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Introduction
The "Impact Driver" analysis enables you to see at a glance which products are contributing (positively and negatively) the most to your month-over-month performance changes for all their main KPIs (including Ad Spend and ACoS)
The feature allows you to view 3 types of charts, namely
Waterfall
Treemap
Product table
which will all analyze the “impact drivers”. These charts give quick intel on products that are the top winners and losers for each KPI.
In general, the Impact Driver Analysis section can help you identify top gainers and losers across all products.
The Waterfall Chart
The waterfall chart is designed to visualize the top 5 gainers and top 5 losers in a single chart. It will automatically pick the top 5 gainers and losers each.
Select the impact metrics you want to track from the "Key-Performance Indicators" list above (1) and then click on the "Waterfall" tab (set by default to be viewed first - 2)
and hover over the bars on the graph to view the product details and its performance(3):
Other Gainers & Losers
All edge cases, outliers, newly added products, and those with minimal impact are currently categorized under "other." This category includes factors that cannot be linked to a specific product month-over-month, such as new products, removed products, and products with zeroes in KPIs (e.g., 0 orders, no relative live CVR available).
🚨 Note 🚨
The waterfall chart weights are changed by Ad Spend, which is only an approximation for a waterfall chart for relative values. There will normally be a gap. The size of the bars of the products among each other about impact is correct.
The Table View
See in the table view which products had a positive (gainer) or negative (loser) impact on the selected KPI in the last month.
Select the KPI (1)
Navigate to the "Table" tab (2)
Apply any filters to the table for any specific performance if necessary (3)
and shift the page (4) to view more product's data.
The impact number represents the percentage contribution the product had to the overall change you observed for this KPI in the last month.
🚨 Note 🚨
A lower CPC is a gainer while a lower CVR is a loser.
The Treemap
Seek out the largest rectangular values (or the largest collected group of rectangles) and look out for significant colour variations. The size of the square represents the contribution the product had to the overall change you observed in this KPI last month.
Select the KPI (1)
Navigate to the "Treemap" tab (2)
and hover over the Gainers/Losers squares to view performance details for the respective ASIN (3)
Article last updated July 2024. If you find this information to be out of date, please contact hello@perpetua.io.