Advertising cost of sales (ACoS)
The percentage of every ad-generated revenue dollar that you spent on advertising, (calculated as ad costs ÷ ad sales).
Meaning: In order to generate $1 in revenue you need to invest your ACoS in cents.
Your total PPC account ad spend.
AOV (Average Order Value)
The average revenue per order (your total ad revenue ÷ number of orders).
The total revenue driven by your ads (calculated as orders × AOV).
The total number of unique ASINs you advertise (with at least one impression) across your PPC account.
The total number of your ad groups with at least one impression.
The average number of ad groups per campaign.
The average number of unique advertised ASINs per ad group.
Click-through rate (CTR)
The percentage of clicks on your ad out of the number of times it was shown (calculated as clicks ÷ impressions).
Meaning: The likelihood that someone who sees your ad clicks on your ad.
The total number of clicks on your ad.
Conversion Rate (CVR)
The percentage of purchases made out of all the clicks on your ad (calculated as orders ÷ clicks).
Meaning: The likelihood that someone who sees your product buys your product.
Cost per click (CPC)
The true price you paid for the ad, per click, at auction. The CPC will always be lower than your bid.
The total number of your PPC campaigns with at least one impression.
Cat. Benchmark (Category Benchmark)
The average metric distribution in your product subcategory.
The total number of times your ads were shown.
The total unique target keywords (with at least one impression) across your PPC account. If you use more than one match type, it counts as one.
The average number of keyword targets per ad group.
The total number of times your product has been purchased as a (direct) result of your ads.
The performance funnel shows your total PPC performance KPIs and how they relate to each other, in one place.
Return On Investment
The Return on Investment shows your total PPC ad sales, ad spend, and overall ACoS.
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Article last updated June 2023. If you find this information to be out of date, please contact firstname.lastname@example.org.