A Comprehensive Guide to Amazon DSP Report Metrics
Amazon DSP (Demand-Side Platform) offers a robust suite of reporting metrics that provide insights into the performance of DSP ad campaigns. Understanding these metrics is crucial for advertisers who aim to optimize their campaigns. In this article, we’ll break down the key Amazon DSP metrics and provide a clear understanding.
Viewable Impressions refer to the number of impressions that users actually saw.
The Viewability Rate (%) represents the percentage of total impressions that were viewable. This shows how many of the impressions served were actually viewable by users.
CPM (Cost per Thousand Impressions) is the cost per 1,000 impressions. This metric shows the cost of delivering 1,000 ad impressions.
Viewable Imp CPM measures the cost per 1,000 viewable impressions, indicating the cost for every 1,000 impressions that were actually viewable.
Viewable Imp CTR (%) refers to the percentage of total clicks from the viewable impressions. This shows the percentage of clicks that occurred from impressions that were viewable.
Clicks indicate the number of ad clicks.
CTR (%) represents the percentage of click-throughs to total impressions. This indicates the percentage of users who clicked on the ad out of the total impressions served.
CPC (Cost per Click) shows how much each click costs, on average.
Detail Page Views (DPV) count the number of times a user clicked through the ad to view the product detail page.
DPV Rate (%) represents the percentage of detail page views to total clicks, showing how many users clicked through to the detail page from total ad clicks.
Cost per DPV measures the cost per detail page view, showing the average cost for each detail page view.
Add to Cart (ATC) refers to the number of times users added the product to their cart.
ATC Rate (%) indicates the percentage of add-to-carts from total clicks, showing how many clicks led to an "Add to Cart" action.
Cost per ATC measures the cost per add to cart, showing the average cost for each time a user adds the product to their cart.
Product Review Page Visits (PRPV) denotes the number of times users visit the product review page.
PRPV Rate (%) represents the percentage of product review page visits to total clicks, indicating how many clicks led to users visiting the product review page.
Cost per PRPV measures the cost per product review page visit, showing the cost for each visit to the product review page.
Add to List (ATL) refers to the number of times the promoted ASIN was added to the buyer's list.
ATL Rate (%) represents the percentage of add-to-lists to total clicks, showing the percentage of clicks that resulted in the ASIN being added to a user’s list.
Cost per ATL measures the cost per add-to-list, showing the average cost per ASIN added to a list.
Brand Search counts the number of times users searched for a branded keyword related to the promoted ASIN.
Brand Search Rate (%) represents the percentage of brand searches from total impressions, showing the percentage of impressions that led to a brand search.
Cost per Brand Search measures the cost per brand search, showing the average cost for each brand search.
Purchase refers to the number of ad-attributed purchase events.
Purchase Units count the number of units sold from ad-attributed purchases.
Units per Purchase represents the number of units sold per purchase, indicating the average number of units sold per purchase event.
Cost per Purchase measures the cost per ad-attributed purchase event, showing the cost of each purchase driven by the ad campaign.
Subscribe & Save Purchasers count the number of "Subscribe & Save" shoppers.
Cost per Subscribe & Save Purchasers measures the cost per "Subscribe & Save" purchaser, showing how much each "Subscribe & Save" customer costs.