The Summary Section
At the very top of your report you will find the following report parameters:
your overall score
links to share your performance certificate on social media.
The month of performance data that has been analyzed in the report is shown in the bottom left corner of the summary section. The Benchmarker automatically analyzes your last month’s performance every 30 days.
So, for example, if you receive your report on April 15, it will contain an analysis based on data from the entire month of March. Because you receive your report every 30 days, your next report will be generated on May 15, and it will contain an analysis based on data from the whole month of April.
By clicking on the arrow buttons in the bottom left-hand corner of the summary section, you can navigate to older reports to compare your performance over time.
Tip: if you’d like to change the date that you receive your report, simply request a new Benchmarker [Beta] report for the same marketplace and category on your preferred day—this will override your original request.
The flag indicates the marketplace that the Benchmarker [Beta] is reporting on. If you would like a report for a different marketplace, you will need to request a new Benchmarker report.
On the far-right side of the summary section is a badge that grades your overall performance versus your competitors, the badge levels are as follows:
Platinum Badge: Top 10%
Gold Badge: Top 20%
Silver Badge: Top 50%
Bronze Badge: Below Top 50%
For maximum accuracy, performance classes are:
relative to your sub-category,
calibrated by ad format share, and
grouped by median percentile.
If you are running more than one type of ad, each ad type makes up a proportional percentage of your score. So if 50% of your ad spend goes to Sponsored Products and 50% goes to Sponsored Brands, then each ad type will account for half of your overall score.
For example, if your Sponsored Products performance is in the top 20% and your Sponsored Brands performance is in the top 40%—and both have a 50% investment share—then your overall account score will be in the top 30%.
What does my Growth Potential mean?
The growth potential calculator estimates how much your performance could be improved by optimizing your Amazon PPC account. Coming soon: a detailed breakdown of this score will be available to you in the “opportunities” section.
How do I read the Performance Funnel and Return on Investment diagram?
Performance Funnel and Return on Investment
The next section provides a top-to-bottom review of your account performance, allowing you to easily visualize all of the metrics that go into your most important key performance indicators (KPIs). The right side of the graphic displays your return on investment.
Tip: click the “SHOW BENCHMARKS” / “MONTH-OVER-MONTH CHANGES” button to compare your KPIs to benchmarks or your previous month’s performance in the summary box and performance funnel.
Please find the explanations of the metrics in the following table:
WHY IT’S IMPORTANT
The number of people who see your ads.
As long as your targeting is optimized, the more people to see your ad, the higher the chances that someone will buy your product.
CTR (click-through rate)
The percentage of people who clicked on your ad out of everyone who saw it (calculated as clicks ÷ impressions).
A low CTR normally indicates either poor targeting (not relevant to the shopper) or poor image/video assets (i.e. bad quality).
The number of people who clicked on your ad.
Clicks represent customer interest.
CVR (conversion rate)
The percentage of people who made a purchase out of everyone who clicked on your ad and visited your product detail page (calculated as orders ÷ clicks).
This is an indicator of how persuasive your offer and product page are.
The number of times that a shopper has purchased your product.
Orders create revenue.
CPC (cost per click)
What you pay per click—the true price of the ad auction. Your CPC depends on your bid, the competition, and your quality-score. Because the bid auctions are second-price auctions, where you pay $0.01 above what would be required to beat the bidder behind you, your CPC will always be lower than the actual bid.
Your overall CPC will determine if your ads are profitable.
AOV (average order value)
The average revenue per order.
The higher the average order value, the greater your overall revenue.
The total ad investment (calculated as CPC × number of clicks).
If your ad costs are too high compared to the revenue you generate, your ad campaigns will not be profitable.
The total revenue driven by ads (calculated as orders × AOV).
The absolute volume of revenue that is generated via ads.
ACoS (advertising cost of sales)
The percentage of every ad-generated revenue dollar that is spent on advertising. ACoS is calculated as ad costs ÷ ad sales.
ACoS is an indicator of the efficiency of your Amazon advertising campaigns.
Where does the Performance Funnel data come from?
The Performance Funnel and Return on Investment diagram shows the total KPIs for your entire account’s PPC performance. Incorporating all active formats, this diagram lets you assess your account performance at a glance.
Why can’t I see my month-over-month progress?
If you don’t have the option to toggle between your current KPIs and the month-over-month changes, that means this is your first Benchmarker report. Welcome and congratulations!
One month from today, you will receive an updated report for the previous calendar month. At that time, you’ll have a chance to compare your progress to this month’s.
Does the report account for the sales attribution window?
Our internal studies have determined that 90% of ad sales on Amazon.com happen within three days of clicking on the ad. (For less expensive products, up to 80% of ad sales occur after just one day.)
That means that if you’re receiving your Benchmarker report during the first few days of the month, it’s possible that you will be missing out on some portion of your attributed ad sales for the previous month.
Request your report on the 8th day of the month or later (7 day attribution window +1) to make sure sales are reported fully if you are using Sponsored Products only, and on the 15th day of the month or later (14 day attribution window +1) if you are using both Sponsored Products and Sponsored Brands.
If you want to learn more about each section of the Benchmarker report check out our following articles:
Benchmarker: The Impact Driver Analysis
Benchmarker: The Product Analysis section
Benchmarker: The Account Structure
AMAZON ADVERTISING BENCHMARK REPORT 2022
Data, insights and recommendations from a study of 2 million Sponsored Products campaigns.
Article last updated June 2022. If you find this information to be out of date, please contact firstname.lastname@example.org.