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
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
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
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)
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
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.
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.
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.
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.
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.
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