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Why advertising metrics matter
From upper-funnel metrics, such as impressions and clicks, to sales, subscriptions and gaining new customers, robust measurement helps you understand what your advertising accomplishes. Nearly 1 in 5 marketers struggle to measure the effectiveness of their marketing efforts,1 but understanding the insights and reporting available to you can help you measure your ad performance and make the best choices for optimising your campaigns.
1 Merkle, Q1 2020 Customer Engagement Report, US and UK.
How Amazon Advertising can help measure advertising effectiveness
Our reporting and measurement solutions help all advertisers – from start-ups to leading advertising agencies and established brands – to accurately measure the impact of advertising and make it easy to plan, optimise and measure marketing strategies.
Understand your audiences
A third of advertisers are not confident that they are successfully reaching the right audiences.2 Leverage billions of first-party insights across Amazon devices and sites for a holistic, singular view of audiences that can help you better understand your customers and the audiences reached by your advertising.
Prove advertising impact
More than one in three CMOs found it challenging to link marketing investments to important business objectives.3 Advertising metrics such as new-to-brand metrics, advertising cost of sales (ACOS) and return on ad spend (ROAS) demonstrate proof of the impact on sales performance and whether audiences responded to your campaigns.
Optimise your campaigns
Combine first and third-party reporting for a complete view of results both on and off Amazon. Optimise your campaigns and develop an informed advertising strategy by seeing which of your tactics and channels are the most effective.
2 Kantar, Marketing in Motion, 2019, US. 3 eMarketer, The Future of the CMO, 2019, US.
Amazon Advertising measurement solutions
Amazon Advertising’s products offer a variety of insights into advertising performance.
Amazon Attribution is a standalone measurement product that provides advertising metrics for non-Amazon digital marketing tactics, including standard traffic metrics such as impressions and clicks, and Amazon conversion metrics such as detail page views, Add to Baskets and purchases.
Reporting in the Amazon DSP includes retail insights to compare activity on Amazon before, during and after your campaigns, and campaign reporting that shows your campaign’s impact on how customers discover, research and purchase your products. Third-party reporting solutions, such as brand lift and offline sales impact, are also available.
Reports provide campaign and placement performance, ad clicks, sales and advertising cost of sales (ACOS), which represents your ad spend as a percentage of sales. Sponsored Brands also features new-to-brand metrics, which measure aggregated purchases from first-time customers of your brand on Amazon that resulted from your campaign.
Stores metrics include daily visitors, page views and sales generated from your Store. If you promote your Store in external marketing activities, you can also add a tag to the URL to analyse traffic sources to your Store.