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Lecture 3

Topic # 3

Campaign Terminologies (CTR, CVR, ACOS, ROAS etc)

Performance metrics definitions

Budget
Your budget is the average amount you’re willing to spend on your campaign per day. For Sponsored Brands, you also have the option to set a lifetime budget for your campaign.
Impressions
An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been served to a user. Amazon provides you the total number of impressions for each campaign and target.
Clicks
A click occurs whenever shoppers click on an ad. The click metric is a count of how many times an ad is clicked. Amazon provides you the total number of clicks for each campaign and target.
Spend
The total click charges for a product ad. Amazon provides the spending for each campaign and target.
Sales
The total product sales generated from clicks. For Sponsored Brands, this also includes purchases for your brand’s products made by shoppers that clicked on your ad, including sales of any product in your advertised brand made by Amazon and other sellers.
Orders
The number of Amazon orders shoppers placed after clicking on your ads. For Sponsored Products, this includes orders from advertised products as well as other products (advertised or not) within your brand sold by Amazon within 14 days for vendors and 7 days for sellers, excluding third-party sellers. For Sponsored Brands, this includes orders from advertised products and all products (advertised or not) within your brand sold by Amazon and third-party sellers within 14 days. For authors, your KDP orders reports will show you the final orders numbers, which may be different from the number you see in Campaign Manager.
It can take up to 12 hours for your order metrics to update. As a result, order metrics may be delayed in the “Today” date range. They recommend waiting until all order metrics are populated before evaluating campaign performance. Payment failures and orders that are canceled within 72 hours will be removed from orders’ totals.
ACOS
Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100).
ROAS
Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend)
Kindle Edition Normalized Pages (KENP) metrics
KENP metrics are specific for KDP authors. KENP Read and KENP Royalties are two metrics that provide the estimated number of normalized pages and royalties attributed to your Sponsored Products campaign from customers who borrow your book from Kindle Unlimited.
Click-through rate (CTR)
The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks/impressions).
Cost-per-click (CPC)
The average amount paid for a click on the keyword, calculated as total spends divided by the number of clicks (spend / clicks).
New-to-brand orders
For Sponsored Brands and Sponsored Display, the number of first-time orders for products within the brand over a one-year lookback window.
New-to-brand sales
For Sponsored Brands and Sponsored Display, the total sales (in local currency) of new-to-brand orders.
% of orders new-to-brand
For Sponsored Brands and Sponsored Display, the percentage of total orders that are new-to-brand orders.
% of sales new-to-brand
For Sponsored Brands and Sponsored Display, the total sales (in local currency) of new-to-brand purchases.
Units sold
For Sponsored Brands, the total number of individual units of your products that are included in Amazon orders from shoppers after clicking your ads.
Units per order
For Sponsored Brands, the average number of units of your products that are included in Amazon
orders from shoppers after clicking your ads.
Sales per order
For Sponsored Brands, the average value of Amazon orders from shoppers after clicking your ads.

Performance metrics for Sponsored Brands video

Viewable impressions
Views are the number of impressions that met the MRC viewability standard (50% viewable with 2 seconds playback completed).
VTR
View-through-rate (views/impressions).
vCTR
Clicks-through-rate for views (clicks/views).
CPV
Cost-per-view (campaign spend/views).
5-second view
The number of impressions where the shopper watched the complete video or 5 seconds (whichever is shorter).
5-second view rate
The percentage of impressions where the shopper watched the complete video or 5 seconds (whichever is shorter).
Video first quartile
The number of impressions where the video was viewed to 25%
Video midpoint
The number of impressions where the video was viewed to 50%
Video third quartile
The number of impressions where the video was viewed to 75%
Video complete
The number of impressions where the video was viewed to 100%
Unmutes
The number of impressions where a shopper unmuted the video

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