What Metrics Should I Be Looking at When Trying to Drive More Sales?

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KPIs

The Search Insights feature in Perpetua allows you to look at your Organic Rank and Share of Voice (the % of search results occupied by your products) for any tracked search term. This is available for a diverse set of organic and paid product listing placements (i.e. Sponsored Products Top of Search, Sponsored Brands Product Collections, Organic, and more).

For example, a running shoes brand can look at the Sponsored Product Top of Search related results over the last 1 year. Upon seeing that they take up less than 5% of the results, they can choose to increase their aggression for that term or even target competitors who have a higher SOV percentage.

Stream can identify which times of the day and days of the week the sales volume is the highest. When looking at hourly sales volume, advertisers can see when CPC is the lowest and bid more aggressively on those time intervals.

For example, I suppose you see that sales are the highest and CPCs are the lowest Friday - Sunday from 10:00 am to 11:00 pm. In that case, we recommend multiplying your bids by ~1.5x during these times and on these days to take advantage of the low CPCs to both capture incremental sales and increase total sales.

It’s important to note that doing so may result in trading off efficiency as the times when CPCs are the lowest do not necessarily equate to the times when CVRs are the highest and ACOS are the lowest.

Review impressions and click-through rates in Stream. They provide you with a great starting point to identify times when you get the highest traffic and greater than normal clicks on your ads. High CTR indicates the level of engagement. This represents a strong potential for conversions. Pairing this data with CVR and CPC, determine whether you want to bid more aggressively to see if you can gain more traffic and sales.

Leverage Market Intelligence Explorer to seek out top search terms with high search frequency ranking. This feature can provide you with a list of search terms for which your ASINs are ranking well. Create a Goal or add these search terms to your existing Goals increase your ranking on these relevant search terms.

All advertisers have their daily budgets replenished at 12 am each day, these early hours of the day commonly see the highest CPCs. But are your customers most likely to purchase during these times? Use the Stream to identify the times of the day and days of the week when CPCs are less competitive, but customer conversion rates are highest. You can reallocate your advertising aggression and bid during these times to increase the shopper's footprint on your page.

Morning and weekend hours show a significant spike in conversion rates (CVR), averaging 16–20%, which is roughly double the late-evening CVR of 8–11%. By combining CVR data with ACoS insights, we can identify time periods where high conversion aligns with below-average advertising costs, creating an ideal opportunity to scale. To capitalize on this, we recommend starting with a 150% bid multiplier during these high-performing windows and then evaluating results by tracking attributed sales and total sales volume after implementing your Stream schedule.

Secondly, Perpetua have also launched a feature specifically for brands that want to be aggressive with their bidding structure and to optimize toward conversion. Conversion Optimization is a feature used within custom goals with the aim to maximize conversions and using the full budget. Because of this, it is more aggressive than the ACoS Optimization. This strategy is recommended for strategic keywords that you’ve segmented out for growth initiatives or to ensure consistent coverage. This optimization can be more likely to exceed the ACoS threshold.

Average Order Value (AOV) is a critical metric for driving more sales because it measures how much customers spend per transaction, directly impacting overall revenue. Increasing AOV means you’re generating more value from each customer without necessarily increasing traffic or ad spend, making it a highly efficient growth lever. While Perpetua focuses on optimizing advertising performance rather than product detail pages (PDP), factors like ratings, reviews, and PDP content play a major role in purchase decisions. A well-optimized PDP builds trust and encourages customers to add more items or choose higher-priced options, amplifying the impact of your advertising efforts.

Leverage the Explorer feature in Market Intelligence to benchmark your brand against reviews, ratings and prices of competitors in your category. Understanding how your products compare on these key factors helps identify gaps that could influence customer purchase decisions and ultimately impact your ability to drive sales.