Measurement and analytics
Omnichannel Metrics
Omnichannel Metrics (OCM) are a way for advertisers to measure the aggregated, total impact of their ad tactics on shopping activities on and off Amazon while campaigns are still mid-flight.
Why should I use Omnichannel Metrics?
OCM enables advertisers to measure the aggregated, total impact of their ad tactics. OCM insights can help advertisers adjust budget allocation, optimize campaign tactics, and maximize media investment ROI.
Create a full-funnel strategy
OCM creates a unified view of your campaigns, offering a holistic full-funnel marketing strategy. Advertisers can measure impact across upper-, mid-, and lower-funnel strategies and tactics.
Turn measurements into actionable solutions
Line-item level reporting in OCM shows the relationship between ad audiences, placements, and creatives on outcomes. OCM enables the agility to optimize and drive campaign efficiency.
Access a holistic view
OCM includes insights from across channels both on and off Amazon, as well as shopping activities online and offline.
Prioritize your security
All Amazon Ads products offer privacy and security, and all reporting is aggregated and anonymized.
How do I start using Omnichannel Metrics?
1
Create an Omnichannel Metrics campaign
Go to the “Studies” tab of the Amazon DSP campaign manager, and select “Create study” under “Omnichannel sales.” Enter your brand or products, then select which orders to include.
2
Submit your study
After you submit your study, it will be automatically reviewed and approved or rejected within one business day. You may edit your study at any time prior to the start date.
3
Optimize your in-flight campaign
Make line-item adjustments to help improve your return on ad spend (ROAS). You can also use Amazon DSP budget optimization to automatically shift budget between line items.
Who can use Omnichannel Metrics?
Omnichannel Metrics is available for CPG and grocery advertisers, including both managed-service and self-service accounts, with eligible Amazon DSP campaigns. OCM is currently available in the U.S.
Educational resources
Course
This course provides an introduction to measurement solutions available on the Amazon DSP and how they can support your brand’s growth.
FAQs
Omnichannel marketing is a cohesive strategy across all your advertising channels, and OCM from Amazon Ads provides a holistic view of its measurement and performance. OCM provides measurement to influence the optimization of campaigns both on and off Amazon.
Omnichannel Metrics charges a usage fee. The fee is 4% of media spend and applies to all impressions measured using OCM.
OCM provides line-item reporting, using metrics to help connect the performance of ads, placements, and creative in your campaigns. Advertisers can then set up an OCM study, and reports will be refreshed and delivered on a weekly basis, even while campaigns are mid-flight.
Multichannel marketing is a strategy that uses multiple channels, while the goal of omnichannel marketing is to provide a more holistic overview.
OCM combines first-party and third-party signals to obtain a holistic view of ad-attributed impact. OCM reporting shares metrics for Amazon retail, off-Amazon, and combined (i.e., omnichannel) metrics. Off-Amazon metrics have a projection factor to compensate for unmatched audiences for ad attribution and/or incomplete third-party transaction coverage.
OCM is available for CPG and grocery advertisers, including both managed-service and self-service accounts, with eligible Amazon DSP campaigns. OCM is eligible to measure campaigns across Streaming TV, video, audio, and display Amazon DSP campaigns.