Scope:
Monitor and analyze the performance of your DSP Audiences on Advertiser, Order and Line Item level.
Important Note:
The data for the current day is excluded as Amazon does not provide real-time data.
Please note that campaign totals do not match performance data, as one shopper can be assigned to multiple segments/audiences.
The DSP Performance Report is divided into several sections.
Filters
Audience Insights
1. Filters
| Date | Use the calendar function or date picker in order to choose the time period you want to analyze. Make sure to click on one specific day to adjust the date. |
| Targeting method | Filter by Targeting method: - behavioral - untargeted (The targeting settings applied to the campaign. Examples include segments, content categories, and untargeted if no settings were applied. ) |
| Advertiser | Filter by Advertiser |
| Order | Filter by Order |
| Line Item | Filter by Line Item: - AAP Mobile - Desktop AAP - Desktop O&O - Mobile O&O |
| Goal | Filter by Goal: - Awareness - Consideration - Remarketing |
| Category | Filter by Category |
2. KPIs
| Impressions | The number of times the ad was displayed, excluding general invalid traffic or more. A traffic quality filter removed the potentially fraudulent, non-human, and other illegitimate impressions. |
| Clicks | The number of times the ad was clicked, excluding general invalid traffic or more. A traffic quality filter removed potentially fraudulent, non-human, and other illegitimate clicks. |
| Click-Through Rate (CTR) | The number of click-throughs relative to the number of impressions. |
| Detail Page Views (DPV) | Number of detail page views for promoted products, attributed to an ad view or click. Use Total DPV to see all conversions for the brands' products. |
| Detail Page View Rate (DPVR) | Detail page view rate for promoted products relative to the number of ad impressions. (DPV / Impressions = DPVR) Use Total DPVR to see all conversions for the brands' products. |
| Add to Cart (ATC) | Number of times shoppers added a promoted product to their cart, attributed to an ad view or click. Use Total ATC to see all conversions for the brands' products. |
| Add to Cart Rate (ATCR) | Rate of Add to Cart conversions relative to the number of impressions. (ATCR = ATC / Impressions) Use Total ATCR to see all conversions for the brands' products |
| Costs | The total amount of money spent on running the campaign not including 3P fees paid by the agency. |
| Purchases | Number of times any quantity of a promoted product was included in a purchase event, attributed to an ad view or click. Purchase events include new Subscribe & Save subscriptions and video rentals. |
| Purchase Rate (PR) | Rate of ad-attributed purchase events for promoted products, relative to ad impressions. (Purchase rate = Purchases / Impressions) Use Total purchase rate to see all conversions for the brands' products. |
| New to Brand Share % | Percent of ad-attributed purchases for promoted products that were new to brand. Use Total percent of purchases new-to-brand to see all conversions for the brands' products. |
| eCPM | The total cost per thousand impressions. |
| Video Start (VS) | The number of times a video ad was started. |
| Video Complete (VC) | The number of times a video ad played to completion. If rewind occurred, completion was calculated on the total percentage of unduplicated video viewed. |
| Video Completion Rate (VCR) | The number of video completions relative to the number of video starts. (Video completion rate = Video complete / Video start) |
| eCPVC | The average cost to acquire a Video complete conversion (eCPVC = Total cost / Video complete) |
3. Audience Insights
In this section (Audience Insights), you get an overview of your audience performance on order level. If you click on the plus sign of your order, the segments (/audiences) will be displayed. With a click on the segment name, the Line Item level will be displayed as well.
There are different types of Segments:
- Custom-build: Amazon Stores (Brand Store Views), Product (Product Views, Similar Product Views, Product Purchases), Brand (Brand & Similar Brand Views)
- IM: In-market
- LS: Lifestyle, Interest & Live event
- DEMO: Demographic
- Advertiser audiences: Pixel
The three dots (marked green) offer the possibility to download the shown data as an Excel- or CSV-file (export can take several seconds). Here, you have two options:
- Data with current layout: data as shown layout as a table
- Summarized data: data as shown in the table
- Underlying data: all data from the whole report