Amazon Advertising Reports: Performance Data
The keys to understanding Amazon Advertising Report data for BI, reporting, and data analysis
This article highlights considerations on the timing and quality of Amazon Advertising data coming from Amazon Ad API. Specifically, we cover when data is available and how it can change over time. The various types of reports cover Amazon DSP, Amazon Sponsored Ads, Amazon search terms, and many others.
Understanding these variations will ensure you are factoring the behaviors of Amazon Advertising report data into your insights efforts, be it a custom Amazon Ads dashboard for clients or a 360 view of overall Amazon marketing efforts.
Why do Amazon Seller Central and Vendor Central advertisers need to use reports?
There is a core set of reasons that vary depending on the situation, but they generally cover the following ten points;
- Advertising Investment: Amazon Advertising reports provide valuable insights into the ROI of your advertising investment, allowing you to make informed decisions about how to allocate your ad budget.
- Advertising Strategy: These reports can help you evaluate and refine your advertising strategy by providing data on the effectiveness of your campaigns and identifying areas for improvement.
- Ad Spend: Amazon Advertising reports provide detailed information on ad spend, allowing you to track and manage your advertising budget effectively.
- Keyword Discovery: These reports can aid in the discovery of potential keywords to target, helping you to expand the reach of your advertising efforts.
- Conversion Metrics: Amazon Advertising reports provide essential metrics such as click-through and conversion rates, allowing you to measure the performance of your campaigns and optimize for better results.
- Campaign Optimization: These reports give you a detailed view of your campaigns’ performance, enabling you to make data-driven decisions for optimizing your campaigns.
- Display Strategies: Amazon Advertising reports can help you understand how different display strategies impact your campaigns and adjust accordingly.
- Performance Details: These reports provide detailed information on the performance of each campaign, allowing you to gain a deeper understanding of what’s working and what’s not.
- Advertising Opportunities: Amazon Advertising reports can reveal new advertising opportunities you may not have considered before, helping you expand your reach and grow your business.
- Advertising Cost: Amazon Advertising reports give you a clear picture of the cost of your advertising efforts, helping you manage your ad budget more effectively and make data-driven decisions.
Amazon Advertising reports provide a wealth of information that can help businesses optimize their advertising efforts on the Amazon Ads platform. Reports aid in understanding the return on advertising investment. Businesses can automate their reporting process and make data-driven decisions using the Amazon Ads API.
What types of Amazon Advertising Reports are available?
What types of Amazon Advertising Reports are available? There are several types of Amazon Advertising Reports available, including:
- Campaign performance reports: These reports provide data on the overall performance of your advertising campaigns, including the number of impressions, clicks, and conversions generated by your ads, as well as the costs associated with running your campaigns.
- Keyword performance reports: These reports provide data on the performance of specific keywords in your campaigns, including the number of impressions, clicks, and conversions generated by each keyword, as well as the costs associated with each keyword.
- Product performance reports: The advertised product report provides data on the performance of specific products in your campaigns, including the number of impressions, clicks, and conversions generated by each product, as well as the costs associated with each product.
- Targeting performance reports: These reports provide data on the performance of specific targeting options in your campaigns, including the number of impressions, clicks, and conversions generated by each targeting option, as well as the costs associated with each option.
- Search Term Report: This report provides insights into the search queries that trigger your ads. It allows advertisers to see which terms people click on their ads use, including the number of impressions, clicks, conversion data, and costs associated with those search terms.
- Placement Report: Placement reports inform where your ads are being shown. They track the performance of ads across different websites or locations within a network. These reports provide metrics such as the number of impressions, clicks, and conversions, along with the cost for each placement. Advertisers can use this data to assess the value of different placements and make adjustments to target more profitable locations or to exclude underperforming ones.
How can I use Amazon Advertising Reports?
Automation of Amazon Advertising Reports can speed up managing and optimizing your advertising campaigns on Amazon. Here are a few examples:
- Identify the most effective keywords and targeting options: By analyzing the performance of specific keywords and targeting options in your campaigns, you can identify which ones generate the most impressions, clicks, and conversions and allocate your budget accordingly.
- Analyze the performance of specific products: By analyzing the performance of specific products in your campaigns, you can identify which products generate the most impressions, clicks, and conversions and adjust your campaigns as needed.
- Track the return on investment (ROI) of your campaigns: By comparing the costs of your campaigns to the revenue generated by your ads, you can calculate the ROI of your campaigns and optimize your advertising spend accordingly.
- Make adjustments to your campaigns: By analyzing the data in your Amazon Advertising Reports, you can identify areas for improvement and make adjustments as needed, such as changing your keywords, targeting options, or ad copy.
- Use the data programmatically: The Amazon Advertising API can access the data in your reports and build custom tools and applications to manage and optimize your campaigns.
For example, you can create custom dashboards like this using code-free, automated data feeds from the API:
Understanding Amazon Advertising Report Data Timing
Sales, ACOS, and other data can take up to 48 hours to become available to end-users via the API and Amazon Reporting Console. Today's call to the API for sales data may return an empty result.
In addition to data availability, the data may need to be completed or partially returned. For example, Amazon says that spending and purchases for the past two days are only estimates. Why? Amazon is validating and reconciling click traffic. As a result, the data has not “settled” in Amazon systems.
Amazon says specific data may be updated three days after the click occurs (see traffic validation). As a result, remember that the data for the most recent few days is in flux.
For example, on June 2, you are looking at sales data for June 1. Amazon reported ten sales on the 1st. However, on June 5th, you decide to look at sales for June 1.
On June 5th, Amazon reported 13 sales for June 1. There were three new sales attributed to June 1.
Ad types like Lockscreen Ads can have the view, impression, click, and sales data that take up to 14 days to appear. As a result, you may notice increased spending up to 14 days after a campaign is paused, terminated, or ended.
Another example of change over time is payment failures and orders canceled within 72 hours will be removed from sales totals.
As a result, expect data to shift until Amazon closes out all attribution windows.
Openbridge Amazon Advertising API Cadence
For the Openbridge Amazon Advertising API connector, it can take up to 24 hours for sales data, and data in general, to appear in your target destination. Also, as we stated earlier, the data from the API may be delayed until it settles and reconciles within Amazon.
This means even on initial API sync, the data may still need to be completed. However, as the data settles, we collect it on your behalf with a rolling attribution window capture.
Openbridge data collection maps to attribution windows
Each day, Openbridge will collect data on a rolling 60-day window.
The lookback timing aligns with observed periods in which Amazon will settle data in its systems. We execute this rolling lookback window daily to follow Amazon’s attribution and sync patterns.
If you noticed the 59th-day request, this is a final reconciliation call. Why? This last API call will catch any final updates to Amazon’s systems before hitting the 60-day API limit.
Sometimes, Amazon needs to restate numbers due to a system bug. For example, Amazon may release a notice that data needs a resync of all data:
Understated Reporting Of Sales Data For All Advertisers 1/1/1000-1/1/1000Symptoms to API consumers: Performance data from API and console reports are seeing understated sales between 1/1/1000-1/1/1000 due to manual backfill of data.Date of alert: 1/1/1000
Root cause is currently being investigated by downstream reporting teams.* All Sponsored Ads (Sponsored Brands, Sponsored Products, Sponsored Display) reports are affected.
* All regions (US, EU, JP) are impacted.
* Other conversion event data and purchase sales data outside of 1/1/1000-1/1/1000 appears to be normalRecommendation for API Reporting consumption:
It is recommended to resync your data for affected dates after root cause has been identified and data issue is resolved.
Over time, our approach will ensure you get the most complete and accurate picture of Amazon Advertising data.
Understanding how attribution impacts your Amazon Advertising data
Why does data change over time? It has to do with attribution. You only want to pay for performance, so Amazon must reconcile if a sale occurred and if it can be attributed to an ad.
For example, when a shopper clicks on your ad and purchases your advertised product, Amazon will attribute the sale to your ad campaign. An attribution window is the period for measuring purchases after a click. If a shopper clicks an Ad but returns to your product for X period, the sale may (or may not) fall within the attribution window. If the purchase occurred within the window, it would be included in your sales data, and you are charged for this.
Different Ad types have variations in the attribution window.
Sponsored Products
For Amazon sellers and vendors, Sponsored Product sales data consists of the product sales resulting from ad clicks within seven days. For Amazon vendors, sales data includes the product sales resulting from ad clicks within 14 days.
Our Campaign Performance data feed provides sales attributed to an advertising campaign for a given time frame. Sales data includes sales of the advertised products and sales of the other products in your inventory. For example, if a click on your ad for a t-shirt generates a sale for one of your sweatshirts, this is included in total sales.
Sponsored Brands (+ Sponsored brand video)
Sponsored Brand sales data consists of sales from ad clicks within 14 days. This includes sales of the advertised products and other products within your brand that resulted from clicks on your ads, regardless of whether you sold them or others.
Unlike Sponsored Products campaigns, Sponsored Brands will be shown to shoppers regardless of who presents the featured offer. The purpose of these ads is to allow you to gain more impressions with shoppers on Amazon to promote your brand.
Sponsored Display
Sponsored Display sales data consists of sales resulting from ad clicks within 14 days of your display ads. This includes sales of the advertised product and other products within your brand that resulted from clicks on your ads, regardless of whether you sold them or others. Sales data for “Views” campaigns don’t include products from third-party sellers within your brand.
Understanding how third-party publishers drive sales on Amazon
Interested in understanding the performance of Google Ads, Facebook, and other publishers in driving conversions on Amazon? Amazon Attribution has you covered:
Looking for code-free, automated Amazon Advertising and Amazon Selling Partner data feeds?
Rather than create and run reports manually, Openbridge has unlocked the Amazon Advertising and Selling Partner API data so you can quickly get it into your data lake or warehouse. Finally, you can get the needed data by tapping into data critical to optimizing performance and accelerating sales growth.
- Amazon Advertising — Openbridge delivers media-related data for Amazon Sponsored Products, Amazon Sponsored Display, and Amazon Sponsored Brands. The API provides direct access to critical campaigns, keywords, ads, products, and brand advertising data points.
Also, see Additional SP-API Data Feeds:
- Amazon Inventory: Get FBA Inventory Reports data for the listing, condition, disposition, and quantity to help with inventory.
- Amazon Fulfillment: Get comprehensive, product-level detail on inbound shipments, shipped FBA orders, quantity, tracking, and shipping with FBA Fulfillment Reports and Inbound Fulfillment API.
- Amazon Orders: Order and item information for FBA and seller-fulfilled orders, including order status, fulfillment, sales channel information, item details with Order API, and FBA Orders Reports.
- Amazon Finance: Balances, payouts, estimated and actual selling, storage, and fulfillment fee data with FBA Settlement Reports, FBA Fees, and Finance API
- Detail Sales & Traffic: Business-level Sales and Traffic reports offer performance metrics for product sales, revenue, units ordered, and page traffic metrics such as page views and buy box.
- Vendor Central: Manage retail business operations with automated integration so vendors can improve and maintain performance at scale while growing business.
- Retail Analytics: Vendor Retail Analytics delivers ordered revenue, glance views, conversion, replenishable out-of-stock, lost buy box, returns, replacements, and many more.
- Brand Analytics: Brand Analytics offers sellers' and vendors' market basket analysis, search terms reports, repeat purchases, alternate purchases, item comparisons, and more brand reports.
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