Overview
The Amazon Ads Performance dashboard provides a comprehensive view of your Amazon advertising campaigns in one centralized location. Monitor spend, track returns, identify top-performing campaigns, and discover which search terms are driving sales.
Dashboard Link: Amazon Ads Performance
Dashboard Components
1. Ad Top Line Metrics
The dashboard displays six key performance indicators at the top of the page, each showing the current value, a trend line, and percentage change compared to the previous period:
Spend
Total advertising spend across all Amazon campaigns
Track budget utilization and spending trends over time
Channel-Reported Return on Ad Spend (ROAS)
Measures revenue generated per dollar spent on advertising
Formula: Conversion Value ÷ Ad Spend
Higher values indicate more efficient ad performance
Channel-Reported Conversion Value
Total revenue attributed to your Amazon advertising campaigns
Reflects the monetary value of all conversions
Impressions
Number of times your ads were displayed to Amazon shoppers
Indicates reach and visibility of your campaigns
Clicks
Total number of clicks on your ads
Shows engagement level with your advertising creative
Channel-Reported Conversions (Purchases)
Number of completed purchases attributed to your ads
Direct measure of campaign effectiveness in driving sales
2. Spend vs ROAS Chart
This dual-axis visualization helps you understand the relationship between your advertising investment and returns over time.
Chart Elements:
Blue bars: Daily ad spend
Yellow line: Channel-Reported Conversion Value
Green line: Channel-Reported Return on Ad Spend
Purple line: Clicks
Teal lines: Impressions and Channel-Reported Conversions
How to Use This Chart:
Identify days with optimal ROAS relative to spend
Spot spending spikes and their impact on returns
Detect trends and patterns in campaign performance
Evaluate whether increased spending correlates with better returns
3. Amazon Campaign Performance Ranked by Spend
Two detailed tables provide campaign-level insights:
Table 1 - Financial Metrics:
Campaign Name: Identifier for each advertising campaign
Ad Spend: Total amount invested in each campaign
Conversion Value: Revenue generated by the campaign
Channel-Reported Return on Ad Spend: Efficiency metric (revenue/spend)
ACOS Percentage: Advertising Cost of Sale (spend/revenue × 100)
Orders: Number of purchases attributed to the campaign
Table 2 - Engagement Metrics:
Impressions: Ad visibility for each campaign
Clicks: User engagement with ads
Conversion Rate Percentage: Clicks that resulted in purchases
Cost Per Click (CPC): Average cost for each click
Cost Per Acquisition (CPA): Average cost to acquire one customer
Key Insights:
Campaigns are ranked by spend, showing where your budget is allocated
Percentage changes (in green or red) indicate performance trends
Compare ROAS across campaigns to identify top performers
Use ACOS to understand what percentage of revenue goes to advertising
4. Top 100 Amazon Paid Search Queries by Clicks and CTR
This table reveals which search terms are driving traffic to your products:
Columns:
Search Query: Actual keywords shoppers used to find your ads
Total Clicks: Number of clicks generated by each search term
Total Impressions: How often your ad appeared for this search
CTR (Click-Through Rate): Percentage of impressions that resulted in clicks
How to Optimize Using This Data:
Identify high-performing keywords with strong CTR for budget allocation
Discover new keyword opportunities from successful search terms
Find underperforming keywords that may need creative optimization or removal
Understand customer search behavior and intent
5. Amazon Performance by Ad
Granular ad-level reporting helps you optimize individual creative assets:
Table 1 - Spend & Revenue:
Ad Name: Specific identifier for each advertisement
Total Spend: Investment in each ad creative
Total Revenue: Sales generated by the ad
Total Clicks & Impressions: Engagement metrics
Total Conversions: Purchases from the ad
Channel-Reported Return: ROAS for each ad
Table 2 - Efficiency Metrics:
CPC: Cost efficiency of generating clicks
CTR: How compelling the ad is to viewers
CPM: Cost per thousand impressions
CPA: Cost efficiency of acquiring customers
Optimization Strategy:
Pause or revise ads with poor ROAS or high CPA
Scale budget on ads with strong conversion rates and ROAS
A/B test different creative approaches based on performance data
Identify which product variations drive the best results
Best Practices
Regular Monitoring: Check the dashboard daily or weekly to catch performance issues early
ROAS Optimization: Focus budget on campaigns and ads with ROAS above your target threshold
Keyword Strategy: Use search query data to refine keyword targeting and add negative keywords
Budget Allocation: Shift spend from underperforming campaigns to top performers
Trend Analysis: Use the Spend vs ROAS chart to identify seasonal patterns and optimal spending levels
ACOS Management: Keep ACOS within profitable ranges for your business model
Creative Testing: Continuously test new ad creatives and pause low performers
Key Metrics Definitions
ROAS (Return on Ad Spend): Revenue ÷ Ad Spend. A ROAS of 2.23 means you earn $2.23 for every $1 spent.
ACOS (Advertising Cost of Sale): (Ad Spend ÷ Revenue) × 100. A 32.79% ACOS means 32.79% of your revenue goes to advertising.
CTR (Click-Through Rate): (Clicks ÷ Impressions) × 100. Measures ad relevance and appeal.
CPA (Cost Per Acquisition): Ad Spend ÷ Conversions. The average cost to acquire one customer.
CPC (Cost Per Click): Ad Spend ÷ Clicks. The average amount paid for each click.