Performance Metrics

Spend

The total charges for clicks across all campaigns. You get charged for the number of clicks you receive on your ads. Charges are incurred when you receive your first click, as well as for every subsequent click.

Once identified, it may take up to 3 days to remove invalid clicks from your spend statistics. Date ranges that include spend from the last 3 days may be adjusted due to click and spend invalidation.

Ad impressions

The number of times your ad was displayed. An impression occurs whenever an ad is displayed - and this metric shows you a count of how many times your ad has been served to a user. You can view the total number of impressions across all campaigns.

Ad Clicks

The number of clicks on your ads. A click occurs whenever shoppers click on an ad - and this metric shows you a count of that.. You can view the total number of clicks received across all campaigns.

Orders

The number of orders shoppers placed after clicking on ads. This includes orders from advertised products as well as other products (advertised or not). You can view metrics for orders placed until yesterday.

Ad Revenue

When shoppers interact with one of your ads and make a purchase of one of your advertised or not advertised products, the sale is attributed to your ad campaign. All sales are reported on the date of the order.

Attribution window: This is the period after an ad click that a sale can occur and can be attributed to your advertising campaign.

Eligible sales: To be eligible for attribution to an advertising campaign, a sale must be preceded by a click from the same shopper that purchases, within the attribution window.

Reporting date: Click is reported on the date of the click and a sale is reported on the date of the order.

Deduplication: If a shopper clicks multiple ads, from the same or different campaigns, before making a purchase, the sale will be attributed only to the last ad the shopper clicked.

Cancellations: Orders once attributed remain attributed to the respective ad click including canceled orders. Attributed sales reporting is based on the listed prices of the products on the detail pages. Cart discounts are not factored into attributed sales. This can drive discrepancies in expected revenue when compared to retail data.

ROI

The revenue you receive from your advertising investment. This is calculated by dividing sales attributed to your ads by your spend.

Understanding ROI: This is a helpful measurement to evaluate the overall effectiveness of a specific sponsored ads campaign. ROI is the ratio of the total sales generated by the advertising spend invested on the campaign (ROI = Sales / Ad Spend).

For example, if you spent $20 on a sponsored ads campaign that generated $100 in sales, the ROI will be 5. ROI is represented as a number that is to be interpreted as an index (multiplier) rather than a percent (%).

How to use ROI: Use ROI to understand how efficient your advertising investment is at driving attributed sales. As ROI increases, your campaign becomes more efficient. Depending on your performance objective, ROI is one metric that can be used to measure the effectiveness of campaigns.