Amazon DSP (DemandSide Platform) allows advertisers to programmatically purchase display and video ads across Amazon’s ecosystem and third-party websites. To gauge the effectiveness of these campaigns, it’s essential to understand and measure various metrics. Here’s a breakdown of key Amazon DSP ad metrics, explained in a simple, clear way for advertisers to maximize their ROI:
Impressions
Viewable Impressions: The number of impressions seen by users, indicating the visibility of your ads; higher viewable impressions suggest effective placement.
Viewability Rate %: Percentage of total impressions that were actually viewable, with a higher viewability rate indicating significant portions of your ads are being seen, enhancing engagement.
Cost Per Thousand Impressions (CPM): The cost incurred for every thousand impressions served, helping measure the cost-effectiveness of your ad placements.
Viewable Impressions CPM: Cost per thousand viewable impressions, providing insight into the cost efficiency of ads that are viewed, rather than just served.
Viewable Impressions ClickThrough Rate (CTR) %: Percentage of total clicks from the viewable impressions, indicating the effectiveness of your ads in driving clicks when they are actually seen.
Clicks
Clicks: Total number of ad clicks, serving as a direct measure of user engagement with your ads.
ClickThrough Rate (CTR) %: Percentage of clickthroughs relative to total impressions, with a higher CTR indicating that your ads resonate well with the audience.
Looking to optimize your ad's CTR? Check out How to Increase sales on Amazon
Cost Per Click (CPC): The amount paid for each click on an ad, essential for budgeting and evaluating the cost-effectiveness of ad campaigns.
Detail Page View
Detail Page View (DPV): Number of times users view the product detail page, indicating the level of interest in your product postclick.
Detail Page View Rate %: Percentage of detail page views to total clicks, showing how many clicks lead to product exploration and reflecting ad effectiveness.
Cost Per Detail Page View: Total cost divided by total detail page views, helping measure the cost efficiency of driving interest to your product pages.
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Add to Cart
Add to Cart (ATC): Total number of times products are added to the cart, reflecting user intent to purchase and potential sales.
Add to Cart Rate %: Percentage of add-to-cart actions relative to total clicks, with a higher rate suggesting strong purchase intent among users.
Cost Per Add to Cart: Total cost divided by total add-to-carts, measuring the cost-effectiveness of converting clicks to potential purchases.
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Product Review Page Visits
Product Review Page Visits (PRPV): Number of visits to the product review page by users, indicating interest in user reviews that can influence buying decisions.
Product Review Page Visit Rate %: Percentage of product review page visits to total clicks, showing how many users are engaging with reviews after clicking on the ad.
Cost Per Product Review Page Visit: Total cost divided by total visits to the product review page, helping measure the efficiency of driving traffic to review content.
Add to List
Add to List (ATL): Number of times the promoted ASIN is added to a buyer's list, reflecting user interest in saving products for future consideration.
Add to List Rate %: Percentage of adds to list relative to total clicks, with a higher rate indicating effective engagement and future purchase intent.
Cost Per Add to List: Total cost divided by total adds to list, measuring the cost-effectiveness of encouraging users to save products.
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Brand Searches
Brand Searches: Number of times people searched for a branded keyword on Amazon, indicating brand recognition and interest generated by the ad campaign.
Brand Search Rate %: Percentage of brand searches relative to total impressions, with a higher rate signifying successful brand awareness efforts.
Cost Per Brand Search: Total cost divided by total brand searches, measuring the cost-effectiveness of generating brand interest.
Purchases
Purchases: Total number of ad-attributed purchase events, representing the ultimate goal of advertising and indicating campaign success.
Purchase Units: Number of units sold from ad-attributed purchases, reflecting the overall sales impact from the campaign.
Units Per Purchase: Total purchases divided by total purchased units, helping assess purchasing behavior and trends.
Cost Per Purchase: Total cost divided by total purchases, essential for understanding the cost of acquiring new customers.
Subscribe & Save Purchasers: Total number of shoppers who opted for Subscribe & Save, indicating long-term customer engagement and retention.
Cost Per Subscribe & Save Purchase: Total cost divided by total Subscribe & Save purchasers, evaluating the efficiency of acquiring subscription-based customers.
New-to-Brand (NTB) Purchase
NTB Purchase: This metric measures the total number of purchases made by new customers who haven't purchased from your brand within the past year. It helps assess how effectively your ads attract new customers.
NTB Purchase Units: The number of units bought by new-to-brand customers. This metric highlights the volume of products new customers are purchasing.
NTB Units per Purchase: This is calculated by dividing the total NTB units by the total NTB purchases. It gives you an idea of how many items new customers tend to buy per transaction.
NTB Cost per Purchase: To calculate this, divide the total cost by the total NTB purchases. This helps you determine the cost of acquiring a new customer.
Repeat Purchase
Repeat Purchase: This metric is the total number of purchases minus NTB purchases. It shows how many transactions are coming from returning customers.
Repeat Purchase Rate %: Calculated as the percentage of repeat purchases to total purchases. A higher repeat purchase rate signals strong customer retention.
Repeat Purchase Units: The total number of units bought by repeat customers. This metric excludes the units bought by new customers.
Repeat Units per Purchase: By dividing repeat purchase units by repeat purchases, you can assess the average number of units purchased by returning customers in each transaction.
Repeat Cost per Purchase: This is calculated by dividing the total cost by repeat purchases. It shows how much you're spending on customers who return for additional purchases.
On & Off Amazon Purchase
On & Off Amazon Purchase: This metric tracks the number of attributed purchase events both on and off Amazon, showing the total reach of your campaign.
On & Off Amazon Purchase Rate %: This percentage is calculated by dividing on & off Amazon purchases by total clicks. It reflects how often clicks convert into purchases.
On & Off Amazon Purchase Units: The total number of units sold across on & off Amazon platforms. It shows how well your campaigns drive unit sales across different channels.
On & Off Amazon Units per Purchase: By dividing total units sold by total purchases, this metric helps you understand the average number of units sold per transaction across On & Off Amazon.
On & Off Amazon Cost per Purchase: This is calculated by dividing total cost by the number of purchases. It tells you how much it costs to generate each on and off Amazon purchase.
Off Amazon Purchase
Off Amazon Purchase: The total number of purchase events attributed to your ads but happening off Amazon.
Off Amazon Purchase Rate %: Calculated as the percentage of offAmazon purchases to clicks, this metric indicates how effectively clicks on your ads convert to sales outside of Amazon.
Off Amazon Purchase Units: The number of units purchased off Amazon. This helps gauge the volume of products sold through external sites.
Off Amazon Units per Purchase: By dividing offAmazon purchase units by offAmazon purchases, you get the average number of items bought per transaction off Amazon.
Off Amazon Cost per Purchase: This is the total cost divided by offAmazon purchases. It gives you an idea of how much you're spending to drive off-Amazon sales.
Total Sales
Total Sales: This includes the total sales from promoted ASINs (products directly advertised) as well as halo ASINs (products purchased as a result of seeing the ad, but not directly advertised).
Average Purchase Price: The average price of purchases is calculated by dividing total sales by the total number of purchases. This metric helps you understand the typical value of each purchase.
Return on Ad Spend (ROAS): ROAS is calculated by dividing total sales by total cost. It indicates how much revenue you’re generating for every dollar spent on ads.
Advertising Cost of Sales (ACOS %): This is the percentage of ad spend relative to ad revenue. A lower ACOS means your ads are more cost-effective.
New-to- Brand Sales
NTB Sales: This metric tracks the total sales attributed to new customers within a year.
NTB Average Purchase Price: Calculated by dividing NTB sales by NTB purchases, this metric reflects the average transaction value for new customers.
NTB ROAS: This is calculated by dividing NTB sales by total cost. It provides insights into the return on ad spend specifically from new customers.
NTB ACOS %: This metric represents the percentage of ad spend relative to NTB sales. Lower NTB ACOS means your ads are effectively driving cost-efficient new-to-brand sales.
Repeat Sales
Repeat Sales: Repeat sales represent the value of purchases made by returning customers. It is calculated by subtracting NewtoBrand (NTB) sales from total sales.
Repeat Average Purchase Price: To determine the average value of repeat sales, you can divide repeat sales by the number of repeat purchases.
Repeat ROAS (Return on Ad Spend): This metric shows the efficiency of your repeat sales relative to the amount spent on ads. It's calculated by dividing repeat sales by total ad cost.
Repeat ACOS %: Repeat ACOS is the percentage of ad spend compared to repeat sales. It’s calculated by dividing total ad spend by repeat sales.
On & Off Amazon Sales
On & Off Amazon Sales: This metric reflects the total value of purchases attributed to your ads, both on Amazon and across third-party sites.
Average On & Off Amazon Purchase Price: To understand the average value of these combined sales, you can calculate this metric by dividing on & off Amazon sales by the number of on & off Amazon purchases.
On & Off Amazon ROAS: This is calculated by dividing on & off Amazon sales by total ad cost.
On & Off Amazon ACOS %: This metric indicates how much of your total ad spend went into driving on & off Amazon sales.
Off Amazon Sales
Off Amazon Sales: Off Amazon Sales measures the total value of purchases attributed to your ads that were completed on third-party sites, giving a view into the sales impact outside the Amazon ecosystem.
Average Off Amazon Purchase Price: This metric is calculated by dividing off Amazon sales by the number of off-Amazon purchases.
Off Amazon ROAS: Off Amazon ROAS measures the return on your ad spend for sales that occur outside of Amazon. It's calculated by dividing off Amazon sales by total ad cost.
Off-Amazon ACOS %: This is the percentage of ad spend relative to off-Amazon sales.
Video Start & End
Video Started (Pixel): This metric tracks the number of video ad views that started based on pixel conversions, offering a way to measure initial engagement.
Video Started CR %: This conversion rate is calculated by dividing the number of video-started pixel conversions by ad impressions.
Cost per Video Started CR %: To understand the cost-effectiveness of getting viewers to start watching your video ad, divide the total cost by the number of video-started pixel conversions.
Video Completed (Pixel): This metric reflects the number of times a video ad was watched in its entirety.
Video Completed CR %: This conversion rate measures the percentage of video completed pixel conversions relative to the total number of ad impressions.
Cost per Video Completed CR %: This metric calculates the cost per completed video view by dividing total cost by the number of video completed pixel conversions.
Video Action
Video Start: This metric measures the number of times your video ad was initiated.
Video Stream: Video stream measures the number of video streams attributed to your ad impressions, showing how frequently users engage with your video ad.
Video Downloads: Tracks the number of times your video ad was downloaded.
Video Mute/Unmute: These metrics measure when users mute or unmute your video ad.
Video Resume/Pause: These metrics track when a viewer resumes or pauses your video ad.
Video Completion
25%, 50%, 75%, and 100% Video Completion: These metrics show the number of times a viewer has watched 25%, 50%, 75%, or 100% of your video ad.
25%, 50%, 75%, and 100% Video Completion Rate %: These are the percentages of viewers who completed at least 25%, 50%, 75%, or 100% of your video, calculated by dividing the number of completions at each stage by the total video starts.
Cost per 25%, 50%, 75%, and 100% Video Completion: These metrics show the cost per viewer who watched 25%, 50%, 75%, or 100% of your video. They are calculated by dividing the total ad cost by the number of completions at each stage.
Conclusion
Amazon DSP offers a variety of metrics that provide detailed insights into your campaign's performance. From tracking repeat sales to understanding video engagement, these metrics allow advertisers to optimize their campaigns for better results, improving both ROI and customer engagement. Understanding and utilizing these key performance indicators will help you make data-driven decisions to elevate your advertising strategy on and off Amazon.
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