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Ampd Metrics
A Dictionary of Each Metric Available in Ampd
| Metric | Definition | Formula (if applicable) |
| % of Conversions NTB | Percent of conversions from new-to-brand customers. | NTB Conversions ÷ Total Conversions |
| % of Revenue NTB | Percent of revenue from NTB customers. | NTB Revenue ÷ Total Revenue |
| % of Units Sold NTB | Percent of units sold to NTB customers. | NTB Units ÷ Total Units Sold |
| AACOS | AACOS measures your ad spend as a percentage of your total revenue, including both ad-attributed and organic sales. It gives you a more complete picture of how your advertising is performing in the context of your entire business. | No formula |
| ACOS | ACOS shows how much you spend on advertising to earn one dollar of revenue from ads only. | No formula |
| Ad Target | Ad Target links directly to the product being advertised. | No formula |
| Annual Purchase Frequency | Avg. annual purchases per customer for a product ASIN and its variations are based on Amazon's reported values. | Amazon reported value (no custom formula). |
| Annualized AACOS | Adjusted ad cost (minus BRB) as a % of annualized revenue. | (Ad Cost - BRB) ÷ Annualized Revenue |
| Annualized ACOS | Ad cost as a % of annualized revenue. | Ad Cost ÷ Annualized Revenue |
| Annualized AROAS | Adjusted ROAS considering annualized revenue and BRB. | Annualized Revenue ÷ (Ad Cost - BRB) |
| Annualized Revenue | Revenue adjusted for expected repeat purchases over the year. | Revenue × Annual Purchase Frequency |
| Annualized ROAS | ROAS in context of how often customers buy this product annually. | Annualized Revenue ÷ Ad Cost |
| AROAS (Adjusted Return on Ad Spend) |
ROAS adjusted for the Brand Referral Bonus (BRB) to reduce perceived ad cost. | Revenue ÷ (Ad Cost - BRB) |
| Attributed Clicks (Management Only) | The number of ad clicks that can be directly tied to a specific customer action (such as a purchase) within a defined attribution window. | No formula |
| Average CPC | The average amount you pay for each click on your ad | No formula |
| Average Order Value | The average dollar amount spent each time a customer places an order as a result of your ad. | No formula |
| Bid Automation Status | Indicates whether your campaign is using automated bidding and whether or not it is learning or fully trained. | No formula |
| Brand Referral Bonus (BRB) | ~10% sales credit from properly tagged external traffic on Amazon. | Credit applied by Amazon (approx. 10% of tagged external sales). |
| Cart Rate | The percentage of ad clicks that result in an item being added to the shopping cart. | (Carts ÷ Clicks) × 100 |
| Carts | The total number of times products from your ads were added to a customer’s shopping cart. | No formula |
| Click Share | The percentage of total possible clicks your ad received compared to all ads for the same keywords. | No formula |
| Click Through Rate | The ratio of users who click on your ad after seeing it. | No formula |
| Clicks | The total number of times users clicked on your ad. | No formula |
| Conversion Rate | The percentage of ad clicks that resulted in a conversion (sale or desired action). | No formula |
| Conversions | The number of completed actions attributed to your ad, such as purchases. | No formula |
| Cost | The total amount spent on your ads. | No formula |
| Cost Per Conversion | The average cost you pay for each conversion. | No formula |
| Cost Per NTB Conversion | The average cost per New-to-Brand conversion | No formula |
| CPC Bid | The maximum amount you’re willing to pay for a single click on your ad. | No formula |
| Daily Budget | he average amount you’re willing to spend on your ad campaign per day. | No formula |
| Detail Page Views | The number of times users viewed the product detail page after clicking on your ad. | No formula |
| Impression Share | The percentage of total available impressions your ad received. | No formula |
| Impressions | The number of times your ad was shown to users. | No formula |
| Lost Impression Share (low budget) | The percentage of impressions lost due to your campaign running out of budget. | No formula |
| Lost Impression Share (poor ad rank) | The percentage of impressions lost because your ad's rank was too low (due to low bids, poor relevance, or low quality score). | No formula |
| NTB ROAS (New-to-Brand Return on Ad Spend) |
New-to-brand ROAS' is looking at the ROAS based on your NTB revenue. This metric is calculated by looking at the "% of Revenue NTB" column and dividing that by the total cost of the campaign. A purchase is considered new-to-brand if the customer has not bought a product from the brand in the marketplace within a year. |
% of Revenue NTB ÷ Total Revenue |
| Revenue | The total amount of money generated from sales that are attributed to your ads. | No formula |
| ROAS | A performance metric that shows how much revenue you earn for every dollar spent on advertising. | No formula |
| Start Date | The date the campaign started. | No formula |
| Status | The status shows whether the campaign is enabled or paused. | No formula |
| TACoS (Total Advertising Cost of Sale) |
Total ad cost (incl. Amazon + Google - BRB) as % of total revenue. | (Amazon Ads + Google Ads - BRB) ÷ Total Revenue |
| Units Sold | The number of units sold. | No formula |