Take a deeper look at your reports and how to access your Amazon Attribution data.
EXPLORE YOUR REPORTING OPTIONS AND METRICS
You can access your Amazon Attribution data with a multi-dimensional, visual reporting dashboard in the advertising console, where you can customize the metrics displayed and toggle between campaign and ad group data.
You can also access Amazon Attribution reports as downloadable Excel files to help you track your success and identify which tactics or strategies perform best. Generate these reports on demand or schedule them to run ahead of time.
There are four main types of reports:
1. Campaign reports provide daily performance metrics for all campaign and ad groups. You can use the summary option to identify the best-performing strategies or tactics.
2. Channel publisher reports aggregate data at the channel-publisher level. Use this report to identify the best-performing publishers or channels, and optimize your campaigns toward channels or publishers that drive the most efficient reach.
3. Keyword or creative reports are only available for campaigns created using the bulk creation method. Bulk-created campaigns have three levels of campaign hierarchy (campaign, ad group, and keyword/creative). This report is the only way to view keyword/creative campaign performance. You can use the summary view to determine the most successful tactics and strategies.
4. Products reports capture reporting at the product level in five different views, which we’ll review on the next page.
There are five different ways to view your product reports:
Promoted product reports analyze performance of products associated with your campaign. You can use this type of report to gauge how your campaigns impact shopping activity and sales for your products on Amazon.
Promoted product (rollup) reports are similar to the promoted product report but include variation products that are rolled up to the parent product level. You can reference this report for a more summarized analysis.
Brand halo product reports analyze performance of the brand products you didn’t promote (also known as brand halo) with a daily or summary performance broken out by campaign, channel, and publisher. This daily view shows one row per campaign-channel-publisher combination per product per day.
Brand halo product (rollup) reports analyze performance of the brand products you didn’t promote with all product variations, like size or color, rolled up to the parent product level. Use this report for a more summarized analysis.
Brand halo snapshot reports provide high-level brand halo impact analysis. Products are rolled up to the brand instead of being displayed individually. Campaigns are broken out into campaign, channel, and publisher.
Metric
Definition
Add to cart
The number of times a promoted product is added to a customer’s cart after a click on an associated ad.
Brand halo
Measures the impact of advertising on the overall brand by tracking conversions on products by the same brand as the promoted products (for example, “Add to Cart Brand Halo” and “Purchases Brand Halo”). Brand halo metrics exclude the promoted products. All brand halo metrics are abbreviated using “BH”.
Detail page views
The number of views of the advertised product's detail pages on Amazon.
New-to-brand purchases
The number of first-time purchases for promoted products within the brand over a one-year lookback window.
New-to-brand product sales
The total sales (in local currency) of new-to-brand orders.
New-to-brand units sold
The quantity of promoted products purchased for the first time within the brand over a one-year lookback period after delivering an ad. A campaign can have multiple units sold in a single purchase event.
Product sales
The total sales (in local currency) of promoted products purchased by customers on Amazon after a click on an associated ad.
Promoted product
A product that is tracked by an Amazon Attribution campaign.
Purchases
The number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions.
Total purchases
The number of times any number of products are included in a single purchase event. Purchase events include Subscribe & Save subscriptions and video rentals. This counts purchases for promoted products as well as products from the same brands as the products tracked in the order (Total purchases = Purchases + Purchases BH).
Total add to carts
The number of times a product is added to a customer's cart. This counts adds for promoted products as well as products from the same brands as the products tracked in the campaign (Total add to carts = Add to carts + Add to cart BH).
Total detail page views
The number of ad-attributed detail page views on Amazon. This includes views for promoted products as well as products from the same brands as the products tracked in the campaign (Total detail page views = Detail page views + detail page views BH).
Total product sales
The total sales (in local currency) of promoted products and products from the same brands as promoted products purchased by customers on Amazon after a click on an associated ad.
Total units sold
The total quantity of promoted products and products from the same brand as promoted products purchased by customers on Amazon after a click on an associated ad. A campaign can have multiple units sold in a single purchase event.
Units sold
The total quantity of promoted products purchased by customers on Amazon after exposure to an ad. A campaign can have multiple units sold in a single purchase event.
Within your reporting, you can view a number of metrics designed to help you understand how shoppers engage with and make purchases on Amazon through the entire shopping journey.
Each Amazon Attribution conversion metric comes in two versions: promoted conversions that include attributed conversions for the products associated with your campaign, and total conversions that encompass attributed conversions for the products associated with your campaign plus all other products in the same brand. Total conversions equal promoted conversions plus brand halo conversions.
It’s important to understand where each metric fits into the shopping journey so you can analyze the full-funnel impact of your non-Amazon marketing campaigns:
Shopper journey stage
Campaign strategies
Relevant metrics
Awareness
Invest in growing the total audience of Amazon shoppers who are aware of your brand
Clicks
Consideration
Help maximize purchase intent by telling your brand and product story
Add to carts
Purchase
Stay present when shoppers are ready to buy
Sales