Amazon Ads Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Amazon Advertising data extraction through Adzviser.
Metrics
Core Performance
| Field Name | Description |
|---|---|
| Impressions | Total impressions |
| Clicks | Total clicks |
| Spend | Total spend |
| Viewable Impressions | Measured impressions that met the applicable viewability standard |
Brand Search Metrics
| Field Name | Description |
|---|---|
| Branded searches | Branded search count |
| Branded search clicks | Number of tracked clicks on branded search |
Attribution Window Metrics
| Field Name | Description |
|---|---|
| ACOS (7 day) | 7-day ACOS |
| ACOS (14 day) | 14-day ACOS |
| ROAS (7 day) | 7-day ROAS |
| ROAS (14 day) | 14-day ROAS |
Purchase Metrics
| Field Name | Description |
|---|---|
| Purchases | Total purchases |
| Purchases (1 day) | 1-day purchases |
| Purchases (7 day) | 7-day purchases |
| Purchases (14 day) | 14-day purchases |
| Purchases (30 day) | 30-day purchases |
| Purchases same SKU (1 day) | Same SKU purchases (1 day) |
| Purchases same SKU (7 day) | Same SKU purchases (7 day) |
| Purchases same SKU (14 day) | Same SKU purchases (14 day) |
| Purchases same SKU (30 day) | Same SKU purchases (30 day) |
| NTB purchases | New-to-brand purchases |
Sales Metrics
| Field Name | Description |
|---|---|
| Sales | Total sales |
| Sales (1 day) | 1-day sales |
| Sales (7 day) | 7-day sales |
| Sales (14 day) | 14-day sales |
| Sales (30 day) | 30-day sales |
| Sales same SKU (1 day) | Same SKU sales (1 day) |
| Sales same SKU (7 day) | Same SKU sales (7 day) |
| Sales same SKU (14 day) | Same SKU sales (14 day) |
| Sales same SKU (30 day) | Same SKU sales (30 day) |
| NTB sales | New-to-brand sales |
Units Sold Metrics
| Field Name | Description |
|---|---|
| Units sold | Total units sold |
| Units sold (1 day) | Units purchased within 1 days of the attributed ad interaction |
| Units sold (7 day) | Units purchased within 7 days of the attributed ad interaction |
| Units sold (14 day) | Units purchased within 14 days of the attributed ad interaction |
| Units sold (30 day) | Units purchased within 30 days of the attributed ad interaction |
| Units sold same SKU (1 day) | Same SKU units (1 day) |
| Units sold same SKU (7 day) | Same SKU units (7 day) |
| Units sold same SKU (14 day) | Same SKU units (14 day) |
| Units sold same SKU (30 day) | Same SKU units (30 day) |
| NTB units sold | New-to-brand units |
Other SKU Metrics
| Field Name | Description |
|---|---|
| Units sold other SKU (1 day) | Other SKU units (1 day) |
| Units sold other SKU (7 day) | Other SKU units (7 day) |
| Units sold other SKU (14 day) | Other SKU units (14 day) |
| Units sold other SKU (30 day) | Other SKU units (30 day) |
| Sales other SKU (1 day) | Other SKU sales (1 day) |
| Sales other SKU (7 day) | Other SKU sales (7 day) |
| Sales other SKU (14 day) | Other SKU sales (14 day) |
| Sales other SKU (30 day) | Other SKU sales (30 day) |
Engagement Metrics
| Field Name | Description |
|---|---|
| Detail page views | Product detail page views |
| Add to cart | Add to cart events |
| Add to cart clicks | Number of tracked clicks on add to cart |
| NTB detail page views | Number of times users viewed ntb detail page |
| NTB detail page view clicks | NTB DPV clicks |
| Orders (view-attributed) | View-attributed orders |
Video Metrics
| Field Name | Description |
|---|---|
| Video views (5 sec) | 5-second video views |
| Video views (100%) | Complete video views |
| Video views (25%) | 25% video views |
| Video views (50%) | 50% video views |
| Video views (75%) | 75% video views |
| Video unmutes | Video unmute events |
| Purchases same SKU | Purchases or units attributed to ads where the purchased SKU matches the advertised SKU |
| Units sold same SKU | Purchases or units attributed to ads where the purchased SKU matches the advertised SKU |
| Sales other SKU | Attributed sales revenue where the purchased SKU differs from the advertised SKU |
| Units ordered other SKU | Attributed units ordered where the purchased SKU differs from the advertised SKU |
| Sales same SKU | Attributed sales revenue where the purchased SKU matches the advertised SKU |
Breakdowns
Account Breakdowns
| Field Name | Description |
|---|---|
| Account name | Name of the account |
| Account ID | Account identifier |
| Account country | Geographic delivery setting for the account |
| Currency | Currency code |
Campaign Breakdowns
| Field Name | Description |
|---|---|
| Campaign ID | Campaign identifier |
| Campaign name | Name of the campaign |
| Campaign type | Type of campaign |
| Campaign budget type | Budget type |
| Campaign status | Current campaign status |
| Campaign budget | Budget amount |
| Campaign cost type | Cost type |
| Campaign placement | Placement classification |
| Campaign bidding strategy | Campaign bidding strategy (e.g., LEGACY_FOR_SALES, AUTO_FOR_SALES) |
| Campaign placement bid % - Top of search | Bid adjustment % for top of search placement |
| Campaign placement bid % - Product pages | Bid adjustment % for product page placement |
| Campaign placement bid % - Rest of search | Bid adjustment % for rest of search placement |
| Campaign audience bid % | Bid adjustment % for audience targeting |
| Campaign audience bid segment | Audience segment name for the bid adjustment |
Ad Group Breakdowns
| Field Name | Description |
|---|---|
| Ad group ID | Ad group identifier |
| Ad group name | Name of the ad group |
| Ad group status | Current ad group status |
Targeting Breakdowns
| Field Name | Description |
|---|---|
| Targeting type | Type of targeting |
| Keyword ID | Keyword identifier |
| Keyword text | Text content stored for the related keyword record |
| Keyword match type | Match type |
| Customer search term | Search term |
| Keyword bid | Keyword/target bid amount |
| Target bid | Target bid amount (alias for Keyword bid — covers keywords, products, categories, and auto targets) |
| Keyword status | Current keyword status |
| Target ID | Target identifier |
| Targeting expression | Targeting setting that determines eligibility by targeting expression |
| Targeting text | Targeting setting that determines eligibility by targeting text |
Product Breakdowns
| Field Name | Description |
|---|---|
| Advertised SKU | Seller SKU of the product promoted by the ad |
| ASIN | Matched target ASIN |
| Other ASIN | Brand halo ASIN |
| Campaign placement bid % - Amazon Business | Bid setting or multiplier configured for the campaign |