When you connect Amazon Ads, choose the report category and report type that match the data you want to analyze.
Note: Reporting data is only available for 60 days through the Amazon Ads API. Funnel cannot download data from more than 60 days ago.
Which report type should you choose?
Report type | When to use it |
Sponsored Products: Campaign | Use this for campaign data. |
Sponsored Products: Placement | Use this for campaign data broken down by the position of the ad on the page. |
Sponsored Products: Ad Group | Use this for ad group data. |
Sponsored Products: Advertised Product | Use this for advertised product data. |
Sponsored Products: Keyword | Use this for data broken down by the keyword used for targeting. |
Sponsored Products: Search Term | Use this for data broken down by the search term entered by a customer. |
Sponsored Display: Campaign | Use this for campaign data. |
Sponsored Display: Ad Group | Use this for ad group data. |
Sponsored Display: Advertised Product | Use this for advertised product data. |
Sponsored Brands: Campaign | Use this for campaign data. |
Sponsored Brands: Placement | Use this for campaign data broken down by the position of the ad on the page. |
Sponsored Brands: Ad Group | Use this for ad group data. |
Sponsored Brands: Keyword | Use this for data broken down by the keyword used for targeting. |
Sponsored Brands: Search Term | Use this for data broken down by the search term entered by a customer. |
Sponsored Products
Campaign report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Portfolio Name: The name of the portfolio.
Placement report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Placement: The page location where an ad appeared.
Portfolio Name: The name of the portfolio.
Ad Group report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Portfolio Name: The name of the portfolio.
Advertised Product report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Ad ID: The unique numerical ID of the ad.
Advertised ASIN: The ASIN associated with an advertised product.
Advertised SKU: The SKU being advertised. This dimension is not available for vendors.
Portfolio Name: The name of the portfolio.
Keyword report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Search Term report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Customer Search Term: The search term used by the customer.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Metrics for all report types
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
1 Day Total Conversions: The number of attributed conversion events occurring within 24 hours of an ad click.
7 Day Total Conversions: The number of attributed conversion events occurring within 7 days of an ad click.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
30 Day Total Conversions: The number of attributed conversion events occurring within 30 days of an ad click.
1 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 24 hours of an ad click where the purchased SKU was the same as the SKU advertised.
7 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 7 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
30 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 30 days of an ad click where the purchased SKU was the same as the SKU advertised.
1 Day Total Units: The total number of units ordered within 24 hours of an ad click.
7 Day Total Units: The total number of units ordered within 7 days of an ad click.
14 Day Total Units: The total number of units ordered within 14 days of an ad click.
30 Day Total Units: The total number of units ordered within 30 days of an ad click.
1 Day Advertised SKU Units: The total number of units ordered within 24 hours of an ad click where the purchased SKU was the same as the SKU advertised.
7 Day Advertised SKU Units: The total number of units ordered within 7 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Advertised SKU Units: The total number of units ordered within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
30 Day Advertised SKU Units: The total number of units ordered within 30 days of an ad click where the purchased SKU was the same as the SKU advertised.
1 Day Total Sales: The total value of sales occurring within 24 hours of an ad click.
7 Day Total Sales: The total value of sales occurring within 7 days of an ad click.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
30 Day Total Sales: The total value of sales occurring within 30 days of an ad click.
1 Day Advertised SKU Sales: The total value of sales occurring within 24 hours of an ad click where the purchased SKU was the same as the SKU advertised.
7 Day Advertised SKU Sales: The total value of sales occurring within 7 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Advertised SKU Sales: The total value of sales occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
30 Day Advertised SKU Sales: The total value of sales occurring within 30 days of an ad click where the purchased SKU was the same as the SKU advertised.
Sponsored Display
Campaign report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Tactic: The advertising tactic associated with the campaign.
Targeting Strategy: The name of the tactic that defines the targeting strategy for the campaign.
Portfolio Name: The name of the portfolio.
Ad Group report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Tactic: The advertising tactic associated with the campaign.
Targeting Strategy: The name of the tactic that defines the targeting strategy for the campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Portfolio Name: The name of the portfolio.
Advertised Product report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Tactic: The advertising tactic associated with the campaign.
Targeting Strategy: The name of the tactic that defines the targeting strategy for the campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Advertised ASIN: The ASIN associated with an advertised product.
Advertised SKU: The SKU being advertised.
Portfolio Name: The name of the portfolio.
Metrics for all report types
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
1 Day Total Conversions: The number of attributed conversion events occurring within 24 hours of an ad click.
7 Day Total Conversions: The number of attributed conversion events occurring within 7 days of an ad click.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
30 Day Total Conversions: The number of attributed conversion events occurring within 30 days of an ad click.
1 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 24 hours of an ad click where the purchased SKU was the same as the SKU advertised.
7 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 7 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
30 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 30 days of an ad click where the purchased SKU was the same as the SKU advertised.
1 Day Total Units: The total number of units ordered within 24 hours of an ad click.
7 Day Total Units: The total number of units ordered within 7 days of an ad click.
14 Day Total Units: The total number of units ordered within 14 days of an ad click.
30 Day Total Units: The total number of units ordered within 30 days of an ad click.
1 Day Total Sales: The total value of sales occurring within 24 hours of an ad click.
7 Day Total Sales: The total value of sales occurring within 7 days of an ad click.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
30 Day Total Sales: The total value of sales occurring within 30 days of an ad click.
1 Day Advertised SKU Sales: The total value of sales occurring within 24 hours of an ad click where the purchased SKU was the same as the SKU advertised.
7 Day Advertised SKU Sales: The total value of sales occurring within 7 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Advertised SKU Sales: The total value of sales occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
30 Day Advertised SKU Sales: The total value of sales occurring within 30 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Total Orders New To Brand: The number of first-time orders for brand products over a one-year lookback window. This metric is not available for book vendors.
14 Day Total Sales New To Brand: The total value of new-to-brand sales occurring within 14 days of an ad click. This metric is not available for book vendors.
14 Day Total Units New To Brand: The total number of attributed units ordered as part of new-to-brand sales occurring within 14 days of an ad click. This metric is not available for book vendors.
14 Day Total View Conversions: The total number of attributed conversion events occurring within 14 days of an ad click or view. This metric is only relevant for Sponsored Display vCPM campaigns.
14 Day Total View Sales: The total value of sales occurring within 14 days of an ad click or view. This metric is only relevant for Sponsored Display vCPM campaigns.
14 Day Total View Units: The total number of units ordered within 14 days of an ad click or view. This metric is only relevant for Sponsored Display vCPM campaigns.
14 Day View Total Detail Page Views: The total number of attributed detail page views occurring within 14 days of an ad click or view. This metric is only relevant for Sponsored Display vCPM campaigns.
View Impressions: The total number of viewable impressions. This metric is only relevant for Sponsored Display vCPM campaigns.
Sponsored Brands
Sponsored Brands report limitations
Search Term reports are not available for product-targeted Sponsored Brands campaigns.
Funnel uses version 3 reporting, which does not support legacy Sponsored Brands campaigns that contain one ad group. Funnel cannot retrieve these campaigns.
Campaign report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Portfolio Name: The name of the portfolio.
Placement report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Placement: The page location where an ad appeared.
Portfolio Name: The name of the portfolio.
Ad Group report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Portfolio Name: The name of the portfolio.
Keyword report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Search Term report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Cost Type: The cost type of the campaign. It determines how the campaign bids and charges.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Customer Search Term: The search term used by the customer.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Campaign, Placement and Ad Group report metrics
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
14 Day Total Detail Page View Clicks: The number of attributed detail page view conversions occurring within 14 days of an ad click.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
14 Day Advertised SKU Sales: The total value of sales occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
14 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Total Orders New To Brand: The number of first-time orders for brand products over a one-year lookback window. This metric is not available for book vendors.
14 Day Total Sales New To Brand: The total value of new-to-brand sales occurring within 14 days of an ad click. This metric is not available for book vendors.
14 Day Total Units New To Brand: The total number of attributed units ordered as part of new-to-brand sales occurring within 14 days of an ad click. This metric is not available for book vendors.
Video Views 25%: The number of impressions where the video was viewed to 25%.
Video Views 50%: The number of impressions where the video was viewed to 50%.
Video Views 75%: The number of impressions where the video was viewed to 75%.
Video Views 100%: The number of impressions where the video was viewed to 100%.
Video Views 5 Seconds: The number of impressions where the customer watched the complete video or 5 seconds, whichever is shorter.
Video Unmutes: The number of impressions where a customer unmuted the video.
Keyword report metrics
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
14 Day Advertised SKU Sales: The total value of sales occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
14 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
Video Views 25%: The number of impressions where the video was viewed to 25%.
Video Views 50%: The number of impressions where the video was viewed to 50%.
Video Views 75%: The number of impressions where the video was viewed to 75%.
Video Views 100%: The number of impressions where the video was viewed to 100%.
Video Views 5 Seconds: The number of impressions where the customer watched the complete video or 5 seconds, whichever is shorter.
Video Unmutes: The number of impressions where a customer unmuted the video.
Search Term report metrics
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
Video Views 25%: The number of impressions where the video was viewed to 25%.
Video Views 50%: The number of impressions where the video was viewed to 50%.
Video Views 75%: The number of impressions where the video was viewed to 75%.
Video Views 100%: The number of impressions where the video was viewed to 100%.
Video Views 5 Seconds: The number of impressions where the customer watched the complete video or 5 seconds, whichever is shorter.
Video Unmutes: The number of impressions where a customer unmuted the video.
Change history
Sponsored Brands Video deprecation
Sponsored Brands Video was deprecated on 13 March 2023. Video metrics are now available in the Sponsored Brands report category.
The following fields were available in the deprecated Sponsored Brands Video report category.
Deprecated Campaign report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Portfolio Name: The name of the portfolio.
Deprecated Placement report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Placement: The page location where an ad appeared.
Portfolio Name: The name of the portfolio.
Deprecated Ad Group report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Portfolio Name: The name of the portfolio.
Deprecated Keyword report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Deprecated Search Term report
Dimensions
Campaign Name: The name of the campaign as entered by the advertiser.
Campaign ID: The unique numerical ID of a campaign.
Ad Group Name: The name of the ad group as entered by the advertiser.
Ad Group ID: The unique numerical ID of the ad group.
Keyword Text: The text of the keyword or phrase.
Keyword ID: The unique numerical ID of the keyword.
Customer Search Term: The search term used by the customer.
Match Type: The type of matching for the keyword or phrase used in the bid.
Portfolio Name: The name of the portfolio.
Deprecated Campaign, Placement, Ad Group and Keyword report metrics
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
14 Day Advertised SKU Sales: The total value of sales occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
14 Day Advertised SKU Conversions: The number of attributed conversion events occurring within 14 days of an ad click where the purchased SKU was the same as the SKU advertised.
Video Views 25%: The number of impressions where the video was viewed to 25%.
Video Views 50%: The number of impressions where the video was viewed to 50%.
Video Views 75%: The number of impressions where the video was viewed to 75%.
Video Views 100%: The number of impressions where the video was viewed to 100%.
Video Views 5 Seconds: The number of impressions where the customer watched the complete video or 5 seconds, whichever is shorter.
Video Unmutes: The number of impressions where a customer unmuted the video.
Deprecated Search Term report metrics
Metrics
Cost: The total cost of ad clicks.
Clicks: The total number of ad clicks.
Impressions: The total number of ad impressions.
14 Day Total Sales: The total value of sales occurring within 14 days of an ad click.
14 Day Total Conversions: The number of attributed conversion events occurring within 14 days of an ad click.
Video Views 25%: The number of impressions where the video was viewed to 25%.
Video Views 50%: The number of impressions where the video was viewed to 50%.
Video Views 75%: The number of impressions where the video was viewed to 75%.
Video Views 100%: The number of impressions where the video was viewed to 100%.
Video Views 5 Seconds: The number of impressions where the customer watched the complete video or 5 seconds, whichever is shorter.
Video Unmutes: The number of impressions where a customer unmuted the video.