Amazon DSP “Pixel Metrics” are now “Off-Amazon Metrics”
3 October 2022
What’s been launched?
Amazon DSP reports have new names for 20 off-Amazon conversion metrics. These 20 metrics were formerly categorised as “pixel metrics” and included conversions from pixel-based tracking. As we improve the conversion tracking experience for Amazon DSP advertisers, these metrics will also include conversions from new, non-pixel-based interfaces. The “Pixel” metric category in the column selector has been renamed “Off-Amazon”.
Off-Amazon purchases in the column selector
|Former metric name||New detail name||New display name||Metric category|
|Product purchased||Off-Amazon purchases||Off-Amazon purchases||Off-Amazon (formerly Pixel)|
|Product purchased views||Off-Amazon purchases view-through conversions||Off-Amazon purchases views||Off-Amazon (formerly Pixel)|
|Product purchased clicks||Off-Amazon purchases click-through conversions||Off-Amazon purchases clicks||Off-Amazon (formerly Pixel)|
|Product purchased CVR||Off-Amazon purchase rate||Off-Amazon purchase rate||Off-Amazon (formerly Pixel)|
|Product purchased CPA||Off-Amazon effective cost per purchase (eCPP)||Off-Amazon eCPP||Off-Amazon (formerly Pixel)|
|Total pixel||Off-Amazon conversions||Off-Amazon conversions||Off-Amazon (formerly Pixel)|
|Total pixel views||Off-Amazon view-through conversions||Off-Amazon views||Off-Amazon (formerly Pixel)|
|Total pixel clicks||Off-Amazon click-through conversions||Off-Amazon clicks||Off-Amazon (formerly Pixel)|
|Total pixel CVR||Off-Amazon conversion rate||Off-Amazon CVR||Off-Amazon (formerly Pixel)|
|Total pixel CPA||Off-Amazon cost per acquisition||Off-Amazon CPA||Off-Amazon (formerly Pixel)|
|Sign-up button||Sign-up||Sign-up||Off-Amazon (formerly Pixel)|
|Sign-up button views||Sign-up view-through conversions||Sign-up views||Off-Amazon (formerly Pixel)|
|Sign-up button clicks||Sign-up click-through conversions||Sign-up clicks||Off-Amazon (formerly Pixel)|
|Sign-up button CVR||Sign-up conversion rate||Sign-up CVR||Off-Amazon (formerly Pixel)|
|Sign-up button CPA||Sign-up cost per acquisition||Sign-up CPA||Off-Amazon (formerly Pixel)|
|Subscription page||Subscribe||Subscribe||Off-Amazon (formerly Pixel)|
|Subscription page views||Subscribe view-through conversions||Subscribe views||Off-Amazon (formerly Pixel)|
|Subscription page clicks||Subscribe click-through conversions||Subscribe clicks||Off-Amazon (formerly Pixel)|
|Subscription page CVR||Subscribe conversion rate||Subscribe CVR||Off-Amazon (formerly Pixel)|
|Subscription page CPA||Subscribe cost per acquisition||Subscribe CPA||Off-Amazon (formerly Pixel)|
Why is it important?
As our industry experiences changes to ad identity, brands look to a trusted partner to unify their data sets, and help drive measurement with the support of ad technology. Total impact is a measurement that combines third-party conversions with Amazon conversions, for example, combined sales and combined return on advertising spend (ROAS) metrics that include attributed sales both on and off Amazon. Off-Amazon conversion data can come from the advertiser or an Amazon-integrated partner.
This update aligns with Amazon initiatives to support options beyond pixels, and is a step in the direction to allow advertisers to import conversion data (customer defined success metrics) from the source of their choice.
Customers using version 3 of the Amazon DSP reporting APIs can select these 20 metrics using updated API field names that align with console reports. Legacy field names are also supported. For full technical details, please read here.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Turkey
- Middle East: Saudi Arabia, United Arab Emirates
- Asia Pacific: Australia, India, Japan, Singapore
Who can use it?
- Managed service
Where do I access it?
- Amazon DSP