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Amazon DSP: Dimensions and metrics

Amazon DSP dimensions and metrics in Funnel

Updated this week

Note: The Amazon DSP connector is available only in Enterprise plans.

The maximum historical data limit via the Amazon DSP reporting API is 90 days, therefore Funnel is unable to fetch historical data further back than this.

Amazon DSP reporting is only currently available for self-service advertisers in the US, CA, MX, DE, ES, FR, IT, NL, UK, AU, IN, JP, UAE, SE, DK, FI, NO, and SA.

Report Type

  • Campaign

  • Geography

  • Inventory

  • Product

Special note on off-Amazon conversion tracking

Many off-Amazon metrics stay at 0 until the advertiser has set up off-Amazon conversion tracking in Amazon (for example Amazon Ad tag, Conversions API, or a Mobile Measurement Partner) and configured events in Events Manager. Until that is in place, Funnel will still show the fields, but Amazon does not attribute conversions, so values are typically zero.

Dimensions

Common dimensions

  • Date

  • Currency

  • Entity ID

  • Advertiser

  • Advertiser ID

  • Order

  • Order ID

  • Order start date

  • Order end date (last seen)

  • Line item

  • Line item ID

  • Line item start date

  • Line item end date (last seen)

Report type: Campaign

Additional dimensions (on top of common)

  • Creative

  • Creative ID

  • Creative Ad ID

  • Creative Size

  • Creative Type

  • Line item status

  • Line item External ID

  • Order goal - when Include Order Goal & KPI is selected

  • Order KPI - when Include Order Goal & KPI is selected

  • Order target KPI - when Include Order Goal & KPI is selected

  • Order External ID

Report type: Geography

Additional dimensions (on top of common)

  • Country

  • Region

  • City

  • Market Area Code

  • Market Area Name

  • Postal code

Report type: Inventory

Additional dimensions (on top of common)

  • Deal ID

  • Deal Name

  • Deal Type

  • Site

  • Placement Name

  • Placement Size

  • Line item External ID

  • Order External ID

Report type: Product

Additional dimensions (on top of common)

  • Amazon Standard Identification Number (ASIN)

  • ASIN conversion type

  • Brand name

  • Featured ASIN

  • Marketplace

  • Parent ASIN

  • Product category

  • Product group

  • Product name

  • Product subcategory

  • Report granularity

  • Line item External ID

  • Order External ID

Metrics

Common metrics

(Present in Campaign, Geography, Inventory, and Product.)

General

  • CTR

On-Amazon conversions

  • Add to List (ATL)

  • ATC

  • ATC clicks

  • ATC views

  • DPV

  • DPV clicks

  • DPV views

  • Product sales

  • Purchases

  • Purchases clicks

  • Purchases views

  • Units sold

New-to-brand

  • New-to-brand product sales

  • New-to-brand purchases

  • New-to-brand purchases clicks

  • New-to-brand purchases views

  • New-to-brand units sold

  • Total New-to-brand Detail Page Views

  • Total New-to-brand Detail Page Views Click-through Conversions

  • Total New-to-brand Detail Page Views View-through Conversions

Report type: Campaign, Inventory and Product

(Includes common metrics. Adds the following.)

Total brand conversions

  • Total Add to Lists (Total ATL)

  • Total ATC

  • Total ATC clicks

  • Total ATC views

  • Total DPV

  • Total DPV clicks

  • Total DPV views

  • Total product sales

  • Total purchases

  • Total purchases clicks

  • Total purchases views

  • Total units sold

New-to-brand

  • Total new-to-brand purchases

  • Total new-to-brand purchases clicks

  • Total new-to-brand purchases views

Report type: Campaign, Inventory and Geography

(Includes common metrics where those reports exist. Adds the following.)

General

  • Invalid Impression Rate

Delivery

  • Click-throughs

  • Gross Impressions

  • Impressions

  • Invalid Impressions

  • Viewable Impressions

Cost

  • Agency fee

  • Total cost

Off-Amazon conversions

  • Off-Amazon checkouts

  • Off-Amazon checkouts (click-through)

  • Off-Amazon checkouts (view-through)

  • Off-Amazon click-through conversions

  • Off-Amazon conversions

  • Off-Amazon leads

  • Off-Amazon leads (click-through)

  • Off-Amazon leads (view-through)

  • Off-Amazon other conversions

  • Off-Amazon other conversions (click-through)

  • Off-Amazon other conversions (view-through)

  • Off-Amazon page views

  • Off-Amazon page views (click-through)

  • Off-Amazon page views (view-through)

  • Off-Amazon product sales

  • Off-Amazon purchases

  • Off-Amazon purchases click-through conversions

  • Off-Amazon purchases view-through conversions

  • Off-Amazon units sold

  • Off-Amazon view-through conversions

  • Sign up button

Video

  • Downloaded video play click-through conversions (DVP clicks)

  • Downloaded video play view-through conversions (DVP views)

  • Downloaded video plays (DVP)

  • Video complete

  • Video downloads

  • Video downloads click-through conversions

  • Video downloads view-through conversions

  • Video first quartile

  • Video midpoint

  • Video mute

  • Video pause

  • Video resume

  • Video start

  • Video streams

  • Video streams click-through conversions

  • Video streams view-through conversions

  • Video third quartile

  • Video unmute
    ​

Campaign and Product

New-to-brand

  • New-to-brand Detail Page Views

  • New-to-brand Detail Page Views Click-through Conversions

  • New-to-brand Detail Page Views View-through Conversions

Geography and Product

On-Amazon conversions

  • Units Sold Promoted Click-through Conversions

Report type: Campaign

Cost

  • 3P fees

  • Total fee

Combined conversions

  • Combined Product Sales

  • Combined Purchases

  • Combined Purchases Click-through Conversions

  • Combined Units Sold

Video

  • Video ad creative views

  • Video ad impressions

Product

On-Amazon conversions

  • Product Sales Click-through Conversions

  • Units Sold Click-through Conversions

Brand Halo

  • Brand Halo ATC

  • Brand Halo ATC Click-through Conversions

  • Brand Halo ATC View-through Conversions

  • Brand Halo Detail Page Views

  • Brand Halo Detail Page Views Click-through Conversions

  • Brand Halo Detail Page Views View-through Conversions

  • Brand Halo New-to-brand Purchases

  • Brand Halo New-to-brand Purchases Click-through Conversions

  • Brand Halo New-to-brand Purchases View-through Conversions

  • Brand Halo New-to-brand Units Sold

  • Brand Halo Purchases

  • Brand Halo Purchases Click-through Conversions

  • Brand Halo Purchases View-through Conversions

No longer available fields

These fields relate to legacy Amazon conversion pixels that Amazon stopped supporting on the date noted in the API. They may return empty or zero data. In Funnel they appear in the No longer available field group.

Amazon’s communicated end date (from the connector): available until 2025-05-30 (see Amazon’s documentation for current status).

Metrics

Campaign, Inventory, and Geography

  • Homepage Visit Conversions (homepageVisit14d)

  • Homepage Visit Conversion Clicks (homepageVisitClicks14d)

  • Homepage Visit Conversion Views (homepageVisitViews14d)

  • Purchase Button (purchaseButton14d)

  • Purchase Button Views (purchaseButtonViews14d)

  • Purchase Button Clicks (purchaseButtonClicks14d)

  • Thank You Page Conversions (thankYouPage14d)

  • Thank You Page Conversion Clicks (thankYouPageClicks14d)

  • Thank You Page Conversion Views (thankYouPageViews14d)

  • Marketing landing page (marketingLandingPage14d)

  • Marketing landing page view-through conversions (marketingLandingPageViews14d)

  • Marketing landing page click-through conversions (marketingLandingPageClicks14d)

  • Registration form (registrationForm14d)

  • Registration form view-through conversions (registrationFormViews14d)

  • Registration form click-through conversions (registrationFormClicks14d)

Campaign

  • Video started (videoStarted)

  • Video started view-through conversions (videoStartedViews)

  • Video started click-through conversions (videoStartedClicks)

  • Video completed (videoCompleted)

  • Video completed view-through conversions (videoCompletedViews)

  • Video end click-through conversions (videoEndClicks)

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