Even if you are not a data nerds, you do want to get your hands on Amazon's ad reports. Amazon provides a variety of useful reports to analyze the performance of your ads.
As of July 2020 Amazon provides the following types of Advertising Reports:
Sponsored Products Campaigns (7 reports)
Search Terms
Targeting
Advertised Product
Campaign Placement
Purchased Product
Performance over TimeSponsored Brands Campaigns (5 reports)
Keyword
Keyword Placement
Campaign
Campaign Placement
Search TermsSponsored Brands Video Campaigns (4 reports)
Keyword
Campaign
Campaign Placement
Search TermsSome of your might have access to a third type of campaigns called the Sponsored Display campaign. This last type does not have any reports at the moment since it is in Beta.
What's inside the Performance Over Time Report
Among all of Amazon's great reports, there is one report that befuddled us. With a very pompous title of "Performance Over Time", this report really needs to step up its game. Have you noticed it amongst others in the Advertising Reports section of Sponsored Product Ads? If you haven't, it's ok, you didn't miss much. The reason why we dedicated a whole post to it, is that we get asked about it a lot.
All it contains is 5 columns with not much data, (and that's an understatement). Here are the columns:
Start Date
End Date
Clicks
CPC
Spend
Wow! Notice, that even the most basic metrics such as ad generated Sales are not present, to say nothing of ACoS. The only additional dimension you could add to this report is data aggregation, where Amazon allows you to pick from either 'daily' or 'summary' aggregation.
We would have loved to see this report providing metrics like revenue, ACOS, CTRs on a monthly or quarterly basis, maybe even by product. So far, it's one report with not much use. We hope Amazon is reading this.
Other Types of Amazon Advertising Reports
To learn more about all the other types of reports available from Amazon, head on over to this other post on Amazon Sponsored Products Ad Reports.
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