Marketing PPC Dashboard

What is the Marketing PPC Dashboard?

The Marketing PPC Dashboard is a comprehensive analytics tool designed to help you understand and optimize your advertising performance across various Amazon advertising campaigns. This powerful dashboard consolidates data from multiple advertising channels into a single, easy-to-understand interface, allowing you to make informed decisions about where to invest your advertising budget for maximum return.

Think of this dashboard as your command center for advertising performance. Instead of jumping between different Amazon advertising reports and trying to piece together information manually, this tool brings everything together in one place. You can see how much you’re spending, how much revenue you’re generating, and most importantly, whether your advertising efforts are profitable.

Key Terminology (Glossary)

Before diving into the dashboard, it’s essential to understand the key terms you’ll encounter:

Ad Spend: The total amount of money you’ve spent on advertising campaigns during the selected time period. This is your advertising investment.

Ad Revenue: The total sales revenue generated directly from your advertising campaigns. This represents the money customers spent purchasing products after clicking on your ads.

Clicks: The number of times potential customers clicked on your advertisements. Each click represents someone who was interested enough in your product to learn more.

Impressions: The total number of times your advertisements were displayed to potential customers, regardless of whether they clicked. This shows your ad’s visibility.

CPC (Cost Per Click): The average amount you pay each time someone clicks on your advertisement. This is calculated by dividing your total ad spend by the number of clicks.

CTR (Click-Through Rate): The percentage of people who saw your ad and clicked on it. A higher CTR generally indicates more compelling advertisements.

ACoS (Advertising Cost of Sale): The percentage of your ad revenue that you spend on advertising. This is one of the most critical metrics for understanding advertising profitability. Lower ACoS means more efficient spending.

ROAS (Return on Ad Spend): A metric showing how much revenue you generate for every dollar spent on advertising. A ROAS of 4:1 means you earn $4 for every $1 spent.

Units: The total number of products sold as a result of your advertising campaigns.

Orders: The total number of customer orders placed through your advertising campaigns. Note that one order can contain multiple units.

Profit: The money you keep after subtracting your advertising costs from your advertising revenue. This is your net gain from advertising.

Cost of Sale: The average amount you spend on advertising to sell one unit of product. This helps you understand the advertising cost per item sold.

Conversion Rate: The percentage of clicks that resulted in a purchase. This measures how effective your ads are at turning interested viewers into customers.

Average Order Value: The average amount customers spend per order when purchasing through your advertising campaigns.

Granularity: The time period breakdown for viewing your data. You can view performance by day, week, or month.

Group By: How you want to organize your data. You can group by individual products or by advertising campaigns.

Marketplace: The geographic region where your products are sold and advertised. Options include United States (US), Canada (CA), and Mexico (MX).

The “Why”: Benefits of Using This Tool

Understanding why this tool exists and how it benefits your business is crucial for maximizing its value:

1. Centralized Performance View Instead of logging into multiple Amazon advertising interfaces and manually compiling reports, this dashboard brings all your advertising data together. You can see performance across Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored Brands Video campaigns in one unified view.

2. Time Savings Manually analyzing advertising performance can take hours. This dashboard does the heavy lifting for you, calculating complex metrics automatically and presenting them in an easy-to-understand format. What might take you an entire morning can now be accomplished in minutes.

3. Data-Driven Decision Making By providing clear metrics like profit, ROAS, and ACoS, this tool helps you make informed decisions about where to allocate your advertising budget. You can quickly identify which products or campaigns are performing well and which ones need attention.

4. Trend Identification The dashboard’s ability to show data over different time periods (daily, weekly, monthly) helps you identify trends. You can see if your advertising performance is improving, declining, or remaining stable over time.

5. Profitability Analysis Perhaps most importantly, this tool helps you understand not just how much you’re spending or earning, but whether your advertising is actually profitable. The profit and ROAS metrics give you a clear picture of your advertising return on investment.

6. Comparative Analysis By grouping data by product or campaign, you can compare performance across different aspects of your advertising strategy. This helps you identify your best-performing products and campaigns.

7. Export Capabilities The ability to export data to Excel means you can perform additional analysis, create custom reports for stakeholders, or maintain historical records outside the system.

Interface Overview

Page Layout Structure

When you first open the Marketing PPC Dashboard, you’ll see a well-organized interface designed to help you quickly access the information you need. Let’s break down each element:

Header Section At the top of the page, you’ll find the main title “Marketing PPC” (or “PPC” on smaller screens). This header contains several important controls:

Date Range Selector: A dropdown menu allowing you to choose predefined time periods (1 Month, 3 Months, 6 Months, 1 Year) or select a custom date range.
Custom Date Picker: When you select “Custom Range” from the date dropdown, a calendar appears allowing you to select specific start and end dates.
Marketplace Selector: A visual selector showing flags or marketplace names (US, CA, MX) allowing you to filter data by geographic region.
Product Selector: An optional filter that lets you focus on specific products in your catalog.

Main Content Area Below the header, the main dashboard content is organized into tabs:

All Types: Shows aggregated data across all advertising types
Sponsored Products: Focuses specifically on Sponsored Products campaigns
Sponsored Brands: Displays Sponsored Brands campaign performance
Sponsored Brands Video: Shows video advertising performance
Sponsored Display: Displays display advertising metrics
External Campaigns: (Currently disabled) For future external advertising integration

Metric Cards At the top of each tab’s content, you’ll see colorful cards displaying key performance indicators. These cards provide at-a-glance insights into your most important metrics:

ROAS & Profit Card: Shows your net profit and return on ad spend ratio
Conversion Card: Displays conversion rate and click-through rate
Orders & Units Card: Shows total orders, units sold, and units per order
Average Order Value Card: Displays average order value and total clicks

Data Table Below the metric cards, you’ll find a detailed data table showing performance broken down by your selected grouping (Product or Campaign). This table includes:

Expandable rows for viewing time-period breakdowns
Sortable columns for organizing data by any metric
Color-coded profit values (green for positive, red for negative)
A footer row showing totals across all displayed data

Action Buttons Above the data table, you’ll find several action buttons:

Export to Excel: Downloads your current view as an Excel spreadsheet
Chart View: Opens a visual chart showing trends over time
Granularity Selector: Changes how time periods are displayed (Daily, Weekly, Monthly)
Group By Selector: Switches between Product and Campaign grouping

Understanding Input Fields and Controls

Date Range Selector The date range selector is one of the most important controls on the dashboard. It determines what time period’s data you’re analyzing. Here’s how each option works:

1 Month: Shows data from the last 30 days ending today
3 Months: Shows data from the last 90 days ending today (this is the default selection)
6 Months: Shows data from the last 180 days ending today
1 Year: Shows data from the last 365 days ending today
Custom Range: Allows you to select any start and end date using a calendar picker

When selecting a custom date range, you’ll see a calendar interface with two months displayed side by side. Click on your desired start date, then click on your desired end date. The system will automatically calculate the number of days in your selected range and display it in the information panel.

Important Note: You cannot select future dates. The system prevents you from selecting dates beyond today, as future advertising data doesn’t exist yet.

Marketplace Selector The marketplace selector appears as a visual box showing marketplace flags or abbreviations. Clicking on it opens a dropdown menu where you can select one or more marketplaces:

United States (US): Data from Amazon.com
Canada (CA): Data from Amazon.ca
Mexico (MX): Data from Amazon.com.mx

On the main PPC page, you can typically select only one marketplace at a time. This ensures the data you’re viewing is focused and comparable. The currency displayed will automatically match your selected marketplace (USD for US, CAD for Canada, MXN for Mexico).

Product Selector The product selector allows you to filter your advertising data to show only specific products. This is incredibly useful when you want to analyze performance for a particular product or a small group of products rather than your entire catalog.

When you click the product selector button, a searchable dropdown appears. You can:

Type a product name, ASIN, or SKU to search
Select multiple products by clicking on them
Clear all selections to return to viewing all products

The product selector is particularly useful when you’re investigating why a specific product’s advertising performance has changed or when preparing reports for specific product lines.

Granularity Selector The granularity selector determines how time periods are broken down when you expand rows in the data table. This doesn’t change the overall date range you’re analyzing, but rather how that range is divided for detailed viewing:

Daily: Each expanded row shows data for individual days
Weekly: Each expanded row shows data for individual weeks (typically Sunday through Saturday)
Monthly: Each expanded row shows data for individual calendar months

For example, if you’re viewing 3 months of data with weekly granularity, expanding a product row will show approximately 12-13 weekly breakdowns. With daily granularity, you’d see around 90 daily breakdowns.

Group By Selector The group by selector changes how your data is organized in the main table:

Product: Each main row represents a single product, showing aggregated performance across all campaigns for that product
Campaign: Each main row represents a single advertising campaign, showing aggregated performance for all products in that campaign

This selector is powerful for different analysis scenarios:

Use “Product” grouping when you want to see which products are most profitable from an advertising perspective
Use “Campaign” grouping when you want to evaluate the effectiveness of specific advertising campaigns

Export to Excel Button The export button downloads your current data view as an Excel spreadsheet. The exported file includes:

All visible columns from the table
Summary metrics
Formatted currency values
Date information
The filename includes the export date for easy organization

Chart View Button Clicking the chart button opens a visual representation of your data. The chart allows you to:

Select which metrics to display (Ad Spend, Revenue, Clicks, etc.)
View trends over time
Compare multiple metrics simultaneously
Toggle between different chart types (bar charts, line charts)

Understanding Display Elements

Metric Cards The metric cards at the top of each tab provide quick insights into your overall performance. Each card displays:

A title describing what metric it shows
A large, prominent number showing the primary metric value
A smaller secondary metric or supporting information
An icon representing the metric category

The cards use color coding to help you quickly identify performance:

Green text typically indicates positive values (profit, good performance)
Red text indicates negative values (losses, poor performance)
Neutral colors are used for counts and percentages

Data Table Columns The main data table contains many columns, each showing a different aspect of your advertising performance:

Product/Campaign Column: Shows the product name with image, ASIN, and SKU (when grouped by product) or campaign name (when grouped by campaign)
Ad Spend: Total advertising costs
Ad Revenue: Total sales revenue from ads
Clicks: Number of ad clicks
Impressions: Number of ad views
CPC: Average cost per click
CTR: Click-through rate percentage
ACoS: Advertising cost of sale percentage
Units: Number of products sold
Orders: Number of orders placed
Cost of Sale: Average advertising cost per unit sold
Profit: Net profit (revenue minus spend)

Expandable Rows Rows in the table can be expanded to show time-period breakdowns. When a row can be expanded, you’ll see a small arrow or chevron icon. Clicking this icon expands the row to show:

Individual time periods (days, weeks, or months, depending on granularity)
The same metrics broken down for each period
A slightly different background color to distinguish period rows from summary rows

Table Footer At the bottom of the data table, you’ll find a footer row showing totals. This footer:

Aggregates all visible rows
Shows totals for each metric column
Calculates overall averages where appropriate
Uses a distinct background color to stand out

Sorting Indicators Column headers that can be sorted show small up/down arrow icons. When you click a column header:

First click sorts ascending (lowest to highest)
Second click sorts descending (highest to lowest)
The active sort direction is highlighted
The table automatically re-sorts, and you may see a brief “Sorting…” message

Comprehensive User Guide

Getting Started: Your First Dashboard View

Step 1: Accessing the Dashboard Navigate to the Marketing PPC section of your application. You’ll land on the dashboard with default settings:

Date Range: 3 Months
Marketplace: United States (or your default marketplace)
Tab: All Types
Granularity: Weekly
Group By: Product (for most ad types)

Step 2: Understanding the Default View Take a moment to familiarize yourself with what you’re seeing:

Four metric cards at the top showing key performance indicators
A data table below showing detailed breakdowns
Control buttons above the table for customization

Step 3: Reviewing Metric Cards Start by examining the four metric cards:

Check your ROAS & Profit card - Is it positive (green) or negative (red)?
Review your Conversion Rate - What percentage of clicks are converting?
Look at Orders & Units - How many sales are you generating?
Examine Average Order Value - How much are customers spending per order?

These cards give you an immediate sense of your overall advertising health.

Step 4: Exploring the Data Table Scroll through the data table to see individual products or campaigns. Notice:

Each row represents one product (or campaign, depending on grouping)
The leftmost column shows product images and names
Numeric columns show various performance metrics
Some rows may have expandable arrows for detailed breakdowns

Step 5: Expanding a Row Click the expand arrow (chevron) on any row to see time-period breakdowns. You’ll see:

Individual time periods (weeks, days, or months)
The same metrics shown for each period
A visual distinction (different background color) for period rows

This helps you identify trends and see when performance changed.

Scenario 1: Analyzing Last Month’s Performance

Objective: Understand how your advertising performed in the previous month.

Step-by-Step Process:

Set the Date Range
- Click the date range dropdown in the header
- Select “1 Month”
- The dashboard automatically updates to show the last 30 days
Select Your Marketplace
- Click the marketplace selector
- Choose your primary marketplace (e.g., United States)
- Ensure only one marketplace is selected for focused analysis
Choose Your View
- Click the “All Types” tab to see overall performance
- Or select a specific ad type tab (e.g., “Sponsored Products”) for detailed analysis
Review Summary Metrics
- Look at the ROAS & Profit card - Did you make money?
- Check the Conversion card - What was your conversion rate?
- Review Orders & Units - How many sales did you generate?
- Examine Average Order Value - How much per order?
Analyze the Data Table
- Scroll through products or campaigns
- Identify top performers (highest profit or revenue)
- Identify underperformers (negative profit or high ACoS)
- Sort by Profit column (click the Profit header) to see best and worst performers
Drill Down into Details
- Expand a top-performing product row
- Review weekly or daily breakdowns
- Identify which time periods drove the best performance
- Note any patterns (e.g., weekends performing better)
Export for Reporting
- Click “Export to Excel” if you need to share this analysis
- The file will include all visible data with proper formatting

What to Look For:

Positive profit indicates profitable advertising
ROAS above 3:1 (meaning $3 revenue per $1 spent) is generally considered good
ACoS below 30% is typically healthy for most products
High conversion rates (above 2-3%) suggest effective ad targeting
Consistent performance across weeks indicates stable campaigns

Scenario 2: Comparing Product Performance

Objective: Identify which products are most profitable from an advertising perspective and which need optimization.

Step-by-Step Process:

Set Up Your View
- Select an appropriate date range (3-6 months provides good sample size)
- Ensure “Group By” is set to “Product” (this is usually the default)
- Choose your marketplace
Sort by Profit
- Click the “Profit” column header
- Click again if needed to sort descending (highest profit first)
- This shows your most profitable products at the top
Identify Top Performers
- Review the top 5-10 products by profit
- Note their key metrics:
  - What’s their ACoS? (Lower is better)
  - What’s their ROAS? (Higher is better)
  - How many units are they selling?
  - What’s their cost of sale?
Identify Underperformers
- Scroll to the bottom of the sorted list (or sort ascending)
- Look for products with:
  - Negative profit (losing money on advertising)
  - Very high ACoS (above 50-60%)
  - Low conversion rates
  - High cost of sale relative to product price
Compare Metrics
- Look at the relationship between Ad Spend and Ad Revenue
- Products with high spend but low revenue need attention
- Products with low spend but high revenue might benefit from increased investment
Analyze Conversion Rates
- Sort by CTR or look at conversion metrics
- Products with many impressions but few clicks may have ad copy issues
- Products with many clicks but few orders may have pricing or listing issues
Take Action
- For top performers: Consider increasing ad spend to scale success
- For underperformers: Review ad copy, keywords, bids, or consider pausing campaigns
- Document your findings for future reference

Key Insights to Document:

Which products generate the most profit from advertising?
Which products have the best ROAS?
Which products have unsustainable ACoS?
Are there products that should receive more advertising budget?
Are there products that should have advertising paused or reduced?

Scenario 3: Evaluating Campaign Effectiveness

Objective: Understand which advertising campaigns are most effective and which need optimization.

Step-by-Step Process:

Switch Grouping
- Click the “Group By” dropdown
- Select “Campaign” instead of “Product”
- The table now shows campaigns instead of products
Select Date Range
- Choose a time period that covers your campaign duration
- 3-6 months typically provides good data for evaluation
Review Campaign Performance
- Each row now represents a campaign
- Campaign names are displayed in the first column
- All metrics are aggregated for each campaign
Sort and Analyze
- Sort by Profit to see most profitable campaigns
- Sort by ACoS to identify efficient campaigns
- Sort by Conversion Rate to find campaigns with best customer engagement
Compare Campaign Types
- Switch between tabs (Sponsored Products, Sponsored Brands, etc.)
- Compare performance across different ad types
- Note which ad types work best for your products
Review Campaign Details
- Expand campaign rows to see time-period breakdowns
- Identify when campaigns performed best
- Look for trends or patterns
Make Decisions
- Identify campaigns to scale (increase budget)
- Identify campaigns to optimize (improve targeting, bids, or ad copy)
- Identify campaigns to pause (consistently unprofitable)

Questions to Answer:

Which campaigns have the lowest ACoS?
Which campaigns generate the most profit?
Are certain campaign types (Sponsored Products vs. Sponsored Brands) more effective?
Do campaigns show consistent performance or significant variation?
Which campaigns should receive budget increases?

Scenario 4: Identifying Trends Over Time

Objective: Understand how your advertising performance changes over time and identify seasonal patterns or trends.

Step-by-Step Process:

Select Longer Time Period
- Choose “6 Months” or “1 Year” from the date range selector
- Longer periods show trends more clearly
Set Granularity
- Select “Monthly” from the granularity dropdown for high-level trends
- Or select “Weekly” for more detailed trend analysis
View Overall Trends
- Start on the “All Types” tab
- Review the metric cards to see overall performance
- Compare current period to historical averages mentally
Expand Key Rows
- Expand your top-performing products or campaigns
- Review the monthly or weekly breakdowns
- Look for:
  - Upward trends (improving performance)
  - Downward trends (declining performance)
  - Seasonal patterns (certain months performing better)
  - Sudden changes (indicating external factors)
Use Chart View
- Click the chart button above the table
- Select metrics to visualize (e.g., Ad Spend, Ad Revenue, Profit)
- View trends graphically
- Compare multiple metrics on the same chart
Identify Patterns
- Look for consistent increases or decreases
- Identify seasonal trends (holiday seasons, back-to-school, etc.)
- Note any sudden spikes or drops that need investigation
Compare Periods
- Export data for different time periods
- Compare month-over-month or year-over-year performance
- Document trends for planning purposes

What to Look For:

Consistent upward trends indicate improving campaigns
Downward trends may signal increased competition or ad fatigue
Seasonal patterns help with budget planning
Sudden changes may indicate external factors (competitor actions, Amazon policy changes, etc.)

Scenario 5: Preparing a Performance Report

Objective: Create a comprehensive report of your advertising performance for stakeholders or your own records.

Step-by-Step Process:

Select Report Timeframe
- Choose the date range you want to report on
- Consider your audience’s needs (monthly, quarterly, annual)
Choose Your Focus
- Decide whether to report on all ad types or specific types
- Select the appropriate tab
- Consider your audience’s level of detail needed
Set Appropriate Granularity
- For executive summaries: Use “Monthly” granularity
- For detailed analysis: Use “Weekly” or “Daily” granularity
Review and Clean Data
- Scroll through the table
- Ensure data looks reasonable
- Note any anomalies to explain in the report
Document Key Metrics
- Record the values from metric cards:
  - Total Profit
  - ROAS
  - Conversion Rate
  - Total Orders and Units
  - Average Order Value
- These make excellent summary statistics
Export to Excel
- Click “Export to Excel” button
- Wait for the download to complete
- Open the Excel file
Enhance the Export
- Add a title page with report date and timeframe
- Create summary sections highlighting key findings
- Add charts or graphs if needed
- Include explanations for any anomalies
Create Narrative
- Write a summary explaining:
  - Overall performance (profit/loss, ROAS)
  - Top performing products/campaigns
  - Areas needing attention
  - Recommendations for next period

Report Sections to Include:

Executive Summary (high-level metrics)
Performance by Ad Type
Top Performing Products/Campaigns
Underperforming Areas
Trends and Patterns
Recommendations

Scenario 6: Optimizing Underperforming Campaigns

Objective: Identify and address campaigns or products that are not meeting performance goals.

Step-by-Step Process:

Identify Underperformers
- Sort the table by Profit (ascending) to see worst performers first
- Or sort by ACoS (descending) to see least efficient campaigns
- Look for:
  - Negative profit values
  - ACoS above your target (often 30-40% is a threshold)
  - Low conversion rates
  - High cost of sale
Analyze the Data
- Expand rows for underperforming items
- Review time-period breakdowns
- Identify when performance declined
- Look for patterns (consistent poor performance vs. recent decline)
Review Related Metrics
- Check CTR - Low CTR may indicate ad copy issues
- Review CPC - High CPC may indicate bid issues
- Examine conversion rate - Low conversion may indicate targeting issues
- Look at impressions - Very low impressions may indicate visibility issues
Compare to Benchmarks
- Compare underperformers to your top performers
- Note differences in:
  - ACoS levels
  - Conversion rates
  - Cost per click
  - Click-through rates
Investigate Root Causes
- Low impressions: May need higher bids or better keywords
- Low CTR: May need improved ad copy or images
- Low conversion: May need better targeting or product page optimization
- High ACoS: May need lower bids or better keyword selection
Create Action Plan
- Document findings for each underperformer
- Create specific action items:
  - Adjust bids (increase for low impressions, decrease for high ACoS)
  - Update ad copy (for low CTR)
  - Refine targeting (for low conversion)
  - Pause campaigns (for consistently unprofitable items)
Monitor Changes
- After making changes, return to the dashboard regularly
- Compare new performance to previous performance
- Adjust strategy based on results

Common Issues and Solutions:

High ACoS: Reduce bids, pause low-performing keywords, improve product listings
Low CTR: Improve ad copy, use better product images, refine targeting
Low Conversion: Improve product pages, adjust targeting, review pricing
Negative Profit: Consider pausing campaigns, reducing spend, or significant optimization

Scenario 7: Scaling Successful Campaigns

Objective: Increase advertising investment in campaigns that are performing well to maximize returns.

Step-by-Step Process:

Identify Top Performers
- Sort table by Profit (descending) to see best performers
- Or sort by ROAS to find most efficient campaigns
- Look for:
  - Positive and growing profit
  - Low ACoS (below target)
  - Good conversion rates
  - Consistent performance over time
Review Performance History
- Expand top performer rows
- Review time-period breakdowns
- Ensure performance is consistent, not just a recent spike
- Look for upward trends indicating growth potential
Check Current Spend Levels
- Review Ad Spend for top performers
- Compare to their revenue and profit
- Identify products/campaigns with low spend but high returns
- These are prime candidates for scaling
Analyze Constraints
- Check if top performers have room to grow:
  - Are impressions limited? (May need higher bids)
  - Are clicks limited? (May need broader targeting)
  - Is conversion good? (Indicates scaling potential)
Calculate Scaling Potential
- Estimate additional budget you could allocate
- Project potential revenue increase based on current ROAS
- Ensure you maintain profitability at higher spend levels
Create Scaling Plan
- List top performers to scale
- Determine budget increases for each
- Set performance targets to monitor
- Plan gradual increases rather than sudden jumps
Monitor Scaling Results
- After increasing budgets, monitor closely
- Watch for:
  - Maintaining or improving ROAS
  - Profit continuing to grow
  - ACoS remaining acceptable
- Adjust if performance degrades

Scaling Considerations:

Scale gradually to avoid sudden performance changes
Monitor closely during scaling period
Be prepared to reduce spend if performance degrades
Consider that increased competition may affect results
Ensure product inventory can support increased sales

Understanding Data Input Requirements

Date Selection When selecting dates, the system expects:

Valid calendar dates (cannot select invalid dates like February 30th)
Start date before or equal to end date
Dates not in the future (system prevents future date selection)
Dates within available data range (very old dates may not have data)

Marketplace Selection The marketplace selector requires:

At least one marketplace selected (on main PPC page, typically one at a time)
Valid marketplace codes (US, CA, MX)
The system automatically filters data to selected marketplaces

Product Selection When using the product selector:

You can search by product name, ASIN, or SKU
Multiple products can be selected
Clearing selections returns to “all products” view
Only products with advertising data will appear in results

Granularity Selection Granularity options are:

Daily: Shows individual days (best for short-term analysis)
Weekly: Shows week-long periods (good balance of detail and overview)
Monthly: Shows calendar months (best for long-term trends)

Group By Selection Grouping options depend on the ad type:

Product: Groups by individual products
Campaign: Groups by advertising campaigns
Some ad types may only support one grouping option

Expected Data Formats and Values

Currency Values All monetary values are displayed in the currency of your selected marketplace:

United States: USD ($)
Canada: CAD ($)
Mexico: MXN ($)

Values are formatted with appropriate decimal places (typically 2 for currency).

Percentage Values Percentages are displayed with two decimal places:

CTR: 0.00% to 100.00%
ACoS: 0.00% to potentially over 100% (indicating loss)
Conversion Rate: 0.00% to 100.00%

Whole Numbers Counts (clicks, impressions, units, orders) are displayed as whole numbers with thousand separators for readability (e.g., 1,234 instead of 1234).

Date Formats Dates are displayed according to your system locale settings, typically:

MM/DD/YYYY format in United States
DD/MM/YYYY format in other regions
Or abbreviated formats like “Jan 15” for weekly/monthly views

The Logic “Under the Hood”

Understanding how the system calculates metrics helps you interpret the data correctly and make better decisions. This section explains the mathematical formulas behind each metric.

Ad Spend Calculation

What It Is: Ad Spend represents the total amount of money you’ve paid for advertising during the selected time period.

How It’s Calculated: The system simply sums all advertising costs from your campaigns:

$\text{Ad Spend} = \sum_{i=1}^{n} \text{Campaign Cost}_i$

Where $n$ is the total number of campaigns, and each Campaign Cost represents the amount spent on that specific campaign.

What This Means for You: This is your total advertising investment. It’s important to track this number to ensure you’re staying within budget and to compare against revenue to determine profitability.

Ad Revenue Calculation

What It Is: Ad Revenue represents the total sales revenue generated from customers who clicked on your advertisements and made purchases.

How It’s Calculated: The system sums all sales attributed to advertising:

$\text{Ad Revenue} = \sum_{i=1}^{m} \text{Sale Amount}_i$

Where $m$ is the total number of sales attributed to advertising, and each Sale Amount is the revenue from that sale.

What This Means for You: This shows how much money customers spent because of your advertising. It’s crucial for calculating profitability and return on investment.

Cost Per Click (CPC) Calculation

What It Is: CPC tells you the average amount you pay each time someone clicks on your advertisement.

How It’s Calculated:

$\text{CPC} = \frac{\text{Total Ad Spend}}{\text{Total Clicks}}$

If you spent $100 on advertising and received 50 clicks, your CPC would be:

$\text{CPC} = \frac{100}{50} = \$2.00$

What This Means for You: Lower CPC is generally better, as it means you’re paying less for each potential customer. However, CPC must be considered alongside conversion rate - a higher CPC might be acceptable if it leads to more sales.

Important Note: If there are no clicks (Total Clicks = 0), the system cannot calculate CPC and will display zero or a placeholder value.

Click-Through Rate (CTR) Calculation

What It Is: CTR measures what percentage of people who saw your ad actually clicked on it.

How It’s Calculated:

$\text{CTR} = \left(\frac{\text{Total Clicks}}{\text{Total Impressions}}\right) \times 100\%$

For example, if your ad was shown 1,000 times (impressions) and received 25 clicks:

$\text{CTR} = \left(\frac{25}{1,000}\right) \times 100\% = 2.5\%$

What This Means for You: Higher CTR indicates more compelling advertisements. Typical CTR ranges vary by ad type:

Sponsored Products: 0.5% - 2% is common
Sponsored Brands: 0.3% - 1.5% is common
Higher CTR suggests your ad copy and images are effective

Important Note: If there are no impressions, CTR cannot be calculated and will display as 0%.

Advertising Cost of Sale (ACoS) Calculation

What It Is: ACoS is one of the most critical metrics. It shows what percentage of your ad revenue you’re spending on advertising.

How It’s Calculated:

$\text{ACoS} = \left(\frac{\text{Total Ad Spend}}{\text{Total Ad Revenue}}\right) \times 100\%$

For example, if you spent $30 on advertising and generated $100 in revenue:

$\text{ACoS} = \left(\frac{30}{100}\right) \times 100\% = 30\%$

What This Means for You:

Lower ACoS is better (you’re spending less of your revenue on advertising)
ACoS below 20-30% is typically considered healthy
ACoS above 50% may indicate unprofitable advertising
ACoS above 100% means you’re spending more on advertising than you’re earning (losing money)

Important Note: If Ad Revenue is zero, ACoS cannot be calculated meaningfully. The system may display a very high number or indicate the calculation isn’t possible.

Return on Ad Spend (ROAS) Calculation

What It Is: ROAS shows how much revenue you generate for each dollar spent on advertising.

How It’s Calculated:

$\text{ROAS} = \frac{\text{Total Ad Revenue}}{\text{Total Ad Spend}}$

For example, if you spent $50 and generated $200 in revenue: $\text{ROAS} = \frac{200}{50} = 4:1$

This means you earn $4 for every $1 spent.

What This Means for You:

ROAS above 3:1 (or 300%) is generally considered good
ROAS of 4:1 or higher is excellent
ROAS below 2:1 may indicate inefficient spending
ROAS of 1:1 means you’re breaking even (revenue equals spend)
ROAS below 1:1 means you’re losing money

Relationship to ACoS: ROAS and ACoS are related:

If ACoS is 25%, ROAS is 4:1
If ACoS is 33%, ROAS is 3:1
If ACoS is 50%, ROAS is 2:1

The formula connecting them is: $\text{ROAS} = \frac{100\%}{\text{ACoS}}$

Important Note: If Ad Spend is zero, ROAS cannot be calculated. The system may display a very high number or indicate infinite return.

Profit Calculation

What It Is: Profit shows your net gain (or loss) from advertising after subtracting costs from revenue.

How It’s Calculated:

$\text{Profit} = \text{Total Ad Revenue} - \text{Total Ad Spend}$

For example:

If Revenue = $500 and Spend = $150: Profit = $500 - $150 = $350 (positive profit)
If Revenue = $100 and Spend = $150: Profit = $100 - $150 = -$50 (negative profit, a loss)

What This Means for You:

Positive profit (green in the dashboard) means your advertising is profitable
Negative profit (red in the dashboard) means you’re losing money on advertising
Profit is the ultimate measure of advertising success
Even with good ROAS or low ACoS, you need positive profit for sustainable advertising

Important Consideration: This profit calculation only considers advertising costs and revenue. It doesn’t include:

Product costs (cost of goods sold)
Amazon fees
Other business expenses

For true business profitability, you’d need to subtract these additional costs.

Conversion Rate Calculation

What It Is: Conversion Rate measures what percentage of people who clicked on your ad actually made a purchase.

How It’s Calculated:

$\text{Conversion Rate} = \left(\frac{\text{Total Orders}}{\text{Total Clicks}}\right) \times 100\%$

For example, if you received 100 clicks and got 3 orders: $\text{Conversion Rate} = \left(\frac{3}{100}\right) \times 100\% = 3\%$

What This Means for You:

Higher conversion rate indicates better ad-to-product match
Typical conversion rates vary by product category:
- High-intent products: 5-10% or higher
- General products: 2-5%
- Low-intent products: 1-3%
Low conversion rates may indicate:
- Poor product-page quality
- Pricing issues
- Targeting mismatches
- Product availability issues

Important Note: If there are no clicks, conversion rate cannot be calculated and will display as 0%.

Cost of Sale Calculation

What It Is: Cost of Sale shows the average amount you spend on advertising to sell one unit of product.

How It’s Calculated:

$\text{Cost of Sale} = \frac{\text{Total Ad Spend}}{\text{Total Units Sold}}$

For example, if you spent $200 on advertising and sold 40 units: $$\text{Cost of Sale} = \frac{200}{40} = \$ 5.00 \text{ per unit}$$

What This Means for You:

This metric helps you understand advertising efficiency at the unit level
Compare Cost of Sale to your product’s profit margin
If Cost of Sale is higher than your profit margin per unit, you may be losing money
Lower Cost of Sale indicates more efficient advertising

Example Analysis:

If your product sells for $30 and your profit margin is$ 10 per unit
And your Cost of Sale is $5 per unit
Then you’re making $5 profit per unit after advertising costs ($ 10 margin - $5 ad cost)

Important Note: If no units were sold, Cost of Sale cannot be calculated and will display as $0.00.

Average Order Value Calculation

What It Is: Average Order Value shows the average amount customers spend per order when purchasing through your advertising.

How It’s Calculated:

$\text{Average Order Value} = \frac{\text{Total Ad Revenue}}{\text{Total Orders}}$

For example, if you generated $1,000 in revenue from 25 orders: $\text{Average Order Value} = \frac{1,000}{25} = \$40.00$

What This Means for You:

Higher average order value is generally better
This metric helps you understand customer purchasing behavior
You can compare this to your product prices to see if customers are buying single items or multiple items
Increasing average order value can improve overall profitability

Important Note: If there are no orders, Average Order Value cannot be calculated and will display as $0.00.

Units Per Order Calculation

What It Is: Units Per Order shows the average number of products customers purchase in each order.

How It’s Calculated:

$\text{Units Per Order} = \frac{\text{Total Units Sold}}{\text{Total Orders}}$

For example, if you sold 120 units across 40 orders: $\text{Units Per Order} = \frac{120}{40} = 3.0 \text{ units per order}$

What This Means for You:

This metric helps you understand if customers are buying single items or multiple items
Higher units per order can improve overall revenue
This metric is useful for inventory planning
If units per order is exactly 1.0, customers are buying one item at a time

Important Note: If there are no orders, Units Per Order cannot be calculated and will display as 0.0.

Aggregated Metrics Calculation

When viewing data grouped by Product or Campaign, or when viewing the “All Types” tab, the system aggregates metrics across multiple items. Here’s how aggregation works:

Summed Metrics (simply added together):

Ad Spend: $\text{Total Spend} = \sum_{i=1}^{n} \text{Spend}_i$
Ad Revenue: $\text{Total Revenue} = \sum_{i=1}^{n} \text{Revenue}_i$
Clicks: $\text{Total Clicks} = \sum_{i=1}^{n} \text{Clicks}_i$
Impressions: $\text{Total Impressions} = \sum_{i=1}^{n} \text{Impressions}_i$
Units: $\text{Total Units} = \sum_{i=1}^{n} \text{Units}_i$
Orders: $\text{Total Orders} = \sum_{i=1}^{n} \text{Orders}_i$
Profit: $\text{Total Profit} = \sum_{i=1}^{n} (\text{Revenue}_i - \text{Spend}_i)$

Recalculated Metrics (calculated from aggregated totals):

CPC: $\text{CPC} = \frac{\text{Total Spend}}{\text{Total Clicks}}$
CTR: $\text{CTR} = \left(\frac{\text{Total Clicks}}{\text{Total Impressions}}\right) \times 100\%$
ACoS: $\text{ACoS} = \left(\frac{\text{Total Spend}}{\text{Total Revenue}}\right) \times 100\%$
ROAS: $\text{ROAS} = \frac{\text{Total Revenue}}{\text{Total Spend}}$
Conversion Rate: $\text{Conversion Rate} = \left(\frac{\text{Total Orders}}{\text{Total Clicks}}\right) \times 100\%$
Cost of Sale: $\text{Cost of Sale} = \frac{\text{Total Spend}}{\text{Total Units}}$
Average Order Value: $\text{AOV} = \frac{\text{Total Revenue}}{\text{Total Orders}}$
Units Per Order: $\text{Units/Order} = \frac{\text{Total Units}}{\text{Total Orders}}$

Important Understanding: When metrics are aggregated, the system recalculates percentages and ratios from the totals rather than averaging individual percentages. This ensures accuracy.

For example:

Product A: 10 clicks, 1 order = 10% conversion rate
Product B: 90 clicks, 9 orders = 10% conversion rate
Aggregated: 100 clicks, 10 orders = 10% conversion rate (not the average of 10% and 10%)

This approach gives you accurate overall performance metrics.

Time Period Calculations

When you expand rows to see time-period breakdowns, the system divides your selected date range into smaller periods based on your granularity setting:

Daily Granularity:

Each period represents one calendar day
Periods run from 00:00:00 to 23:59:59 of that day
Number of periods = number of days in your date range

Weekly Granularity:

Each period represents one week
Weeks typically run Sunday through Saturday (or Monday through Sunday, depending on system settings)
Number of periods ≈ (number of days in range) ÷ 7

Monthly Granularity:

Each period represents one calendar month
Periods run from the first day to the last day of that month
Number of periods = number of months in your date range

Partial Periods: If your date range doesn’t align perfectly with periods (e.g., starting mid-week or mid-month), the first and last periods will be partial periods containing only the days within your selected range.

Percentage Calculations in Tables

When viewing the “All Types” tab, you’ll see percentage columns showing what portion of total spend or revenue each ad type represents:

Ad Spend Percentage: $\text{Ad Spend \%} = \left(\frac{\text{Ad Type Spend}}{\text{Total Spend Across All Types}}\right) \times 100\%$

Ad Revenue Percentage: $\text{Ad Revenue \%} = \left(\frac{\text{Ad Type Revenue}}{\text{Total Revenue Across All Types}}\right) \times 100\%$

These percentages help you understand the distribution of your advertising investment and revenue across different ad types.