Exploring Amazon DSP Metrics for Smarter Advertising

I spent a good amount of time recently diving deep into Amazon DSP's reporting metrics as we plan to scale up with DSP this season

Here’s a breakdown of the key metrics on Amazon DSP:

Cost

Impressions

Clicks

Brand Search

Add to Cart

Add to List

Add to Wishlist

Detail Page Views

Product Review Page Visits

On-Amazon Purchase

On-Amazon Sales

On-Amazon Units Sold

Off-Amazon Purchase

Subscribe & Save

Having the absolute values for these key metrics allows you to calculate the Cost per Acquisition (CPA) and Conversion Rate (CR) for each one. For example, you can determine the Brand Search Rate % and the Cost per Brand Search.

Additionally, you can easily track your ROAS and ACOS percentages once these metrics are exposed.

Another powerful insight Amazon DSP offers is understanding New-to-Brand (NTB) metrics. You can track NTB for engagements like Impressions, Clicks, Add to Cart (ATC), Add to List (ATL), Add to Wishlist (ATW), Brand Search, Subscribe & Save (S&S), and Purchases.

You can also explore Halo Engagement, such as how many "Add to Cart" actions were triggered for your products that weren't advertised in your campaigns.

The best part? You can attribute each key metric to clicks and views, helping you distinguish between purchases driven by ads and organic purchases, thus identifying any potential organic cannibalization.

All of these key metrics are available at the Campaign, Audience, Device, Browser, Creative, and ASIN levels, offering deeper optimization opportunities.

If you're seeing diminishing returns on Sponsored Ads and a lack of incremental orders, Amazon DSP is your next best bet.

We’re working to democratize Amazon DSP for brands and agencies in India. In the coming days, we’ll be launching Amazon DSP Self-Serve, with no budget limitations to get your campaigns started.