# Amazon Advertising Reports: The Marketer’s Guide to Growth

As an Amazon seller, you must know the importance of [running PPC campaigns](/content/blog/amazon-ppc-basics/index.html) for your products.

But the work doesn’t stop there.

Let’s say you’ve launched your PPC campaign, picked keywords, and [set up your ad budget](/content/blog/amazon-ppc-cost/index.html)—now what?

How do you know if your efforts are paying off?

That’s where the Amazon advertising report comes in!

Think of it as the guiding wheel for your campaigns that helps you understand what works and what doesn’t for your campaigns.

With this information, you can plan your campaigns better, use budgets smarter, and set your Amazon campaigns up for success.

Let’s go over the different advertising reports Amazon offers and how to use them in this blog.

## Here is a quick peek into the article:

1. [Amazon Advertising Report Types](/content/blog/amazon-advertising-reports/#1/index.html)
   - Sponsored Products (SP)
   - Sponsored Brands (SB)
   - Sponsored Brand Videos (SBV)
   - Sponsored Display (SD)

2. [The most useful Amazon advertising reports – How to analyze them](/content/blog/amazon-advertising-reports/#2/index.html)

3. [How to download Amazon advertising reports from Seller Central](/content/blog/amazon-advertising-reports/#3/index.html)

4. [Final thoughts](/content/blog/amazon-advertising-reports/#4/index.html)

## Amazon Advertising Report Types

Amazon offers multiple PPC reports for Sponsored Products, Sponsored Brands, [Sponsored Brand Videos](/content/blog/amazon-sponsored-brand-ads/index.html), and Sponsored Display ad campaigns. And each report provides different metrics to help you make different business decisions.

### Sponsored Products Reports

For Sponsored Product ads, you’ll get the following reports from Amazon:

- [Search Term Report](/content/blog/amazon-search-terms-report/index.html)
- Targeting Report
- Advertised Product Report
- Campaign Report
- Budget Report
- Placement Report
- Purchased Product Report
- Performance Over Time Report
- Search Term Impression Share Report
- Gross and Invalid Traffic

### Sponsored Brand Reports

Amazon provides the following reports for Sponsored Brand ads:

- Keyword Report
- Keyword Placement Report
- Campaign Report
- Campaign Placement Report
- Search Term Report
- Search Term Impression Share Report
- Category Benchmark Report
- Attributed Purchases
- Gross and Invalid Traffic

### Sponsored Brand Video Reports

Amazon provides the following reports for Sponsored Brand Video ads:

- Keyword Report
- Campaign Report
- Campaign Placement Report
- Search Term Report

### Sponsored Display Reports

Amazon provides the following reports for Sponsored Display ads:

- Campaign Report
- Targeting Report
- Advertised Product Report
- Purchased Product Report
- Matched Target Report
- Gross and Invalid Traffic

## The Most Useful Amazon Advertising Reports – How to Interpret Them

Even if Amazon provides multiple reports for each campaign type, not all reports are equally useful. Most marketers use Search Term reports, Targeting reports, and Advertised Product reports to [optimize PPC campaigns](/content/blog/amazon-ppc-advertising/index.html).

### Search Term Reports

Amazon Search Term Reports are the most commonly downloaded and analyzed PPC report by sellers.

The Search Term Reports give you a clear picture of specific search terms that Amazon customers use to find and purchase your and your competitors’ products.

#### Metrics found in the search term report

- Campaign start date and end date
- Portfolio name
- Campaign Name
- Ad Group Name
- Targeting (keyword targeted)
- Match Type
- Customer Search Term
- Impressions*
- Clicks/Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- 7-Day Total Sales
- [Total Advertising Cost of Sales](/content/blog/tacos-amazon-advertising/index.html) (ACoS)
- Total Return on Advertising Spend (RoAS)

#### How to Use the Search Term Report

If you’re running PPC campaigns for over two weeks, consider analyzing the reports periodically to discover new keyword opportunities.  
For example, you can filter the Search Term Report by [ACoS](/content/blog/amazon-ppc-budget/index.html) to identify keywords that are performing better and not performing at all.

### Targeting Report

The targeting report for Sponsored Product campaigns offers detailed insights into the performance of different targeting options in your campaigns over the past 90 days.

#### Metrics found in the targeting report

- Date
- Portfolio name
- Campaign Name
- Ad Group Name
- Targeting
- Match Type
- Impressions
- Clicks
- Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- Total Advertising Cost of Sales (ACoS)
- Total Return on Advertising Spend (RoAS)
- 7-Day Total Sales
- 7-Day Total Orders (#)

### Advertised Product Report

The Advertised Product Report provides comprehensive performance and sales metrics for all your advertised ASINs in all campaigns that have received at least one [impression](/content/blog/amazon-advertising-impressions/index.html).

#### Metrics found in the advertised product report:

- Start Date/End Date
- Portfolio name
- Campaign Name
- Ad Group Name
- Advertised SKU
- Advertised ASIN
- Impressions
- Clicks
- Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- 7-Day Total Sales
- Total Advertising Cost of Sales (ACoS)
- Total Return on Advertising Spend (RoAS)
- 7-Day Total Orders (#)

### Placement Report

Depending on your bid, Sponsored Product and Sponsored Brand ads can appear in different places like the top of the search, the rest of the search, etc.

#### Metrics found in the placement report

- Date
- Portfolio name
- Currency
- Campaign Name
- Bidding strategy
- Placement
- Impressions
- Clicks
- Cost Per Click (CPC)
- Spend
- 7-Day Total Sales
- Total Advertising Cost of Sales (ACOS)
- Total Return on Advertising Spend (ROAS)
- 7-Day Total Orders (#)

### Budget Report

The Sponsored Products Budget Report helps you manage your ad campaigns better.  
It provides you with metrics to help you understand what would happen to your sales and revenue if your campaigns get out of budget.

#### Metrics found in the budget report

- 7-Day Total Orders (#)
- 7-Day Total Sales
- Average Time in Budget
- Bidding strategy
- Budget
- Campaign Name
- Campaign Type
- Clicks
- Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Currency
- End Date
- Estimated Missed Clicks Range Max
- Estimated Missed Clicks Range Min
- Estimated Missed Impressions Range, Max
- Estimated Missed Impressions Range Min
- Estimated Missed Sales Range Max
- Estimated Missed Sales Range Min
- Impressions
- Portfolio name
- Recommended Budget
- Spend
- Start Date
- Status
- Total Advertising Cost of Sales (ACOS)
- Total Return on Advertising Spend (ROAS)

### Purchased Product Report

Sometimes you can see that shoppers click on a Sponsored Product or Sponsored Display ad but purchase a different product from your portfolio.

The Purchased product report shows which non-advertised product the shopper bought after clicking on your ad. It helps them find ways to reduce ACoS and identify cross-selling and upselling opportunities.

#### Metrics found in the purchased product report

- Start Date
- End Date
- Currency
- Campaign Name
- Portfolio Name
- Cost Type
- Ad Group Name
- Bid Optimization
- Advertised SKU
- Advertised ASIN
- Purchased ASIN
- 14-Day Brand Halo ASIN Orders (#)
- 14-Day Brand Halo ASIN Units (#)
- 14-Day Brand Halo ASIN Sales ($)

### Gross and Invalid Traffic Report

Sometimes you might observe that your listings are getting clicks but not sales. This can happen due to non-human, fraudulent, or bot traffic.

The Gross and Invalid Traffic Report shows you the amount of traffic that is potentially fraudulent or illegitimate.

#### Metrics found in the Gross and Invalid Traffic Report

- Campaign Name
- Clicks
- End Date
- Gross Clicks
- Gross Impressions
- Impressions
- Invalid Click Rate
- Invalid Clicks
- Invalid Impression Rate
- Invalid Impressions
- Start Date
- Status

### Performance Over Time Report

The Performance Over Time report on Amazon provides the clicks, cost-per-click (CPC), and total spend for your Sponsored Product campaigns for a specified period of time.

### Search Term Impression Share (SIS) Report

This report compares your Sponsored Product and Sponsored Brand ads with your competitors’ ads and ranks the keywords based on impression shares.

### Campaign Placement Report

Similar to the Placement Report for Sponsored Products ads, the Campaign Placement Report shows you the performance summary of Sponsored Brand ad campaigns for different placements across Amazon for a selected time period.

### Keyword Placement Report

In the Keyword placement report for Sponsored Brand ads, you can get all performance metrics for keywords for all placement types.

## How to Download Amazon Advertising Reports From Seller Central

Downloading the advertising reports from [Amazon Seller Central](/content/blog/amazon-seller-central-guide/index.html) is very straightforward. Here’s a step-by-step process for you:

- [Log in](https://sellercentral.amazon.com/) to your seller central account.
- Go to “Reports” from the left sidebar, and select “Advertising Reports.”
- If you’ve created reports in the past, you can download them from here straightaway.
- If not, click the “Create a report” button on the top to create a new report.
- Select the configuration and reporting settings according to your needs.
- Click on “Run Report.”
- You can download the report once it is available.

#### Final Thoughts

Data is extremely important to run your Amazon advertising campaigns profitably without any hiccups.

At times, though you’re armed with data, it can be hard to make sense of it. That’s where you need SellerApp’s state-of-the-art technology and expertise.