At Perpetua, we create goals, not campaigns in order to implement your strategic objectives.
When you launch a sponsored products (SP) goal, a sub-set of campaigns are launched. Our campaign structure for Sponsored Products is as follows:
On our app, you are able to view metrics at the goal, segment and campaign levels.
Keep in mind that the goal data you see on the main Sponsored Products page does not match the data when you click the Segments tab within a goal.
Data at the Goal Level
Data at the Goal level on the main Sponsored Products page is an aggregate of campaign data.
Referring to the example in the image below, the goal 'Banana Bag Drink' is set up with 'brand-based targeting' which has two segments within it - branded and unbranded. The attributed sales for the branded segment would be the attributed sales from the two campaigns within this segment, i.e.: branded manual keyword and branded PAT campaigns. Similarly, the attributed sales for the unbranded segment would represent the attributed sales from the three campaigns within it, i.e.: unbranded manual keyword, unbranded PAT and auto campaigns.
Goal Segment Data
When you click into the 'Banana Bag Drink' goal ➡️ click Segments, the attributed sales amount is different than when you look at 'Banana Bag Drink' in the goal overview page (ie. when you click on Sponsored Products on the left side panel, as shown in the image above). That is because this is reflective of search term data.
The attributed sales for the branded segment represent sales coming from branded search terms. The same principle would apply for the unbranded segment; the amount shown reflects the sales that came from unbranded search terms.
All search terms, regardless of which campaigns they are in, will then be classified as Branded, Category or Competitor based on the specified Branded/Competitor Phrases the user defined on Perpetua and brand data on Amazon.
The easiest way to see the distinction between the two is considering the AUTO campaign. Within the Goals view, the AUTO campaigns performance will be seen under the Unbranded or Category segment (depending on the targeting type) even though the AUTO campaign may have also bid on Branded search terms. Within the segments tab, the AUTO campaign's performance will be split up by what it actually bid on - branded keywords and ASINs will be filed under Branded, category terms under Category and competitor terms under Competitor.
Note: If the Branded phrases list is updated mid-month, the Goals view will not retroactively update the data, but the Segments tab will.
For example - if Nike was added as a Branded Phrase on Jan 15th on Perpetua, Nike phrases will be considered in the Unbranded campaigns before the 15th but in the Branded campaigns after the 15th. If I view data under the Segments tab, before the 15th, Nike search terms will be filed under Branded. If I view data on the Sponsored Products page before the 15th, Nike data will be filed under the Unbranded segment.