What is Return on Consumer (ROC)?

Return on Consumer (ROC) is a metric that measures how effectively a brand engages, converts, and retains customers throughout their entire journey—from first exposure to repeat purchases—providing a broader view than traditional metrics like Return on Ad Spend (ROAS).

What is the ROC Dashboard?

The ROC Dashboard in Perpetua offers advertisers a comprehensive view of the Amazon customer journey, segmented into Opportunity, Awareness, Interest, Purchase, and Loyalty stages.

Leveraging Amazon Marketing Cloud (AMC) data and Brand Metrics, the dashboard quantifies users at each stage, monitors their progression over time, benchmarks performance against peers, and provides health scores, with data updated monthly.

Advertisers can explore each stage in depth to analyze active, at-risk, and churned customers, review average time spent, and access actionable recommendations. The ROC Dashboard is available under the Custom Reporting tab in Perpetua for clients with an active AMC instance.

Where can I find the ROC Dashboard?

The ROC Dashboard is available under the Custom Reporting tab in Perpetua for clients with an active AMC instance.

To navigate to the dashboard, click Custom Reporting > AMC Reports > Return on Consumer.

🚨IMPORTANT🚨
An AMC instance is required for users to access the ROC Dashboard.

Funnel Health Score

Your overall funnel health score shows how your brand’s shopper funnel is doing compared to other brands in your category.

Funnel Health Score Calculation

The Funnel Health Score is calculated using two inputs from Amazon Brand Metrics Data:

1️⃣ Mass: How many consumers reach that stage

2️⃣ Return on Engagement (ROE): How effectively those consumers progress to the next stage.

Using these inputs, the dashboard calculates your score on a 0 to 100 scale:

Health Score 🫀	Performance 📈
0-50	Performing below the category average
50	Performing at the category average
50-100	Performing above the category average, up to the top performers

💡 NOTE: Your funnel performance is compared to other brands in your Amazon category, not to all brands on Amazon.

Health Scores at Different Stages

Each stage-specific health score shows how your brand performs at a specific point in the shopper journey. You can use these scores to:

1️⃣ Identify strengths and gaps

2️⃣ Prioritize optimizations

3️⃣ Track improvement over time

Use the graph to see the progression of health scores in each stage of the funnel.

Funnel Visualization

The funnel visualization provides a clear view of how shoppers progress from Opportunity to Loyalty, allowing you to identify where they stall or exit so you can focus investment where it will drive the greatest impact.

Dots per stage Represent (1 dot = # of users)

The shaded part behind the dots indicates the stage of the funnel consumers are in.

Note: Number of users per dot will vary based on the number of people in the funnel.

Active, At-Risk, and Churned Consumers

Take a look at the table below to see how these stages are defined.

Metric 📏	Definition 💡
Active	The number of users currently engaged in the funnel stage (Eg. users who are still progressing or have recently taken relevant actions, and are not yet at risk or churned.)
At Risk	Users in a funnel stage who have been inactive or stagnant for a defined period, approaching the threshold at which they are likely to churn.
Churned	Users who have exited the funnel at this stage, either by becoming inactive beyond the churn threshold or by not progressing further down the funnel. If a churned customer re-enters the funnel, they will be in the Awareness stage.
Avg Time Spent	The average number of days users spend in a given funnel stage before progressing, becoming at risk, or churning.
At Risk Threshold	The number of days of inactivity after which a user is considered "at risk" within a funnel stage. This number is based on the brand’s own historical trend.
Churn Threshold	The number of days of inactivity after which a user is considered “churned” within a funnel stage. This number is based on the brand’s own historical trend.

Hovering over the dots help you to identify Active, At Risk, and Churned Consumers in that stage of the funnel.

Change the view at the top left corner to see score trends as a bar graph. The legend at the bottom identifies Active, At Risk, and Churned Users.

The table shows the breakdown of users as well as Avg Time Spent, At Risk Threshold, and Churn Threshold.

Recommendations

Recommendations are automated insights that highlight where your funnel lost momentum in the last month. Each month, the system reviews your stage-specific funnel health scores and suggests audience-building or activation strategies to help recover that value.

For example, if a stage such as Interest or Purchase, declines month-over-month, the dashboard automatically surfaces an action designed to help you improve performance at that specific stage.

💡 Note: Each recommendation points to a specific funnel stage, but you'll need to create and activate the suggested audience in the Audience Creation tab, and apply them to your campaigns.

Please don't hesitate to reach out to your dedicated Customer Success Manager or our Live Chat Support Team if you have any further questions.