Amazon Advertising: Most-used fields

This field represents the country where the advertising activity took place or where the ad was displayed. It can be provided as the country name or its ISO code.

The specific date for which the performance report data is generated.

Advertising Cost of Sale (ACOS) calculated based on sales occurring within 14 days of an ad click.

Advertising Cost of Sale (ACOS) calculated based on sales occurring within 7 days of an ad click.

The bid amount set for the ad group.

The date when the ad group was created.

The date when the ad group was created, formatted according to ISO 8601 standard.

The default bid set for the ad group.

A unique identifier for an ad group, which organizes a collection of ads with shared targeting and bids within a campaign.

The date when the ad group was last updated.

The ISO formatted date when the ad group was last updated.

The name of the ad group.

The serving status of the ad group (e.g., delivering, paused, archived).

The state of the ad group (e.g., enabled, paused, archived).

Unique numerical ID of the ad.

The status of the keyword within the ad group.

The current status of the ad (e.g., enabled, paused, archived).

The number of times products were added to a shopping cart after an ad interaction.

The total number of clicks on 'Add to Cart' buttons.

The number of times shoppers added a brand's products to their cart, specifically attributed to an ad view.

Indicates the operation to associate or disassociate records with an audience within the Amazon Ads Data Provider API. This is used for managing audience records by adding or removing them.

The ASIN of the product that was advertised.

The SKU being advertised.

The name of the advertiser.

The identifier of the budget rule applied to the campaign or ad group.

The name of the budget rule applied to the campaign or ad group.

The ASIN associated with an advertised product.

Represents a product that was purchased after an ad click but has a different SKU/ASIN than what was advertised. It is available in Sponsored Display Purchased Product reports.

Amazon Standard Identification Numbers (ASINs) related to the ad campaign, used as a dimension for reporting or for targeting.

A unique identifier assigned to a creative asset, such as an image or video, used within Amazon Advertising campaigns.

The type of media for the creative asset, such as an image or video, used in advertising campaigns.

The name given to the creative asset for organizational and identification purposes within the advertising platform.

The URL where the creative asset is stored and can be accessed or retrieved.

The number of add-to-cart clicks attributed to ads within a 14-day attribution window.

The number of searches that included the name of your brand occurring within 14 days of an ad click.

Number of attributed conversion events occurring within 14 days of an ad click. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Number of attributed conversion events occurring within 14 days of ad click where the purchased SKU was the same as the SKU advertised. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

The number of attributed conversion events occurring within 1 day of an ad click. For Sponsored Brands, this applies to conversions occurring within 1 day of an ad click or view.

The number of conversions for the same SKU attributed to ads within a 1-day attribution window.

The total number of conversions attributed to ads within a 30-day attribution window.

The number of conversions for the same SKU attributed to ads within a 30-day attribution window.

The total number of conversions attributed to ads within a 7-day attribution window.

The number of conversions for the same SKU attributed to ads within a 7-day attribution window.

Detail Page Views attributed to ads within a 14-day attribution window.

The number of attributed detail page view conversions occurring within 14 days of ad click.

The number of new-to-brand orders relative to the number of clicks. New-to-brand order rate = new-to-brand orders / clicks. Not available for book vendors.

The number of first-time orders for brand products over a one-year lookback window, attributed to an ad occurring within 14 days of an ad click. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

The percentage of total orders that are new-to-brand orders. Not available for book vendors. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

The number of purchases attributed to ads within a 14-day attribution window.

Total value of sales occurring within 14 days of an ad click. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Total value of sales occurring within 14 days of an ad click where the purchased SKU was different from the SKU advertised.

Total value of sales occurring within 14 days of ad click where the purchased SKU was the same as the SKU advertised. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Total value of sales occurring within 24 hours of an ad click.

Sales of other SKUs attributed to ads within a 1-day attribution window.

The total sales amount (in local currency) from attributed purchases occurring within 1 day of an ad interaction, where the purchased SKU was the same as the advertised SKU.

Total sales attributed to ads within a 30-day attribution window.

Sales of other SKUs attributed to ads within a 30-day attribution window.

Sales of the same SKU attributed to ads within a 30-day attribution window.

Total sales attributed to ads within a 7-day attribution window.

Sales of other SKUs attributed to ads within a 7-day attribution window.

Sales of the same SKU attributed to ads within a 7-day attribution window.

Total value of new-to-brand sales occurring within 14 days of an ad click. Not available for book vendors. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Percentage of total sales made up of new-to-brand purchases. Not available for book vendors. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Sales attributed to the same SKU (stock keeping unit) within a 14-day attribution window.

Total value of sales occurring within 24 hours of ad click where the purchased SKU was the same as the SKU advertised.

Total value of sales occurring within 30 days of ad click where the purchased SKU was the same as the SKU advertised.

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

Total number of units ordered within 14 days of an ad click.

Total number of units ordered within 14 days of an ad click where the purchased SKU was different from the SKU advertised.

The number of units ordered for the same SKU attributed to ads within a 14-day attribution window.

The number of units ordered within a 1-day attribution window after an ad interaction.

The number of units ordered for other SKUs attributed to ads within a 1-day attribution window.

The number of units ordered for the same SKU attributed to ads within a 1-day attribution window.

The number of units ordered within a 30-day attribution window after an ad interaction.

The number of units ordered for other SKUs attributed to ads within a 30-day attribution window.

The number of units ordered for the same SKU attributed to ads within a 30-day attribution window.

The number of units ordered within a 7-day attribution window after an ad interaction.

The number of units ordered for other SKUs attributed to ads within a 7-day attribution window.

The number of units ordered for the same SKU attributed to ads within a 7-day attribution window.

Total number of attributed units ordered as part of new-to-brand sales occurring within 14 days of an ad click. Not available for book vendors. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Percentage of total attributed units ordered within 14 days of an ad click that are part of a new-to-brand purchase. Not available for book vendors. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

Number of attributed units sold within 14 days of click on an ad. This is also referred to as unitsSold14d.

The model used to attribute conversions to ad interactions.

The current bid amount set for a keyword, product, or ad group.

The strategy used to optimize bids for campaigns or ad groups.

The recommended high bid for ads that closely match the specified targeting value.

The suggested bid value representing the lower end of the recommended bid range for a 'close match' targeting strategy. These recommendations are provided to help advertisers optimize their campaigns for performance metrics such as impressions, clicks, or conversions.

The recommended median bid for ads that closely match the specified targeting value.

The recommended high bid for displaying ads alongside complementary products.

The recommended low bid for displaying ads alongside complementary products.

The recommended median bid for displaying ads alongside complementary products.

The lower bound of the estimated weekly clicks if the high suggested bid is adopted.

The upper bound of the estimated weekly clicks if the high suggested bid is adopted.

The lower bound of the estimated weekly clicks if the low suggested bid is adopted.

The upper bound of the estimated weekly clicks if the low suggested bid is adopted.

The lower bound of the estimated weekly clicks if the median suggested bid is adopted.

The upper bound of the estimated weekly clicks if the median suggested bid is adopted.

The lower bound of the estimated weekly purchase orders if the high suggested bid is adopted.

The upper bound of the estimated weekly purchase orders if the high suggested bid is adopted.

The lower bound of the estimated weekly purchase orders if the low suggested bid is adopted.

The upper bound of the estimated weekly purchase orders if the low suggested bid is adopted.

The lower bound of the estimated weekly purchase orders if the median suggested bid is adopted.

The upper bound of the estimated weekly purchase orders if the median suggested bid is adopted.

The recommended high bid for keyword broad match targeting, which broadly matches ads with search queries.

The recommended low bid for keyword broad match targeting, which broadly matches ads with search queries.

The recommended median bid for keyword broad match targeting, which broadly matches ads with search queries.

The recommended high bid for keyword exact match targeting, which exactly matches ads with search queries.

The recommended low bid for keyword exact match targeting, which exactly matches ads with search queries.

The recommended median bid for keyword exact match targeting, which exactly matches ads with search queries.

The recommended high bid for keyword phrase match targeting, which matches ads with search phrases.

The recommended low bid for keyword phrase match targeting, which matches ads with search phrases.

The recommended median bid for keyword phrase match targeting, which matches ads with search phrases.

The recommended high bid for ads that broadly match the specified targeting value.

The recommended low bid for ads that broadly match the specified targeting value.

The recommended median bid for ads that broadly match the specified targeting value.

The recommended high bid for displaying ads alongside substitutable products.

This field represents a suggested low bid for a substitute target in a bid recommendation. Substitute targets are alternative keywords or products that are still relevant to the campaign, and this bid helps advertisers optimize spending for these alternative targeting options. The recommendation is based on historical bid data.

This field represents a suggested median bid for a substitute target in a bid recommendation. Substitute targets are alternative keywords or products that are still relevant to the campaign, and this median bid provides a mid-range suggestion to help advertisers optimize their bidding strategy for these alternatives.

The brand associated with the advertising campaign or the advertised products. This is often used in the context of Sponsored Brands campaigns and Brand Stores.

The identifier for the brand entity.

The name of the brand associated with the product or campaign.

The number of searches for the brand associated with the advertised products.

The number of clicks on ads that occurred after customers performed searches including the brand's name.

The number of searches that included the name of a brand, attributed to an ad view, occurring within a specified attribution window.

The identifier of the budget rule applied to the campaign.

The name of the budget rule applied to the campaign.

The bid optimization strategy applied to the campaign's bidding.

The bidding strategy employed for the campaign (e.g., dynamic bids - down only, fixed bids).

The unique identifier for the brand associated with the advertising campaign. This ID allows for consistent brand identification across various Amazon marketplaces and ad products.

Total budget allocated to the campaign.

The monetary amount allocated as the budget for the campaign.

The total budget allocated to the campaign.

The type of budget applied to a campaign (e.g., daily budget, lifetime budget).

The currency code for the campaign budget (e.g., USD, EUR).

The type of budget allocated to the campaign, either 'daily' or 'lifetime'.

The date when the campaign was created.

The ISO formatted date when the campaign was created.

A list of Amazon Standard Identification Numbers (ASINs) associated with the campaign's creative assets. These ASINs are often used for generating keyword or product recommendations.

The asset ID of the brand logo used in the campaign creative.

The URL of the brand logo used in the campaign creative.

The brand name featured in the campaign's creative elements, such as text or images.

The headline text of the campaign's creative.

The type of creative used in the campaign (e.g., image, video, custom).

A list of asset IDs for videos used in the campaign creative.

The percentage adjustment for bids based on ad placement in dynamic bidding campaigns.

The specific placement to which a dynamic bidding percentage adjustment is applied.

The dynamic bidding strategy applied to the campaign (e.g., down only, up and down).

The scheduled end date for the campaign.

The scheduled end date for the campaign, formatted according to ISO 8601 standard.

The serving status of a campaign, indicating its current state (e.g., active, paused, archived) as part of extended campaign data available through the API.

A unique identifier for an advertising campaign, which serves as the top-level container for ad groups and ads, defining budget and overall strategy.

The type of page the campaign's landing page is (e.g., product detail page, Store page).

The URL of the landing page for the campaign.

The date when the campaign was last updated.

The ISO formatted date when the campaign was last updated.

The name of the advertising campaign.

Indicates whether premium bid adjustments are enabled for a campaign, allowing for increased bids in competitive placements.

Indicates if the campaign budget is managed by a rule.

The budget amount set by a rule for the campaign.

The serving status of the campaign (e.g., delivering, paused, archived).

The scheduled start date for the campaign.

The scheduled start date for the campaign, formatted according to ISO 8601 standard.

The current state of the campaign (e.g., enabled, paused, archived). This is also referred to as campaignStatus.

The current operational status or state of the campaign (e.g., enabled, paused, archived).

The specific targeting tactic used in a Sponsored Display campaign (e.g., product targeting, audience targeting).

The type of targeting strategy employed by the campaign, such as contextual targeting or audience targeting.

The type of advertising campaign (e.g., Sponsored Products, Sponsored Brands, Sponsored Display).

The product category.

The percentage of impressions that resulted in a click (clicks / impressions).

Total number of ad clicks.

The number of conversion events for products of the same brand as the promoted products (brand halo), excluding the promoted products themselves.

The number of conversion events for products of the same brand as the promoted products (brand halo), specifically attributed to ad clicks, excluding the promoted products themselves.

Total cost of ad clicks.

The average cost incurred for each click on an ad (cost / clicks).

Determines how the campaign will bid and charge, such as 'vCPM' (cost per thousand viewable impressions) or 'CPC' (cost per click). Only relevant for Sponsored Display campaigns.

Total number of unique users exposed to an ad from either a campaign, ad group, or product ad over the lifetime of the campaign or the past six months, whichever is shorter.

The currency code associated with the campaign.

The specific date for which the advertising data is reported.

The total number of times product detail pages were viewed after an ad interaction.

The total number of product detail page views that resulted from clicks on an ad.

Number of attributed detail page views occurring within 14 days of click on an ad. This is a vendor-only field.

A unique identifier for the entity (e.g., campaign, ad group, advertiser) that the data refers to.

Total number of ad impressions.

The average number of times unique users were exposed to an ad over the lifetime of the campaign.

The total number of impressions or views an ad received.

The keyword or phrase used in targeting. This is also referred to as keywordText.

The advertiser-set bid value for a keyword.

A unique identifier for a specific keyword targeted in an advertising campaign to match customer searches.

The type of matching for the keyword or phrase used in the bid, such as broad, phrase, or exact. This is also referred to as matchType.

The current state of the keyword (e.g., enabled, paused, archived).

The status of the keyword (e.g., enabled, paused, archived).

Text of the keyword or phrase.

Unique numerical ID of a campaign.

The number of times a lead generation form associated with an ad was opened by users.

The number of leads generated from ad interactions.

The number of clicks that directed users from the Amazon platform to an external website or landing page.

The specific Amazon marketplace (e.g., US, UK, DE) where advertising campaigns are active. This identifies the geographical region and Amazon domain where ad performance data originates.

This field identifies the Amazon marketplace associated with the advertising activity. Marketplace IDs are unique identifiers tied to specific countries/locales, used for targeting API requests to the correct regional endpoint.

Type of matching for the keyword or phrase used in bid. Must be one of: broad, phrase, or exact.

The total cost or spend incurred for the advertising, representing the financial investment in media placements.

The number of attributed detail page view conversions occurring within 14 days of an ad click from shoppers who have not previously viewed a detail page with an ASIN of the same brand.

The number of new detail page views from shoppers who have not previously viewed a detail page with an ASIN of the same brand, specifically attributed to an ad view.

The number of new detail page views from shoppers who have not previously viewed a detail page in the past 365 days with an ASIN of the same brand, attributed to advertising.

The total number of purchases made by new-to-brand customers.

The total number of purchases made by new-to-brand customers within a 14-day attribution window.

The number of purchases made by new-to-brand customers that resulted from ad clicks.

The percentage of purchases attributed to new-to-brand customers within a 14-day attribution window.

The total sales generated from new-to-brand customers.

Total value of new-to-brand sales occurring within 14 days of an ad click. This is also referred to as attributedSalesNewToBrand14d.

The sales generated from new-to-brand customers that resulted from ad clicks.

The percentage of total sales made up of new-to-brand purchases within 14 days of an ad interaction. This is also referred to as attributedSalesNewToBrandPercentage14d.

The total number of units sold to new-to-brand customers.

The total number of units sold to new-to-brand customers within a 14-day attribution window.

The number of units sold to new-to-brand customers that resulted from ad clicks.

The percentage of total attributed units ordered within 14 days of an ad click that are part of a new-to-brand purchase.

The number of orders occurring within 14 days, attributed to an ad click or view.

An Amazon Standard Identification Number (ASIN) that was purchased as a result of an ad, but was not the specific ASIN advertised.

The location where the ad is displayed on the page (e.g., top of search, product page).

A dimension that categorizes the page location where an ad appeared, helping to understand ad visibility and performance across different placements.

A unique identifier for the portfolio.

The name of the portfolio to which the campaign or advertising entity belongs.

Unique numerical ID of the product ad.

The ASIN of the product being advertised in the product ad.

The date when the product ad was created.

The ISO formatted date when the product ad was created.

The date when the product ad was last updated.

The ISO formatted date when the product ad was last updated.

The serving status of the product ad (e.g., delivering, paused, archived).

The state of the product ad (e.g., enabled, paused, archived).

The product category of the advertised item.

The name of the advertised product.

The registered brand name associated with the advertiser's profile. This is used to identify the brand data for an advertiser ID.

The country code associated with the Amazon Advertising profile, indicating the marketplace (e.g., US, UK, DE) where the advertising activities are managed.

A unique identifier for the advertising profile.

The Amazon Standard Identification Number (ASIN) of the promoted product.

The Seller SKU (Stock Keeping Unit) of the promoted product.

The ASIN (Amazon Standard Identification Number) of the product purchased following an ad interaction.

The total number of purchases attributed to advertising.

The total number of purchases attributed to advertising within a 14-day attribution window.

The total number of purchases attributed to advertising within a 1-day attribution window.

The total number of purchases attributed to advertising within a 30-day attribution window.

The total number of purchases attributed to advertising within a 7-day attribution window.

The total number of purchases attributed to ad clicks.

The total number of purchases of SKUs different from the advertised product, attributed to an ad click within a 7-day attribution window.

The number of purchases attributed to clicks on promoted ads.

The number of purchases of the same SKU as the advertised product, attributed to advertising within a 14-day attribution window.

The number of purchases of the same SKU as the advertised product, attributed to advertising within a 1-day attribution window.

The number of purchases of the same SKU within a 30-day attribution window.

The number of purchases of the same SKU as the advertised product, attributed to advertising within a 7-day attribution window.

The customer search term that triggered an advertisement, or a keyword used for targeting within an advertising campaign. This data is available in search term reports.

Return on Advertising Spend (ROAS) calculated based on sales occurring within 14 days of an ad click.

Return on Advertising Spend (ROAS) calculated based on sales occurring within 7 days of an ad click.

The total sales generated from advertising.

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

The sales generated from advertising within a 1-day attribution window.

Total value of sales occurring within 30 days of an ad interaction.

The sales generated from advertising within a 7-day attribution window.

The total sales revenue attributed to a brand's overall advertising efforts, including both directly attributed sales and the broader impact on sales across the brand's products on Amazon.

The sales generated from brand halo effects that resulted from ad clicks.

The sales generated that resulted from ad clicks.

The total sales amount (in local currency) from purchases of products other than the advertised SKU, occurring within 14 days of an ad interaction. This reflects sales attributed to brand halo.

Sales generated from other SKUs within a 7-day attribution window following an ad interaction.

Total value of sales occurring within 14 days of ad click or view where the purchased SKU was the same as the SKU advertised. This metric is equivalent to attributedSales14dSameSKU.

The number of clicks on an ad that resulted in sales. This metric helps measure the direct impact of ad interactions on product purchases.

The search term used by the customer.

The account-level ad-attributed impression rank for specific search terms.

The account-level ad-attributed impression share for specific search terms, indicating the percentage of impressions received out of eligible impressions.

The total cost of advertising, equivalent to 'cost'.

The unique identifier for an Amazon store associated with an advertiser.

The name of the brand's Store.

A unique identifier for a specific bid recommendation.

The upper boundary of a suggested bid range provided for a keyword or target.

The lower boundary of a suggested bid range provided for a keyword or target.

The specific recommended bid value for a keyword or target.

The bid amount set for a specific target.

Information related to the targeting strategy and clauses used in advertising campaigns.

The expression defining the targeting criteria for an ad.

The identifier for a specific targeting rule or entity.

The text description of the targeting criteria.

The type of targeting used in the expression.

The percentage of top-of-search impressions earned out of all eligible top-of-search impressions for a given date range.

The total number of units sold attributed to advertising.

Number of attributed units sold within 14 days of click on an ad. For Sponsored Brands only, this applies to attributed conversion events occurring within 14 days of an ad click or view.

The total number of units sold for products of the same brand as the promoted products (brand halo), excluding the promoted products themselves.

The number of units sold for products of the same brand as the promoted products (brand halo), attributed to ad clicks, excluding the promoted products themselves.

The total number of units sold that are attributed to ad clicks.

The number of units sold that resulted from ad clicks, attributed within a 14-day attribution window.

The number of units sold that resulted from ad clicks, attributed within a 1-day attribution window.

The number of units sold that resulted from ad clicks, attributed within a 30-day attribution window.

The number of units sold that resulted from ad clicks, attributed within a 7-day attribution window.

The total number of units ordered from products other than the advertised SKU, occurring within 14 days of an ad click. This includes brand halo units.

The number of units sold for SKUs other than the advertised product, attributed within a 7-day attribution window.

The number of units sold for the same SKU as the advertised product, attributed to advertising within a 14-day attribution window.

The number of units sold for the same SKU within a 1-day attribution window.

The number of units sold for the same SKU within a 30-day attribution window.

The number of units sold for the same SKU within a 7-day attribution window.

The Viewable Click-Through Rate (vCTR), calculated as the number of clicks on an ad divided by the number of viewable impressions.

The percentage of impressions where the customer watched the complete video or 5 seconds of the video (whichever is shorter). This is a Sponsored Brands video-only metric.

The number of impressions where the customer watched the complete video or 5 seconds (whichever is shorter). This is a Sponsored Brands video-only metric.

The number of impressions where the video was viewed to 100%.

The number of impressions where the video was viewed to 25%.

The number of impressions where the video was viewed to 50%.

The number of impressions where the video was viewed to 75%.

The number of impressions where a customer unmuted the video.

Click-through rate for views (clicks divided by views). This is also referred to as vctr.

The percentage of impressions that were viewable according to industry standards.

Number of impressions that met the Media Ratings Council (MRC) viewability standard.

The View-Through Rate, calculated as the number of views divided by the total number of impressions for an ad.