# Data Overview

Amazon Ads data flows give you access to performance metrics across different report levels and ad types. Understanding what data is available helps you choose the right report type for your analysis.

## Report types and data levels

| Report Type                                 | Data Level              | Account Coverage            | Best For                                       |
| ------------------------------------------- | ----------------------- | --------------------------- | ---------------------------------------------- |
| Campaign performance by campaigns           | Campaign                | Single or multiple accounts | Comparing campaign-level ROI                   |
| Campaign performance by ad groups           | Ad group                | Single or multiple accounts | Finding underperforming ad groups              |
| Campaign performance by campaign placement  | Placement               | Single or multiple accounts | Understanding ad placement effectiveness       |
| Targeting report                            | Keyword/target          | Single or multiple accounts | Optimizing bids and match types                |
| Search terms report                         | Search query            | Single or multiple accounts | Discovering new keywords and negative keywords |
| Advertised products report                  | Product                 | Single or multiple accounts | Identifying top and bottom product performers  |
| Sponsored products purchased product report | Product (post-purchase) | Single or multiple accounts | Attributing sales to advertised products       |
| Sponsored brands purchased product report   | Product (post-purchase) | Single or multiple accounts | Measuring branded campaign ROI                 |

## Available metrics

#### Performance metrics

| Metric             | Description                                  | Report Types                                   |
| ------------------ | -------------------------------------------- | ---------------------------------------------- |
| Impressions        | Number of times your ads were shown          | All                                            |
| Clicks             | Total clicks on your ads                     | All                                            |
| Spend              | Total advertising spend in the period        | All                                            |
| Sales              | Total sales from attributed conversions      | Campaign, ad group, placement, product reports |
| Units sold         | Number of units sold from ad clicks          | Campaign, ad group, product reports            |
| ACoS               | Advertising Cost of Sale (spend / sales)     | Campaign, ad group, placement, search terms    |
| CTR                | Click-through rate (clicks / impressions)    | Campaign, ad group, placement, targeting       |
| CPC                | Cost per click (spend / clicks)              | Campaign, ad group, placement, targeting       |
| Conversion rate    | Conversions as % of clicks                   | Campaign, ad group, search terms               |
| New ASIN purchases | Sales from products not previously purchased | Campaign, ad group                             |

#### Engagement and efficiency metrics

| Metric                 | Description                             | Report Types                  |
| ---------------------- | --------------------------------------- | ----------------------------- |
| Impressions share      | Your share of impressions in a category | Campaign, ad group            |
| Conversion value       | Total monetary value of conversions     | Product reports               |
| Attributed conversions | Conversions linked to your ads          | Search terms, product reports |
| Units ordered          | Total units ordered from your ads       | Purchased product reports     |

#### Targeting and query metrics (search terms & targeting reports)

| Metric      | Description                               | Report Types        |
| ----------- | ----------------------------------------- | ------------------- |
| Match type  | Keyword match type (exact, phrase, broad) | Targeting report    |
| Bid         | Current bid amount for the keyword/target | Targeting report    |
| Search term | Customer's exact search query             | Search terms report |

## Common metric combinations

**Campaign ROI analysis:** Spend, sales, ACoS, CTR (shows profitability and efficiency)

**Ad group optimization:** Impressions, clicks, CPC, conversion rate, units sold (helps find underperformers)

**Search term discovery:** Search term, impressions, clicks, spend, conversions (identify new keyword opportunities)

**Product performance:** Advertised product, units sold, conversion value, ACoS (which products drive revenue)

**Placement effectiveness:** Campaign placement, impressions, clicks, CTR, spend (compare placement channels)

## Use cases by role

{% tabs %}
{% tab title="PPC Managers" %}
Track campaign and ad group performance across multiple Amazon Ads accounts. Pull daily campaign reports to identify underperforming ad groups, monitor ACoS trends, and analyze search term queries to refine bidding and negative keyword strategies. Use Append transformations to combine data from multiple accounts, or Join to correlate campaign performance with your product data.
{% endtab %}

{% tab title="E-commerce Operations" %}
Monitor product-level performance using the Advertised products and Sponsored products purchased product reports. Track which products drive sales versus which consume budget. Use Aggregate transformations to roll up product metrics by category or SKU family, then compare against your inventory data to optimize product mix and promotional spend.
{% endtab %}

{% tab title="Finance & Analytics" %}
Generate weekly or monthly ROI summaries by pulling campaign performance reports with ACoS and conversion metrics. Use BigQuery or Looker Studio as your destination to build dashboards showing spend trends, campaign profitability, and budget allocation across accounts. Schedule monthly pulls to automate financial reporting.
{% endtab %}

{% tab title="Marketing Executives" %}
Use Coupler.io to feed Amazon Ads data into Power BI or Looker Studio for executive dashboards. Pull monthly campaign summaries showing top campaigns by spend and sales. Combine Amazon Ads data with your other ad channel data (Google Ads, Facebook Ads) using Append transformations for a unified multi-channel view.
{% endtab %}
{% endtabs %}

## Platform-specific notes

* **31-day maximum:** The Amazon Ads API limits date ranges to 31 consecutive days. If you need longer periods, either schedule weekly pulls or use "Totals only" split mode for a single aggregated record.
* **Account coverage:** When you select multiple Amazon Ads accounts, data is pulled separately for each and appended together in your destination. Add an "account" or "profile" column to distinguish between accounts.
* **Report generation time:** Amazon takes time to process reports, especially for large date ranges or accounts with high volume. If you see "report is currently being generated" errors, wait a few minutes before retrying.
* **Sponsored Brands and Display limitation:** Currently, Coupler.io supports Sponsored Products campaigns. Sponsored Brands and Sponsored Display campaigns are not included; this is a known limitation with Amazon's API availability.
* **Data refresh latency:** Amazon Ads data is typically available within 24–48 hours of ad activity. Schedule your data flows accordingly if you need near-real-time reporting.