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Introduction
Leveraging Amazon Marketing Cloud (AMC) data and Brand Metrics, the ROC Dashboard in Perpetua gives advertisers a comprehensive view of the Amazon customer journey.
In this article, we outline suggested actions you can take based on the health score of each stage.
💡 Wish to learn more about the Return on Consumer dashboard? Learn more here.
Funnel Health Score
Your "Funnel Health Score" provided at the top of your ROC report represents how your brand’s shopper funnel is doing compared to other brands in your category (not to all brands on Amazon).
This is calculated using two inputs from Amazon Brand Metrics Data:
Mass: How many consumers reach that stage;
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 |
Review your "Funnel Health Score" at each stage by navigating the Aggregate Performance section:
AMC Strategy Creation for Each Stage
1️⃣ Awareness Stage
📍 Review Execution Steps:
You notice a low awareness score and see that more than half of the users in the awareness stage have churned before moving to interest.
You're losing momentum in the Awareness stage, failing to engage and convert new customers to Interest.
🚀 Suggested Action:
Create an AMC audience to retarget shoppers who saw your ADS but didn't interact further.
Audience Type:
High Value Shoppers Lookalike,
Past Purchasers Lookalike,
New To Brand Purchasers Lookalike
Audience Set up:
Bid Multiplier: Start with 1.5x (50% increase).
Placement: Increase Top of Search multiplier to 20-30%.
Lookback Window: 90-365 days for awareness.
Campaign Types: Unbranded, Category, Competitor.
2️⃣ Interest & Purchase Stage
📍Review Execution Steps:
The dashboard reveals a high number of churned shoppers in your Interest and Purchase stage.
🚀 Suggested Action:
This trend signals that customers engage but don't progress to purchase. You need to keep those users engaged.
Audience Type:
Repeat Page Viewers
Search Term Targeting
Add To Cart/Wishlist Targeting
Audience Set up:
Bid Multiplier: Start with 2.0x (100% increase).
Product Page Views: 2-3 minimum views.
Search Terms: Flagship category + complementary keywords
Placement: Increase Top of Search (TOS) placement multiplier to +50%.
Lookback Window: 14-30 days (short window = highest intent).
Campaign Types: Branded + Category campaigns.
3️⃣ Loyalty Stage
📍Review Execution Steps:
Your loyalty stage is filled with active users, but your score is low compared to the category. It may signal you're not attracting enough new shoppers who will become repeat buyers, or customers made a purchase but haven't repeated or engaged further.
🚀 Suggested Action:
Create loyalty-focused audiences to maximize customer lifetime value and repeat purchase rates
Audience Type:
New to Brand Purchasers
Past Purchasers
High Value Shoppers
Audience Set up:
Bid Multiplier: Start with 2.0x (100% increase).
Purchase Criteria: 2+ purchases in the last 180 days.
Products: New products, premium items, limited editions.
Placement: Increase Top of Search (TOS) placement multiplier to +50%.
Lookback Window: 30-90 days.
Campaign Types: Branded campaigns.
Leverage Perpetua's Recommendations
The Recommendations in the ROC report will generate new suggestions each month. The system reviews your funnel health scores for each stage and recommends audience-building or activation strategies to help recover value.
You can navigate these recommendations and review what has been generated for each funnel by applying stage-level filters.
🚨 Note🚨
Approving a recommendation from the dashboard will not automatically create the suggested AMC audience, and you’ll need to set it up manually.
You can learn how to create an AMC Audience in Perpetua here.
Other Related Article
Explore additional resources in our Help Centre that may assist you with other AMC-related questions.
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.