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

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.

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.

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.

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.

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 generates reports asynchronously, and processing can take anywhere from a few minutes up to about 3 hours depending on report size and Amazon's own queue. If you see a "report is currently being generated" message, this is expected — re-running the data flow doesn't start a new report, it continues checking the one already in progress.
• Sponsored Brands and Display coverage: Coupler.io supports Sponsored Products campaigns (all report types) and Sponsored Brands campaigns via the "Sponsored brands purchased product report." Sponsored Display campaigns are not yet 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.