Glossary

Property name Term Description Reports

impressions

Impressions

Number of times an ad was displayed to a user.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding,
Attribution

clicks

Clicks

Number of times an ad was clicked by a user.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding,
Attribution

ctr

Click-through rate (CTR)

Number of clicks that an ad receives divided by the number of times an ad is shown. CTR = Clicks / Impressions.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

conversions14d

Conversions

Number of orders attributed to an ad click within 14 days after that click, attributed to click date. Multi‑unit orders count as 1 conversion

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Attribution

directConversions14d

Direct conversions

Number of orders of the advertised product attributed to an ad click within 14 days (Product A clicked → Product A purchased).

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Attribution

indirectConversions14d

Indirect conversions

Suppliers: purchase within same brand & category. Sellers: purchase within the same category from the same retailer; all within 14 days of the initial click(Product A clicked → Product B purchased).

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Attribution

conversionRate14d

Conversion rate

Share of clicks that converted within 14 days; Conversion rate = Conversions / Clicks.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

averageCpc

Average cost per click (CPC)

Average cost per click; Average CPC = Cost / Clicks.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

sales14d

Sales

Revenue from sales attributed to an ad click within 14 days after that click attributed to click date

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Attribution

cost

Cost

Total advertising spend.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

acos14d

ACoS

Advertising Cost of Sales within a 14‑day period following the click, attributed to click date. ACoS14d = Cost / Sales14d.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

roas14d

ROAS

Return On Ad Spend within a 14‑day period following the click, attributed to click date. ROAS14d = Sales14d / Cost.

Advertiser,
Campaign,
AdGroup,
TargetPage,
Ad,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

averageWinningBid

Average winning bid

Average bid required to win an auction and also get an impression.

AdGroup,
Keyword,
TargetCategory,
TargetProduct,
SearchTerm,
Category,
Bidding

searchVolume

Search volume

Number of ad auctions triggered by a specific search term. Not equal to total search queries, and specific to advertising; for overall search counts see Search terms.

SearchTerm

categoryVolume

Category volume

Number of ad auctions triggered by specific category browsing activity. Not equal to overall browsing volume for that category, and specific to advertising.

Category

totalConversions

Total conversions

Total number of organic and sponsored orders combined.

Attribution

organicConversions

Organic conversions

Number of product purchases not attributed to a sponsored product ad.

Attribution

sponsoredConversions

Sponsored conversions

Number of product purchases attributed to a sponsored product ad (direct and indirect conversions).

Attribution

sponsoredDirectConversions

Sponsored direct conversions

Number of product purchases of the clicked product (Product A → Product A) attributed to an ad interaction.

Attribution

sponsoredIndirectConversions

Sponsored indirect conversions

Suppliers: purchase within same brand & category. Sellers: purchase within the same category from the same retailer; all within 14 days of the initial click(Product A clicked → Product B purchased).

Attribution

totalSales

Total sales

Sum of sponsoredSales and organicSales. Total does not represent the overall sales for an specified day. Discrepancies arise due to sale being attributed to an ad associated with your products, which could be shown as indirect conversions for that product.

Attribution

organicSales

Organic sales

Revenue attributed to organic sales for this product. (Not available to Suppliers.)

Attribution

sponsoredSales

Sponsored sales

Revenue attributed to sponsored product ad click for this product.

Attribution

sponsoredDirectSales

Sponsored direct sales

Number of orders of the advertised product attributed to an ad click within 14 days (Product A clicked → Product A purchased).

Attribution

sponsoredIndirectSales

Sponsored indirect sales

Suppliers: purchase within same brand & category. Sellers: purchase within the same category from the same retailer; all within 14 days of the initial click(Product A clicked → Product B purchased).

Attribution

totalImpressions

Total impressions

All sponsored products impressions for a distinct placement.

SearchTerm,
Category

impressionShare

Impression share

Share of impressions for a specific placement received, out of to the total impressions for that placement. Impression share = Impressions / TotalImpressions.

SearchTerm,
Category,
Bidding,
SoV

auctionsParticipated

Auctions participated

Number of ad auctions an ad participated in.

Bidding

auctionsWon

Auctions won

Number of auctions an ad won (placed on the winners list). Winning does not guarantee that the ad will be displayed if position on the winners list is too low.

Bidding

winRate

Auction win rate

Share of participated auctions that were won. Win rate = Auctions won / Auctions participated.

Bidding

totalClicks

Total clicks

All sponsored products clicks for a distinct placement.

SearchTerm,
Category

clickShare

Click share

Share of clicks for a specific placement received, out of to the total clicks for that placement. Click share = Clicks / TotalClicks.

SearchTerm,
Category,
Bidding,
SoV

tacos

TACoS

Sponsored Products spend relative to total platform sales. TACoS = SP ad cost / Total platform sales.

Advertiser

country

Country

Country where ad was served.

Ad

channel

Channel

Channel where an ad was served.

Ad