Glossary

Property name Term Description Reports

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

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.