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Metrics glossary ​

Updated

The traffic, sales and efficiency metrics of Amazon Ads — impressions, clicks, CTR, spend, CPC, sales, ACoS, ROAS and TACoS — as Amazon defines them.

As Amazon publishes it

Every definition on this page restates Amazon's public documentation, linked under Sources.

In short ​

  • Traffic metrics count how often an ad was shown and clicked, and what that cost.
  • Sales are attributed to ads over a fixed window, for example 7 or 14 days after the click.
  • ACoS is spend / attributed sales; ROAS is its inverse; TACoS divides ad spend by all sales.

Attribution window ​

Amazon's reports attribute sales to ads over a fixed window (for example 7 or 14 days after the click); the window is part of each report column's definition.

Traffic ​

  • Impressions — the number of times an ad was displayed, excluding general and sophisticated invalid traffic.
  • Clicks — the number of times an ad was clicked, excluding general and sophisticated invalid traffic.
  • Click-through rate (CTR) — the ratio of how often customers click an ad when it is shown.
  • Spend (cost) — the money spent running the campaign; cost is assessed per click or per 1,000 views, depending on the cost type.
  • Cost per click (CPC) — total spend divided by the total number of clicks.

Sales and efficiency ​

Sales ​

Total product sales attributed to ads within the attribution window (for example 7 days from the click).

ACoS — advertising cost of sales ​

  • Formula: spend / attributed sales.
  • Ad spend as a share of the sales attributed to ads, expressed as a percentage.
  • Spending 5 to generate 25 in sales is an ACoS of 20%.
  • A lower ACoS means more profitable advertising.

ROAS — return on ad spend ​

  • Formula: attributed sales / total cost.
  • Attributed sales per unit of ad spend; the inverse of ACoS.
  • ROAS also exists in narrower variants in the Amazon Ads reporting API, for example ROAS from clicks (sales from clicks / total cost) and ROAS from views (sales from views / total cost).

TACoS — total advertising cost of sales ​

  • Formula: ad spend / (ad-attributed sales + organic sales).
  • Ad spend relative to the total revenue of the product, ad-attributed and organic sales together.
  • Ad spend comes from the Amazon Ads API, total sales from the selling-partner side (for example the Selling Partner API).
  • A lower TACoS means advertising translates efficiently into revenue.

Sources ​