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This article applies to selling in: United Kingdom

Performance metrics

Performance metrics are available in the campaign manager interface and from reports that can be downloaded for use in Microsoft Excel, Google Spreadsheet, and other popular spreadsheet programs.

Available multi-language captions are best viewed in the Google Chrome browser.

In the campaign manager you have the option to display metrics for today, yesterday, week to date, last week, month to date, last month, year to date, lifetime, or customized (available for the last 90 days). The specific dates included in you displayed metrics are shown as the x-axis of the graph.

Note: The metrics in the campaign manager is updated every hour. Sales and ACOS data takes up to 48 hours to populate and might be incomplete in the "Yesterday" view in Campaign Manager. In this view Spend is an estimate and can be updated until three days after the click occurs, as we validate your click traffic. Learn more about traffic validation

Performance metrics definitions

Budget

Your budget is the average amount you are willing to spend on your campaign per day. For Sponsored Brands, you also have the option to set a lifetime budget for your campaign. Learn more about budgets

Impressions

An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been served to a user. We provide you the total number of impressions for each campaign, ad group, and target.

Clicks

A click occurs whenever shoppers click on an ad. The clicks metric is a count of how many times an ad is clicked. We provide you the total number of clicks for each campaign, ad group, and target.

Spend

The total click charges for a product ad. We provide the spend for each campaign, ad group, and target.

Sales

The total product sales generated from clicks. For Sponsored Brands this also includes purchases for your brand's products made by shoppers that clicked on your ad, including sales of any product in your advertised brand made by Amazon and other sellers. Learn more about sales

Orders

The number of Amazon orders shoppers placed after clicking on your ads. For Sponsored Products, this includes orders from advertised products as well as other products (advertised or not) within your brand sold by Amazon within 14 days for vendors and 7 days for sellers, excluding third-party sellers. For Sponsored Brands, this includes orders from advertised products and all products (advertised or not) within your brand sold by Amazon and third-party sellers within 14 days. For authors, your KDP orders reports will show you the final orders numbers, which may be different from the number you see in Campaign Manager.

It can take up to 12 hours for your orders metrics to update. As a result, orders metrics may be delayed in the “Today” date range. We recommend waiting until all orders metrics are populated before evaluating campaign performance. Payment failures and orders that are cancelled within 72 hours will be removed from orders’ totals. Learn more about sales.

ACOS

Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100). Learn more about ACOS

ROAS

Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend). Learn more about ROAS

Kindle Edition Normalized Pages (KENP) read

The KENP read is a metric specific for KDP authors. This metric is the estimated number of normalized pages attributed to your Sponsored Products campaign from customers who borrow your book from Kindle Unlimited or the Kindle Owners' Lending Library (KOLL).

Click-through-rate (CTR)

The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks / impressions).

Cost-per-click (CPC)

The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks (spend / clicks).

New-to-brand orders

For Sponsored Brands, the number of first-time orders for products within the brand over a one-year lookback window. Learn more about Sponsored Brands new-to-brand metrics

New-to-brand sales

For Sponsored Brands, the total sales (in local currency) of new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics

% of orders new-to-brand

For Sponsored Brands, the percentage of total orders that are new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics

% of sales new-to-brand

For Sponsored Brands, the total sales (in local currency) of new-to-brand purchases. Learn more about Sponsored Brands new-to-brand metrics

Units sold

For Sponsored Brands, the total number of individual units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window

Units per order

For Sponsored Brands, the average number of units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window

Sales per order

For Sponsored Brands, the average value of Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window

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