a customer within a 24-hour period, from Amazon SP-API. A user might view your pages many times on a single visit, resulting in a higher number of page views than sessions in your reports. |
| Page View | Seller | Metric of Seller Store. The number of visits to your product listing in the selected time period, from Amazon SP-API Users may visit your product page multiple times in the same time period, making the number of page views higher than the number of sessions |
| Featured Offer (Buy Box) Percentage | Seller | Metric of Seller Store. The percentage of page views where the Featured Offer (the "Add to shopping cart" link) appeared on the page for customers to add your product to their cart. This percentage will be less than 100% if the page view occurred when: The product was out of stock. The Featured Offer would result in the customer purchasing from another seller. Your product was not available for purchase using the Featured Offer. |
| FBA Inventory | Seller | Metric of Seller Store. The number of products for sale, data retrieved from Amazon SP-API, representing the FBA available inventory now. |
| FBM Inventory | Seller | Metric of Seller Store. The FBM inventory for the current date. |
| Ordered Revenue | Vendor | Metric of Vendor Store. Ordered product sales in the selected time frame. Adjustments are made for returns. This field is populated when distributorView is MANUFACTURING. |
| Ordered Units | Vendor | Metric of Vendor Store. Number of units ordered by Amazon customers. This field is populated when distributorView is MANUFACTURING. |
| Shipped Revenue | Vendor | Metric of Vendor Store. Revenue based on units shipped in the selected time frame. Adjustments are made for returns. |
| Shipped Units | Vendor | Metric of Vendor Store. Number of units shipped to Amazon customers. |
| Shipped Cogs | Vendor | Metric of Vendor Store. Revenue based on the cost of goods sold. Adjustments are made for returns. |
| Customer Returns | Vendor | Metric of Vendor Store. The quantity of units returned. |
| Average Selling Price | Vendor | Metric of Vendor Store. Ordered Revenue/Ordered Units |
| Net PPM | Vendor | Metric of Vendor Store. A measure of Amazon's profitability considering Amazon's wholesale cost and vendor-funded cooperative marketing funds: (Product Revenue – Product COGS – Vendor Funded Coop) / Product Revenue. |
| Glance Views | Vendor | Metric of Vendor Store. The number of customer views of the product detail page. |
| Unavailability % | Vendor | Metric of Vendor Store. The out of stock rate on all products that are procurable. This is calculated by out of stock glance views on a procurable ASIN divided by the total glance views. |
3. Explanation of other proper nouns
| Related pages | Proper noun | Definition |
| Common scenarios | Period-over-period Comparison | Period-over-period comparison = (current period data - equal length previous period data)/previous period * 100%. When there is no previous period data, Period-over-period comparison = (current period previous period)/1 * 100% |
| Common scenarios | Currency | The currency display page is based on the current store's site. When multi-currency data is summarized, amount metrics will be converted and displayed in US dollars. Conversion method: Summarizes the currency amount on the corresponding date, converted based on the daily exchange rate. |
| Common scenarios | Last 7 days | Calculates 7 days from yesterday starting from the site time, excluding today unless otherwise specified. The same goes for the last 14 days, the last 30 days, etc. |
| Common scenarios | Attribution period | After the buyer clicks on the advertisement, sales may occur in the future period, so there may be changes in advertising sales during that period. The Xnurta chart will display dashed lines for attribution period data. The attribution period for Sponsored Products (SP) in Seller's store is 7 days, while the attribution period for other types of advertisements is 14 days. |
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AI Copilot - Smart Creation |
Managed Group | Sellers can choose one or a batch of existing campaigns to form a managed group, and AI will optimize the campaigns within the group based on the goals and budget settings. The new Smart Creation campaigns will automatically form a managed group. |
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Product Center - Product List |
Product Line | A product line is an ASIN group established based on your business needs. Product Lines can be created, edited, or deleted within Product Center: Product List |
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Product Center - Product List |
Status | Product status of SKU from Amazon SP-API, including: Available To Sell, Discontinued, Incomplete, Deleted |
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Product Center - Product List |
BSR | Best Seller Rank from Amazon SP-API, containing the category in which the ASIN is located and the number of BSR rankings in that category. The ASIN may belong to multiple categories and rankings. When displayed in the Product List, it is usually displayed as the highest ranking in the corresponding category. |
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Product Center - Product List |
Open Date | The date on which products start selling normally on the platform. Occasionally, store products' Open Dates cannot be displayed due to abnormal Amazon date format. |
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Product Center - Product List |
Inventory Status | From Amazon's advertising API, including: In Stock, Low Stock, Out of Stock, etc., consistent with the inventory status displayed on Amazon details page. |
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Product Center - Product List |
Abnormal ProductAd Status | From Amazon's Advertising API, monitoring the abnormal service status of SKUs as promotional products. This consists of advertising eligibility and service status of promotional products, including: Ineligible, Not Buyable, Missing Description, Not in Buy Box, Out of Stock. |
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Product Center - Product List |
Event Analysis | Records event analysis and event actions performed by users on products during the sales process. This provides a reference for analyzing the causes of metric trends. The current supported events include opening, closing, target adjustments of the AI autopilot group in which the product is located, and abnormal product / ad status of SKUs. |
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Product Center - Product List |
Competitive Brands Distribution | Competitive Recommendations provides a list of competitive ASINs relative to your ASIN. Competitive ASINS are determined via recording the amount of times these ASINs belong to similar top brands. Analysis of top brands and their ASIN's strengthens your understanding of the competition surrounding your products. |
4. FAQ
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