Fields listing for Amazon DSP

Creative name.

Line item name.

A third-party fee applied to automotive data.

CPM charge applied to impressions to track Automotive segment fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

The third-party fee applied for using ComScore.

CPM charge applied to impressions to track ComScore technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

A third-party fee applied.

CPM charge applied to impressions to track general 3P technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

A third-party fee applied.

CPM charge applied to impressions to track general 3P technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

A third-party fee applied.

CPM charge applied to impressions to track general 3P technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

The third-party fee applied for using DoubleVerify.

CPM charge applied to impressions to track DoubleVerify technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

The third-party fee applied for using DoubleClick Campaign Manager.

CPM charge applied to impressions to track Doubleclick Campaign Manager technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

The third-party fee applied for using Integral Ad Science.

CPM charge applied to impressions to track Integral Ad Science technology fees. The cost is itemized in reports, but absorbed by the user and excluded from total costs.

The total CPM charges applied for using 3P data providers.

Total cost for using third-party pre-bid targeting.

The third party pre-bid fee applied for using DoubleVerify.

The third party pre-bid fee applied for using IntegralAdScience.

The third party pre-bid fee applied for using OracleDataCloud.

The third party pre-bid fee applied for using Pixalate.

Number of times shoppers added a brand's products to their cart, attributed to an ad view or click.

Number of times shoppers added a brand halo product to their cart, attributed to an ad view or click. Use Total ATC to see all conversions for the brands' products.

Number of times shoppers added a brand halo product to their cart, attributed to an ad click. Use Total ATC clicks to see all conversions for the brands' products.

Number of times shoppers added a brand halo product to their cart, attributed to an ad view. Use Total ATC views to see all conversions for the brands' products.

Number of times shoppers added a brand's products to their cart, attributed to an ad click.

Calculated by divididing addToCart by impressions.

Number of times shoppers added the brands' products to their cart, attributed to an ad view.

Number of times shoppers added a promoted product to a wish list, gift list, or registry, attributed to an ad view or click. Use Total ATL to see all conversions for the brands' products.

Number of times shoppers added a brand halo product to a wish list, gift list, or registry, attributed to an ad view or click. Use Total ATL to see all conversions for the brands' products.

Number of times shoppers added a brand halo product to a wish list, gift list, or registry, attributed to an ad click. Use Total ATL clicks to see all conversions for the brands' products.

Number of times shoppers added a brand halo product to a wish list, gift list, or registry, attributed to an ad view. Use Total ATL views to see all conversions for the brands' products.

Number of times shoppers added a promoted product to a wish list, gift list, or registry, attributed to an ad click. Use Total ATL clicks to see all conversions for the brands' products.

Rate of Add to List conversions for promoted products relative to the number of impressions. (ATLR = ATL / Impressions) Use Total ATLR to see all conversions for the brands' products.

Number of times shoppers added a promoted product to a wish list, gift list, or registry, attributed to an ad view. Use Total ATL views to see all conversions for the brands' products.

The number of Add to shopping cart conversions.

The number of Add to shopping cart conversions attributed to an ad click.

The average cost to acquire an Add to shopping cart conversion. (ATSC CPA = Total cost / ATSC)

The number of Add to shopping cart conversions relative to the number of ad impressions. (ATSC CVR = ATSC / Impressions)

Average value associated with an Add to Shopping cart conversion. (ATSC value average = ATSC value sum / ATSC)

Sum of Add to shopping cart conversion values

The number of Add to shopping cart conversions attributed to an ad view.

The number of times Add to Watchlist was clicked on a featured product.

The number of Add to Watchlist clicks attributed to ad click-throughs.

The number of Add to Watchlist clicks relative to the number of impressions. (ATWR = ATW / Impressions)

The number of Add to Watchlist clicks attributed to ad impressions.

The country assigned to the advertiser.

The unique identifier for the advertiser.

The customer that has an advertising relationship with Amazon.

The time zone the advertiser uses for reporting and ad serving purposes.

A percentage or flat fee removed from the total budget to compensate the agency that is managing the media buy.

The number of Alexa skill enable conversions

The number of detail page view conversions attributed to ad click-throughs

The number of Alexa skill enable conversions relative to the number of ad impressions. (Alexa skill enable rate = Alexa skill enable / Impressions)

The number of alexa skill enable conversions attributed to ad impressions views

Date when the ad activity ocurred in the format YYYY-MM-DD.

CPM charge applied to impressions that leverage Amazon's behavioral targeting.

The technology fee applied to the media supply costs.

The percentage of unique viewers reached by a streaming TV inventory that were not reached by any other streaming TV inventory in the campaign. (Amazon exclusive reach rate = 100 X [exclusive reach for streaming TV inventory / total streaming TV reach]).

The number of first-time app opens attributed to a click or view on an ad

The number of first-time app opens attributed to a click on an ad

The ratio of how often customers opened the app for the first time when an ad was displayed. This is calculated as first app opens divided by impressions.

The number of first-time app opens attributed to ad views.

The number of hours spent using the app during first-time app open sessions attributed to a click or view on ad ad.

The number of hours spent using the app during first-time app open sessions attributed to a click on an ad.

The number of hours spent using the app during first-time app open sessions attributed to ad views.

The number of first-time and recurring app opens attributed to a click or view on an ad

The number of first-time and recurring app opens attributed to a click on an ad

The ratio of app opens to ad impressions. This is calculated as first-time and recurring app opens divided by impressions.

The number of first-time and recurring app opens attributed to ad views.

The number of hours spent using the app during first-time and recurring app open sessions attributed to a click or view on ad ad.

The number of hours spent using the app during first-time and recurring app open sessions attributed to a click on an ad.

The number of hours spent using the app during first-time and recurring app open sessions attributed to ad views.

The cost to acquire free trial and paid app subscriptions. This is calculated as total cost divided by app subscription sign-ups.

The cost to acquire free trial app subscriptions. This is calculated as total cost divided by free trial app subscription sign-ups.

The number of free trial and paid app subscriptions associated with a click or view on your ad.

The number of free trial and paid app subscriptions associated with a click on your ad.

The number of free trial app subscriptions associated with a click or view on your ad.

The number of free trial app subscriptions associated with a click on your ad.

The ratio of how often customers signed up for a free trial subscription when your ad was displayed. This is calculated as free trial app subscription sign-ups divided by impressions.

The number of free trial app subscriptions associated with ad impressions.

The number of paid app subscriptions associated with a click or view on your ad.

The number of paid app subscriptions associated with a click on your ad.

The cost to acquire paid app subscriptions. This is calculated as total cost divided by paid app subscription sign-ups.

The ratio of how often customers signed up for a paid app subscription when your ad was displayed. This is calculated as paid app subscription sign-ups divided by impressions.

The number of paid app subscriptions associated with ad impressions.

The ratio of how often customers signed up for a free trial or paid app subscription when your ad was displayed. This is calculated as app subscription sign-ups divided by impressions.

The number of free trial and paid app subscriptions associated with ad impressions.

The number of Application conversions.

The number of Application conversions attributed to an ad click.

The average cost to acquire an Application conversion. (Application CPA = Total cost / Application)

The number of Application conversions relative to the number of ad impressions. (Application CVR = Application / Impressions)

Average value associated with an Application conversion. (Application value average = Application value sum / Application)

Sum of Application conversion values

The number of Application conversions attributed to an ad view.

A unique block of letters and/or numbers that identify all products sold on Amazon.

Tracks the number of times that the audio ad companion banner was clicked.

Tracks the number of times that the audio ad companion banner was displayed.

The number of audio completions relative to the number of audio starts.

Tracks the number of times the audio ad plays to the end.

Tracks the number of times the audio ad plays to 25% of its length.

Tracks the number of times the audio ad plays to 50% of its length.

Tracks the number of times a user mutes the audio ad.

The number of times a user pauses the audio ad.

Tracks an optimal audio ad time marker agreed upon with the publisher

Tracks the number of times a user resumes playback of the audio ad.

Tracks the number of times a user rewinds the audio ad.

Tracks the number of times a user skips the audio ad.

Tracks the number of times audio ad starts playing.

Tracks the number of times the audio ad plays to 75% of its length.

Tracks the number of times a user skips the audio ad.

Tracks the number of times that some playback of the audio ad has occurred.

The average cost to acquire a Click to apply conversion. (eCPCTA = Total cost / CTA)

The average cost to acquire an Ad Details page view conversion on a Kindle E Ink device. (eCPDPVK = Total cost / DPVK)

The amount the bid will be multiplied by. If a bid request is matched with multiple terms, this is your final bid adjustment from multiplying multiple factors together.

The list of unique identifiers for the matched bid adjustment terms. `[]` (empty bracket) indicates default traffic without bid adjustments. The unique identifier for each bid adjustment term is generated by the system, and can be retrieved by downloading the CSV file (1st column) for the uploaded bid adjustments in the console, or using the [GetBidModifierRule](dsp-bid-adjustments#tag/BidAdjustmentRules/operation/GetBidAdjustmentRule) or [ListBidModifierRules](dsp-bid-adjustments#tag/BidAdjustmentRules/operation/ListBidAdjustmentRules) APIs.

The list of bid adjustment terms that matched with a bid request.

The name of the bid adjustment rule or ruleDescription in API.

A unique identifier for the bid adjustment rule.

Number of bids sent through the Amazon DSP.

The name of the brand the campaign is advertising.

The number of branded search conversions relative to the number of ad impressions. (Branded search rate = Branded searches / Impressions)

The number of times a branded keyword was searched on Amazon based on keywords generated from the featured ASINs in your campaign.

The number of branded search conversions attributed to ad click-throughs.

The number of branded search conversions attributed to ad impressions.

The web browsers the customers used to view the ad

The specific browser versions the customers used to view the ad

The number of Checkout conversions.

The number of Checkout conversions attributed to an ad click.

The average cost to acquire a Checkout conversion. (Checkout CPA = Total cost / Checkout)

The number of Checkout conversions relative to the number of ad impressions. (Checkout CVR = Checkout / Impressions)

Average value associated with a Checkout conversion. (Checkout value average = Checkout value sum / Checkout)

Sum of Checkout conversion values

The number of Checkout conversions attributed to an ad view.

City.

Clicks divided by impressions.

The number of time Click to apply was clicked for a featured product.

The number of times Click to apply was clicked on other products from the same brands as the products tracked in the order, attributed to an ad.

The number of Click to apply clicks attributed to ad click-throughs. These include clicks on other products from the same brands as the ASINs tracked in the order.

The number of Click to apply clicks attributed to impressions. These include clicks on other products from the same brands as the ASINs tracked in the order.

The number of click to apply conversions attributed to ad click-throughs.

The number of Click to apply conversions relative to the number of impressions. (CTAR = CTA / Impressions)

The number of Click to apply conversions attributed to ad impressions.

Total number of clicks on an ad.

Effective (average) cost to acquire a purchase conversion on or off Amazon. (Total cost / Combined purchases)

Effective (average) revenue for sales on and off Amazon generated per thousand impressions. (Combined Sales / (Impressions / 1000))

Sales (in local currency) for purchases on and off Amazon, attributed to an ad view or click.

Rate of attributed purchase events on and off Amazon, relative to ad impressions. (Combined purchases / Impressions)

Number of purchase events on and off Amazon, attributed to an ad view or click. (Off-Amazon purchases + Total purchases (Amazon))

Number of purchase events on and off Amazon, attributed to an ad click. (Off-Amazon purchases clicks + Total purchases clicks (Amazon))

Number of purchase events on and off Amazon, attributed to an ad view. (Off-Amazon purchases views + Total purchases views (Amazon))

Return on advertising spend for products sold on and off Amazon, measured as ad-attributed sales per local currency unit of ad spend. (Combined product sales / Total cost)

Units of product sold on and off Amazon, attributed to an ad view or click. A single purchase event can include multiple sold units.

The number of Contact conversions.

The number of Contact conversions attributed to an ad click.

The average cost to acquire a Contact conversion. (Contact CPA = Total cost / Contact)

The number of Contact conversions relative to the number of ad impressions. (Contact CVR = Contact / Impressions)

Average value associated with a Contact conversion. (Contact value average = Contact value sum / Contact)

Sum of Contact conversion values

The number of Contact conversions attributed to an ad view.

Genre of the show where the ad impression was delivered. (e.g., Horror, Drama)

DSP content rating for parental guidance (e.g., "PG-13", "R")

The conversion type describes whether the conversion happened on a promoted or a brand halo ASIN.

The cost per thousand impressions.

Country.

A unique identifier assigned to a creative. When this is different from creativeId, creativeAdId is the value that can be used in our /dsp/creatives endpoints.

A unique identifier assigned to a creative. When this is different from creativeAdId, creativeId cannot be used in our /dsp/creatives endpoints.

The primary language in the creative.

The dimensions of the creative in pixels.

The type of creative (for example static image, third party, or video).

Year Month Day such as 20240401.

Day of the week

Day of the year

The name of a deal.

The unique identifier for the deal.

The type of a deal.

Number of detail page views for products in your brand halo, attributed to an ad view or click. Use Total DPV to see all conversions for the brands' products.

Number of detail page views for products in your brand halo, attributed to an ad click. Use Total DPV clicks to see all conversions for the brands' products.

Number of detail page views for products in your brand halo, attributed to an ad view. Use Total DPV views to see all conversions for the brands' products.

Number of detail page views for promoted products, attributed to an ad click. Use Total DPV clicks to see all conversions for the brands' products.

Detail page view rate for promoted products relative to the number of ad impressions. (DPV / Impressions = DPVR) Use Total DPVR to see all conversions for the brands' products.

Rate of click-attributed detail page view conversions for promoted products relative to the number of ad impressions. (DPVR Clicks = DPV clicks / Impressions) Use Total DPV Click Rate to see all conversions for the brands' products.

Number of detail page views for promoted products, attributed to an ad view. Use Total DPV views to see all conversions for the brands' products.

Number of detail page views occurring within 14 days of an ad click or view.

Break the data down by device name. This includes device manufacturers such as Apple, Samsung, Microsoft, and Google.

The Designated Market Areas® (DMA) the customers were in when they viewed the ad. DMA regions are created and defined by Nielsen.

The number of downloaded video plays relative to the number of impressions. (Downloaded video play rate = Downloaded video plays / Impressions)

The number of times a video was downloaded then played for the featured product.

The number of downloaded video plays attributed to ad click-throughs.

The number of downloaded video plays attributed to ad impressions.

Effective (average) cost to acquire a Subscribe & Save subscription for a promoted product. (eCPSnSS = Total cost / SnSS) Use Total eCPSnSS to see all conversions for the brands' products.

Effect cost per add to cart, calculated by cost divided by add-to-cart.

Effective (average) cost to acquire an Add to List conversion for a promoted product. (eCPATL = Total cost / ATL) Use Total eCPATL to see all conversions for the brands' products.

The average cost to acquire an Add to Watchlist click (eCPATW = Total cost / ATW)

The average cost to acquire an Alexa skill Enable conversion on a Kindle E Ink device. (eCP Alexa skill enable = Total cost / Alexa skill enable)

The average cost to acquire a first-time app open. This is calculated as total cost divided by first app opens.

The number of first-time and recurring app opens attributed to a click or view on an ad

The average cost to acquire an audio complete conversion (eCPVC = Total cost / audio complete)

Effective (average) cost to acquire a Branded Search.

Effective (average) cost to acquire a detail page view for a promoted product. (eCPDPV = Total cost / DPV) Use Total eCPDPV to see all conversions for the brands' products.

The average cost to acquire a downloaded video play (eCPDVP = Total cost / Downloaded video plays)

The cost to acquire a free trial subscription for sponsored products. This is calculated as total cost divided by free trial subscription sign ups.

The cost to acquire a paid subscription for sponsored products. This is calculated as total cost divided by paid subscription sign ups.

The average cost to acquire a video trailer play (eCPPT = Total cost / Play trailers)

Effective (average) cost to acquire a product review page conversion for a promoted product. (eCPPRPV = Total cost / PRPV) Use Total eCPPRPV to see all conversions for the brands' products.

The average cost to acquire a rental (eCPR = Total cost / Rentals)

Effective (average) cost to acquire a Skill invocation conversion for a promoted Alexa skill. (Effective cost per skill invocation = Total cost / Skill invocations)

The cost to acquire a free trial or paid subscription for sponsored products. This is calculated as total cost divided by subscription sign ups.

The average cost to acquire a Video complete conversion (eCPVC = Total cost / Video complete)

The average cost to acquire a video download (eCPVD = Total cost / Video downloads)

The average cost to acquire a video stream. (eCPVS = Total cost / Video streams)

The average cost paid per click-through.

The total cost per thousand impressions.

Effective (average) cost to acquire a purchase conversion for a promoted product. (eCPP = Total cost / Purchases) Use Total eCPP to see all conversions for the brands' products.

Effective (average) revenue for promoted products generated per thousand impressions. (eRPM = Sales / (Impressions / 1000)) Use Total eRPM to see all conversions for the brands' products.

Effective (average) cost to acquire a click-attributed detail page view conversion for a promoted product. (eCPDPV Clicks = Total cost / DPV clicks) Use Total eCPDPV Clicks to see all conversions for the brands' products.

Effective (average) cost to acquire a click-attributed purchase for a promoted product. (eCPP Clicks = Total cost / Purchases clicks) Use Total eCPP Clicks to see all conversions for the brands' products.

Effective (average) cost to acquire a Skill invocation conversion for a promoted Alexa skill. (Effective cost per skill invocation = Total cost / Skill invocations)

The number of views of Ad Details pages on Kindle E Ink devices.

The number of Detail page views (Kindle) on other products from the same brands as the products tracked in the order, attributed to an ad.

The number of Detail page views (Kindle) attributed to ad click-throughs. These include clicks on other products from the same brands as the ASINs tracked in the order.

The number of Detail page views (Kindle) attributed to impressions. These include clicks on other products from the same brands as the ASINs tracked in the order.

The number of views of Ad Details pages on Kindle E Ink devices attributed to clicks on ads on Kindle E Ink devices.

The number of views of Ad Details pages on Kindle E Ink devices attributed to views on ads on Kindle E Ink devices

End date of summary period for a report in the format YYYY-MM-DD.

Entity (seat) ID.

Break the data down by which environment the bid request came from: web or app. This dimension is connected to web and app inventory, not line item types.

The Amazon Standard Identification Number (ASIN) that was set as featured in the campaign.

The number of free trial subscriptions for sponsored products associated with a click on your ad.

The ratio of how often customers signed up for a free trial for sponsored products when you ad was displayed. This is calculated as free trials divided by impressions.

The number of free trial subscriptions for sponsored products associated with ad impressions.

The number of free trial subscriptions for sponsored products associated with a click or view on your ad.

The number of times an ad is served to an individual/ device/ account in a period.

The identifier of the frequency group.

The name of the frequency group as entered by the advertiser.

The total number of times the ad was clicked. This includes valid, potentially fraudulent, non-human, and other illegitimate clicks.

The total number of times the ad was displayed. This includes valid and invalid impressions such as potentially fraudulent, non-human, and other illegitimate impressions.

Hour of the day

The number of times an ad is served to a household in a period.

The number of unique households an ad impression is served to in a period.

The average number of exposures per unique user for an ad

Total number of ad impressions.

The number of impressions from an interactive creative. This includes, interactive video, interactive audio and interactive display creatives, and more.

End date of report data.

Start date of report data.

The percentage of gross click-throughs that were removed by the traffic quality filter. (Invalid click-throughs rate = invalid click-throughs / gross click-throughs)

Clicks that were removed by the traffic quality filter. This includes potentially fraudulent, non-human, and other illegitimate traffic.

The percentage of gross impressions that were removed by the traffic quality filter. (Invalid impression rate = invalid impressions / gross impressions)

The number of impressions removed by a traffic quality filter. This includes potentially fraudulent, non-human, and other illegitimate traffic.

The number of views of Ad Details pages on Kindle E Ink devices.

The number of views of Ad Details pages on Kindle E Ink devices attributed to clicks on ads on Kindle E Ink devices.

The number of views of the Ad Details page relative to the number of ad impressions on Kindle E Ink devices. (DPVKR = DPVK / Impressions)

The number of views of Ad Details pages on Kindle E Ink devices attributed to views on ads on Kindle E Ink devices

The number of Lead conversions.

The number of Lead conversions attributed to an ad click.

The average cost to acquire a Lead conversion. (Lead CPA = Total cost / Lead)

The number of Lead conversions relative to the number of ad impressions. (Lead CVR = Lead / Impressions)

Average value associated with a Lead conversion. (Lead value average = Lead value sum / Lead)

Sum of Lead conversion values

The number of Lead conversions attributed to an ad view.

Approval status for the line item

The total amount of money that be consumed by a line item.

The total budget set for the line item.

Comments entered about the line item, such as optimization changes, variations in targeting, etc.

Comments entered about the line item, such as optimization changes, variations in targeting, etc.

Delivery Rate of the order. Delivery Rate = (cost/budget)/(running days/total days) or (delivery impressions/budget impressions)/(running days/total days)

The last date for the line item's flight.

Line item custom ID optionally entered by user.

A unique identifier assigned to a line item.

The language targeting setting for the line item.

The first date for the line item's flight.

Status of the ad/line item

Type of the ad/line item

The Amazon-owned site the product is sold on.

A click on a master advertisement that directs the user to a destination outside of the creative.

The number of times the master advertisement was displayed.

The percentage of eligible bid requests that matched with the bid adjustment terms. The values range from 0 to 100 where 100 represents 100%.

Number of impressions that were measured for viewability. The viewability metrics are available from October 1, 2019. Selecting a date range prior to October 1, 2019 will result in incomplete or inaccurate metrics.

Measurable impressions / total impressions. The viewability metrics are available from October 1, 2019. Selecting a date range prior to October 1, 2019 will result in incomplete or inaccurate metrics.

Average value associated with a Mobile app first start conversion. (Mobile app first start value average = Mobile app first start value sum / Mobile app first start)

The number of Mobile app first start conversions attributed to ad click-throughs.

The average cost to acquire a Mobile app first start conversion. (Mobile app first start CPA = Total cost / Mobile app first starts)

The number of Mobile app first start conversions relative to the number of ad impressions. (Mobile app first start CVR = Mobile app first start / Impressions)

Sum of Mobile app first start conversion values

The number of Mobile app first start conversions attributed to ad impressions.

The number of times an app for the featured product was first started.

Month and day

Month of the year

Number of new Subscribe & Save subscriptions for all products, attributed to an ad view or click. This does not include replenishment subscription orders. Use Total SnSS to see all conversions for the brands' products.

Number of new Subscribe & Save subscriptions for brand halo products, attributed to an ad view or click. This does not include replenishment subscription orders. Use Total SnSS to see all conversions for the brands' products.

Number of new Subscribe & Save subscriptions for brand halo products, attributed to an ad click. This does not include replenishment subscription orders. Use Total SnSS clicks to see all conversions for the brands' products.

Number of new Subscribe & Save subscriptions for brand halo products, attributed to an ad view. This does not include replenishment subscription orders. Use Total SnSS views to see all conversions for the brands' products.

Number of new Subscribe & Save subscriptions for all products, attributed to ad clicks. This does not include replenishment subscription orders. Use Total SnSS to see all conversions for the brands' products.

The number of new Subscribe & Save subscriptions relative to the number of ad impressions

Number of new Subscribe & Save subscriptions for all products, attributed to ad views. This does not include replenishment subscription orders. Use Total SnSS to see all conversions for the brands' products.

Number of new-to-brand detail page views for all the brands' products, attributed to an ad click.

Calculated by dividing newToBrandDetailPageViews / impressions.

Number of new-to-brand detail page views for all the brands' products, attributed to an ad view

The number of new detail page views from shoppers who have not previously viewed a detail page with an ASIN of the same brand in past 365 days and who either clicked or viewed an ad.

Effective cost per new-to-brand detail page view, calculated by cost divided by new-to-brand detail page view.

Effective (average) cost to acquire a new-to-brand purchase conversion for a promoted product. (New-to-brand eCPP = Total cost / New-to-brand purchases) Use Total new-to-brand eCPP to see all conversions for the brands' products.

Effective (average) revenue generated per thousand impressions from promoted products purchased by new-to-brand shoppers. (NTB eRPM = NTB Sales / (Impressions / 1000)) Use Total new-to-brand eRPM to see all conversions for the brands' products.

Sales (in local currency) of promoted products to new-to-brand shoppers, attributed to an ad view or click. Use Total new-to-brand product sales to see all conversions for the brands' products.

Percent of ad-attributed purchases for brand halo products that were new to brand. Use Total percent of purchases new-to-brand to see all conversions for the brands' products.

Rate of new-to-brand purchase conversions for promoted products relative to the number of ad impressions. (New-to-brand purchase rate = New-to-brand purchases / Impressions) Use Total new-to-brand purchase rate to see all conversions for the brands' products.

The number of first-time orders for brand products over a one-year lookback window resulting from an ad click or view. Not available for book vendors.

Number of new-to-brand purchases for brand halo products, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days. Use Total new-to-brand purchases to see all conversions for the brands' products.

Number of new-to-brand purchases for brand halo products, attributed to an ad click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days. Use Total new-to-brand purchases clicks to see all conversions for the brands' products.

Number of new-to-brand purchases for brand halo products, attributed to an ad view. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days. Use Total new-to-brand purchases views to see all conversions for the brands' products.

The number of first-time orders for brand products over a one-year lookback window resulting from an ad click. Not available for book vendors.

The percentage of total orders that are new-to-brand orders within 14 days of an ad click. Not available for book vendors.

The number of new to branch purchases attributed to an ad view.

Return on ad spend for new to brand sales

The total new-to-brand sales of brand halo products purchased by customers on Amazon after exposure to an ad.

Total number of attributed units ordered as part of new-to-brand sales occurring within 14 days of an ad click or view. Not available for book vendors.

Units of brand halo products purchased by new-to-brand shoppers, attributed to an ad view or click. A new-to-brand purchase event can include multiple sold units. Use Total new-to-brand units sold to see all conversions for the brands' products.

Week of the year

The number of times the link inside an email or push notification was opened.

The number of times an email or push notification was opened.

Number of conversions that occured off Amazon attributed to an ad click. This includes all conversion types.

Number of conversions that occured off Amazon attributed to an ad view or click. This includes all conversion types.

The average cost to acquire for Off Amazon conversions

Number of off-Amazon conversions relative to the number of ad impressions. (Off-Amazon conversions / Impressions)

Effective (average) cost to acquire an off-Amazon purchase event. (Total cost / Off-Amazon purchases)

Effective (average) revenue for sales included in off-Amazon purchases generated per thousand impressions. (Off-Amazon sales / (Impressions / 1000))

Sales (in local currency) of promoted products to off Amazon shoppers, attributed to an ad view or click.

Rate of attributed off-Amazon purchase events relative to ad impressions. (Off-Amazon purchases / Impressions)

Off Amazon Purchases

Number of off-Amazon purchase events attributed to an ad click.

Number of off-Amazon purchase events attributed to an ad view.

Return on ad spend for off Amazon sales

Units of product purchased off Amazon, attributed to an ad view or click. A single purchase event can include multiple sold units.

Number of conversions that occured off Amazon attributed to an ad view. This includes all conversion types.

This fee is calculated based on a percentage of the supply cost

A unique identifier for a line item imported from the Amazon Order Management System (OMS).

A unique identifier for an order imported from the Amazon Order Management System (OMS).

The total cost per thousand on-target impressions

The actual cost per thousand impressions (CPM) for impressions that reached your intended target audience.

The total amount of money spent on the campaign when delivering on-target impressions

The number of times an advertisement was displayed within the advertiser’s target demographic segment, as measured by Nielsen Digital Ad Ratings

The operating systems the customers used to view the ad

The total amount of money that be consumed by an order.

Order currency.

The last day a line item within an order is eligible to run.

Order External ID or PO number

A unique identifier assigned to an order.

Order name.

The first day a line item within an order is eligible to run.

The number of Other conversions.

The number of Other conversions attributed to an ad click.

The average cost to acquire an Other conversion. (Other CPA = Total cost / Other)

The number of Other conversions relative to the number of ad impressions. (Other CVR = Other / Impressions)

Average value associated with an Other conversion. (Other value average = Other value sum / Other)

Sum of Other conversion values

The number of Other conversions attributed to an ad view.

The number of Page view conversions attributed to an ad click.

The average cost to acquire a Page view conversion. (Page view CPA = Total cost / Page view)

The number of Page view conversions relative to the number of ad impressions. (Page view CVR = Page view / Impressions)

Average value associated with a Page view conversion. (Page view value average = Page view value sum / Page view)

Sum of Page view conversion values

The number of Page view conversions attributed to an ad view.

The number of Page view conversions.

The number of paid subscriptions for sponsored products associated with a click on your ad.

The ratio of how often customers signed up for a paid subscription for sponsored products when you ad was displayed. This is calculated as paid subscriptions divided by impressions.

The number of paid subscriptions for sponsored products associated with ad impressions.

The number of paid subscriptions for sponsored products associated with a click or view on your ad.

The Amazon Standard Identification Number (ASIN) that is the parent of this ASIN.

The name of the placement the campaign was run

The dimensions of the placement in pixels. Only available when "site" is a dimension.

The number of video trailer plays relative to the number of impressions. (Play trailer rate = Play trailers / Impressions)

The number of times a video trailer was played for the featured product.

The number of video trailer plays attributed to ad click-throughs.

The number of video trailer players attributed to ad impressions.

Postal code.

The category the product is associated with on Amazon.

A distinct product grouping distinguishing products like books from watches and video games from toys. Contains categories.

The name of the product.

Number of times shoppers visited the product review page for a brand halo product, attributed to an ad view or click. Use Total PRPV to see all conversions for the brands' products.

Number of times shoppers visited the product review page for a brand halo product, attributed to an ad click. Use Total PRPV clicks to see all conversions for the brands' products.

Number of times shoppers visited the product review page for a brand halo product, attributed to an ad view. Use Total PRPV views to see all conversions for the brands' products.

Rate of product review page visits for promoted products, relative to the number of ad impressions. (ATCR = ATC / Impressions) Use Total PRPVR to see all conversions for the brands' products.

Number of times shoppers visited the product review page for a promoted product, attributed to an ad view or click. Use Total PRPV to see all conversions for the brands' products.

Number of times shoppers visited the product review page for a promoted product, attributed to an ad click. Use Total PRPV clicks to see all conversions for the brands' products.

Number of times shoppers visited the product review page for a promoted product, attributed to an ad view. Use Total PRPV views to see all conversions for the brands' products.

A classification for the type of product being sold which determines its place in the Amazon retail catalog.

A unique identifier for an order imported from the Amazon Order Management System (OMS).

Rate of ad-attributed purchase events for promoted products, relative to ad impressions. (Purchase rate = Purchases / Impressions) Use Total purchase rate to see all conversions for the brands' products.

Number of attributed conversion events occurring within 14 days of an ad click or view.

Number of times any quantity of a brand halo product was included in a purchase event, attributed to an ad view or click. Purchase events include new Subscribe & Save subscriptions and video rentals. Use Total purchases to see all conversions for the brands' products.

Number of times any quantity of a brand halo product was included in a purchase event, attributed to an ad click. Purchase events include new Subscribe & Save subscriptions and video rentals. Use Total purchases clicks to see all conversions for the brands' products.

Number of times any quantity of a brand halo product was included in a purchase event, attributed to an ad view. Purchase events include new Subscribe & Save subscriptions and video rentals. Use Total purchases views to see all conversions for the brands' products.

Number of attributed conversion events occurring within 14 days of an ad click.

Rate of click-attributed purchases for promoted products relative to the number of ad impressions. (Purchase Rate Clicks = Click-attributed purchases / Impressions) Use Total Purchase Click Rate to see all conversions for the brands' products.

Number of attributed conversion events occurring within 14 days of an ad view.

Quarter of the year

The number of unique users exposed to ads, counted either daily or over the last 6 months, depending on the selected time unit (Daily vs. Summary)

State or region.

The number of video rentals relative to the number of impressions. (Rental rate = Rentals / Impressions)

The number of times a video was rented for the featured product.

The number of video rentals attributed to ad click-throughs.

The number of video rentals attributed to ad impressions.

Report granularity.

Return on ad spend.

Total value of sales occurring within 14 days of an ad click or view.

For Sponsored Display vCPM campaigns, the total value of sales occurring within 14 days of an ad click or view where the purchased SKU was different from the SKU advertised.

Total value of sales occurring within 14 days of an ad click.

Total value of sales occurring within 14 days of ad click or view where the purchased SKU was the same as the SKU advertised. Same as attributedSales14dSameSKU.

Total value of sales occurring within 14 days of ad click where the purchased SKU was the same as the SKU advertised.

The number of Search conversions.

The number of Search conversions attributed to an ad click.

The average cost to acquire a Search conversion. (Search CPA = Total cost / Search)

The number of Search conversions relative to the number of ad impressions. (Search CVR = Search / Impressions)

Average value associated with a Search conversion. (Search value average = Search value sum / Search)

Sum of Search conversion values

The number of Search conversions attributed to an ad view.

The segment's class, for example behavioral or user agent.

A unique identifier assigned to an audience segment.

A unique identifier assigned to the marketplace of the audience segment.

The name of the audience segment.

The segment's source, for example AAX.

The type of segment, for example remarketing.

Number of Sign-up conversions occurring off Amazon, attributed to an ad view or click.

Number of Sign-up conversions occurring off Amazon, attributed to an ad click.

The average cost to acquire a Sign-up conversion off Amazon. (Total cost / Sign-up)

Number of Sign-up conversions occurring off Amazon relative to the number of ad impressions. (Sign-up/ Impressions)

Average value associated with a Sign-up conversion. (Sign-up value average = Sign-up value sum / Sign-up)

Sum of Sign-up conversion values

Number of Sign-up conversions occurring off Amazon, attributed to an ad view.

The site or group of sites the campaign ran on.

The number of times shoppers launched a promoted Alexa skill, attributed to an ad view or click. This can include tap, touch, and voice invocations.

The number of times shoppers launched a promoted Alexa skill, attributed to an ad click. This can include tap, touch, and voice invocations.

Rate of Skill invocation conversions relative to the number of impressions. (Skill invocation rate = Skill invocations / Impressions)

The number of times shoppers launched a promoted Alexa skill, attributed to an ad view. This can include tap, touch, and voice invocations.

Start date of summary period for a report in the format YYYY-MM-DD.

Number of Subscribe conversions occurring off Amazon, attributed to an ad view or click.

Number of Subscribe conversions occurring off Amazon, attributed to an ad click.

Average cost to acquire a Subscribe conversion off Amazon. (Total cost / Subscribe)

Number of Subscribe conversions occurring off Amazon, relative to the number of ad impressions. (Subscribe / Impressions)

Average value associated with a Subscribe conversion. (Subscribe value average = Subscribe value sum / Subscribe)

Sum of Subscribe conversion values

Number of Subscribe conversions occurring off Amazon, attributed to an ad view.

The number of free trial and paid subscriptions for sponsored products associated with a click on your ad.

The ratio of how often customers signed up for a free trial or paid subscription for sponsored products when you ad was displayed. This is calculated as free trials and paid subscriptions divided by impressions.

The number of free trial and paid subscriptions for sponsored products associated with ad impressions.

The number of free trial and paid subscriptions for sponsored products associated with a click or view on your ad.

The total amount of money spent on media supply.

The inventory the campaign ran on, for example real-time bidding exchanges or Amazon-owned sites.

The ID associated to the inventory the campaign ran on.

The Nielsen demographic segment the advertiser is transacting on

The targeting settings applied to the campaign. Examples include segments, content categories, and untargeted if no settings were applied.

Number of times shoppers added the brands' products to their cart, attributed to an ad view or click.

Number of times shoppers added the brands' products to their cart, attributed to an ad click.

Rate of Add to Cart conversions for the brands' products relative to the number of ad impressions. (Total ATCR = Total ATC / Impressions)

Number of times shoppers added the brands' products to their cart, attributed to an ad view.

Number of times shoppers added the brands' products to a wish list, gift list, or registry, attributed to an ad view or click.

Number of times shoppers added the brands' products to a wish list, gift list, or registry, attributed to an ad click.

Rate of Add to List conversions for the brands' products relative to the number of impressions. (ATLR = ATL / Impressions)

Number of times shoppers added the brands' products to a wish list, gift list or registry, attributed to an ad view.

The total amount of money spent on running the campaign not including 3P fees paid by the agency.

Number of detail page views for all the brands and products attributed to an ad view or click.

Number of detail page views for all the brands and products attributed to an ad click.

Detail page view rate for the brands’ products, relative to the number of ad impressions. (Total DPV / Impressions = Total DPVR)

Number of detail page views for all the brands' products, attributed to an ad view.

Effective (average) cost to acquire an Add to Cart conversion for the brands' products. (Total eCPATC = Total cost / Total ATC)

Effective (average) cost to acquire an Add to List conversion for the brands' products. (Total eCPATL = Total cost / Total ATL)

Effective (average) cost to acquire a detail page view for a product in your brand. (Total eCPDPV = Total cost / Total DPV)

Effective (average) cost to acquire a product review page conversion for the brands' products. (Total eCPPRPV = Total cost / Total PRPV)

Effective (average) cost to acquire a Subscribe & Save subscription for the brands' products. (Total eCPSnSS = Total cost / Total SnSS)

Effective (average) cost to acquire a purchase conversion for the brands' products. (Total eCPP = Total cost / Total purchases)

Effective (average) revenue for the brands’ products generated per thousand impressions. (Total eRPM = Sales / (Impressions / 1000))

The sum of all fees.

Number of new-to-brand detail page views for all the brands' products, attributed to an ad view or click.

Number of new-to-brand detail page views for all the brands' products, attributed to an ad click.

The new-to-brand detail page view rate for the brands' products, relative to the number of ad impressions. (Total NTB - DPV / Impressions = Total DPVR)

Number of new-to-brand detail page views for all the brands' products, attributed to an ad view.

Effective total cost for new-to-brand detail page view, calculated by cost divided by new-to-brand detail page view

Effective (average) cost to acquire a new-to-brand purchase conversion for the brands' products. (Total new-to-brand eCPP = Total cost / Total new-to-brand purchases)

Effective (average) revenue generated per thousand impressions from the brands’ products purchased by new-to-brand shoppers. (Total NTB eRPM = Total NTB Sales / (Impressions / 1000))

Rate of new-to-brand purchase conversions for the brands' products relative to the number of ad impressions. (Total new-to-brand purchase rate = Total new-to-brand purchases / Impressions)

Number of new-to-brand purchases for the brands’ products, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Number of new-to-brand purchases for the brands’ products, attributed to an ad click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Rate of new-to-brand purchase conversions for the brands' products relative to the number of ad impressions. (Total new-to-brand purchase rate = Total new-to-brand purchases / Impressions)

Number of new-to-brand purchases for the brands’ products, attributed to an ad view. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Return on advertising spend for new-to-brand purchases, measured as ad-attributed new-to-brand sales for the brands' products per local currency unit of ad spend. (Total new-to-brand ROAS = Total new to brand product sales / Total cost)

Sales (in local currency) of the brands’ products purchased by new-to-brand shoppers, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Units of the brands' products purchased by shoppers who were new-to-brand, attributed to an ad view or click. A single new-to-brand purchase event can include multiple sold units.

Rate of product review page visits for the brands' products, relative to the number of ad impressions. (Total ATCR = Total ATC / Impressions)

Number of times shoppers visited a product review page for the brands' products, attributed to an ad view or click.

Number of times shoppers visited a product review page for the brands' products, attributed to an ad click.

Number of times shoppers visited a product review page for the brands' products, attributed to an ad view.

Rate of ad-attributed purchase events for the brands' products relative to ad impressions. (Total purchase rate = Total purchases / Impressions)

Number of times any quantity of a brand product was included in a purchase event, attributed to an ad view or click. Purchase events include new Subscribe & Save subscriptions and video rentals.

Number of times any quantity of a brand product was included in a purchase event, attributed to an ad click. Purchase events include new Subscribe & Save subscriptions and video rentals.

Number of times any quantity of a brand product was included in a purchase event, attributed to an ad view. Purchase events include new Subscribe & Save subscriptions and video rentals.

Return on ad spend, measured as ad-attributed sales for the brands’ products per local currency unit of ad spend. (Total ROAS = Total product sales / Total cost)

Sales (in local currency) of the brands’ products, attributed to an ad view or click.

Number of new Subscribe & Save subscriptions for the brands and products, attributed to an ad view or click. This does not include replenishment subscription orders.

Number of new Subscribe & Save subscriptions for the brands and products, attributed to an ad click. This does not include replenishment subscription orders.

Rate of ad-attributed Subscribe & Save conversions for the brands’ products relative to ad impressions. (Total SnSSR = Total SnSS / Impressions)

Number of new Subscribe & Save subscriptions for the brands and products, attributed to an ad view. This does not include replenishment subscription orders.

Units of the brands' products purchased, attributed to an ad view or click. A single purchase event can include multiple sold units.

Number of attributed units sold within 14 days of an ad click or view.

For Sponsored Display vCPM campaigns, the total number of units ordered within 14 days of an ad click or view where the purchased SKU was different from the SKU advertised. For CPC campaigns, this value is equal to attributedUnitsOrdered14dOtherSKU.

Number of attributed units sold within 14 days of an ad click.

Units of promoted products purchased, attributed to an ad click. A single click-attributed purchase event can include multiple sold units. Use Total Units Sold Clicks to see all conversions for the brands' products.

The number of times a video ad was clicked excluding clicks to the navigation (e.g. Play or Pause buttons).

The number of times a video ad played to completion. If rewind occurred, completion was calculated on the total percentage of unduplicated video viewed.

The number of video completions relative to the number of video starts. (Video completion rate = Video complete / Video start)

The number of times a portion of a video was seen.

The number of ad clicks after a video ends.

The number of times at least 25% of a video ad played. If rewind occurred, percent complete was calculated on the total percentage of unduplicated video viewed.

The number of times a video was served.

The number of times at least 50% of a video ad played. If rewind occurred, percent complete was calculated on the total percentage of unduplicated video viewed.

The number of times a user muted the video ad.

The number of times a user paused the video ad.

The number of times a video was replayed.

The number of times a user unpaused the video ad.

The number of times a video was skipped backwards.

The number of times an ad was skipped forward.

The number of times a video ad was started.

The number of times at least 75% of a video ad played. If rewind occurred, percent complete was calculated on the total percentage of unduplicated video viewed.

The number of times a user unmuted the video ad.

The number of video downloads relative to the number of impressions. (Video download rate = Video downloads / Impressions)

The number of times a video was downloaded for the featured product.