Amazon Advertising Reports: Performance Data
The keys to understanding Amazon Advertising Report data for BI, reporting, and data analysis
In this article, we highlight considerations on the timing and quality of Amazon Advertising data coming from Ads API. Specifically, we cover when data is available and how it can change over time. Understanding these variations will ensure you are factoring the behaviors of Amazon Advertising report data into your insights efforts.
Understanding Amazon Advertising Report Data Timing
Sales, ACOS, and other data take can take up to 48 hours to become available to end-users via the API and Amazon Reporting Console. This means a call to the API today for sales data may return an empty result.
In addition to data availability, the data may be incomplete or partially returned. For example, Amazon says that spend and purchases for the past 2 days are only estimates. Why? Amazon is validating and reconciling click traffic. As a result, the data has not “settled” in Amazon systems.
Amazon says certain data may be updated three days after the click occurs (see traffic validation). As a result, be mindful that the data for the most recent few days is in flux.
For example, on June 2 you are looking at sales data for June 1. Amazon reported 10 sales on the 1st. However, on June 5th you decide to look at sales for June 1. On June 5th Amazon is reporting 13 sales for June 1. There were 3 new sales attributed to June 1.
Ad types, like Lockscreen Ads, can have view, impression, click, and sales data take up to 14 days to appear. As a result, you may notice an increase in your spend up to 14 days after a campaign is paused, terminated, or has ended.
Another example of change over time is payment failures and orders that are canceled within 72 hours will be removed from sales totals.
As a result, expect data to shift until Amazon closes out all attribution windows.
Openbridge Amazon Advertising API Cadence
For the Openbridge Amazon Advertising API connector, it can take up to 24 hours for sales data, and data in general, to appear in your target destination. Also, as we stated earlier, the data from the API may be delayed until it settles and reconciles within Amazon. This means even on initial API sync, the data may not be complete. However, as the data settles, we collect it on your behalf with a rolling attribution window capture.
Openbridge data collection maps to attribution windows
Each day, Openbridge will collect data on a rolling 60-day window. The collection window looks back 1, 2, 3, 5, 7, 14, 21, 30, and 59 days in the past. For example, on July 1 we will collect data for June 30th, 29th, 28th, 26th, 24th, 17th, and so forth. The lookback timing aligns with observed time periods where Amazon will settle data in its systems. Each day, we execute this rolling lookback window to follow Amazon’s attribution and sync patterns.
If you noticed the 59th day request, this acts as a final reconciliation call. Why? This last API call will catch any final updates to Amazon’s systems prior to hitting the 60 day API limit.
There are times where Amazon needs to restate numbers due to a bug in its systems. For example, Amazon may release a notice that data needs a resync all data:
Understated Reporting Of Sales Data For All Advertisers 1/1/1000-1/1/1000
Symptoms to API consumers: Performance data from API and console reports are seeing understated sales between 1/1/1000-1/1/1000 due to manual backfill of data.
Date of alert: 1/1/1000
Root cause is currently being investigated by downstream reporting teams.
* All Sponsored Ads (Sponsored Brands, Sponsored Products, Sponsored Display) reports are affected.
* All regions (US, EU, JP) are impacted.
* Other conversion event data and purchase sales data outside of 1/1/1000-1/1/1000 appears to be normal
Recommendation for API Reporting consumption:
It is recommended to resync your data for affected dates after root cause has been identified and data issue is resolved.
Over time, our approach will ensure you get the most complete and accurate picture of Amazon Advertising data possible.
Understanding how attribution impacts your Amazon Advertising data
Why does data change over time? It has to do with attribution. You only want to pay for performance, so Amazon must reconcile if a sale occurred and if it can be attributed to an ad.
For example, when a shopper clicks your ad and later purchases a product you advertised, Amazon will attribute the sale to your ad campaign. The time period for measuring purchases after a click is called an attribution window. If a shopper clicks an Ad but does not return to your product for X period of time, the sale may (or may not) fall within the attribution window. If the purchase occurred within the window, it would be included in your sales data, and you are charged for this.
Different Ad types have variations to the attribution window:
Sponsored Products
For Amazon sellers and vendors, Sponsored Products sales data consists of the product sales resulting from ad clicks within seven days. For Amazon vendors, sales data includes the product sales resulting from ad clicks within 14 days.
Sales attributed to a campaign for a given time frame are provided via our Campaign Performance data feed. Sales data includes sales of the advertised products as well as sales of the other products in your inventory. For example, if a click on your ad for a t-shirt generates a sale for one of your sweatshirts, this is included in total sales.
Sponsored Brands
Sponsored Brands sales data consists of sales resulting from ad clicks within 14 days. This includes sales of the advertised products as well as sales of other products within your brand that resulted from clicks on your ads, regardless of whether they were sold by you or by others.
Unlike Sponsored Products campaigns, Sponsored Brands will be shown to shoppers regardless of who presents the featured offer. The purpose of these ads if to allow you to gain more impressions with shoppers on Amazon to promote your brand.
Sponsored Display
Sponsored Display sales data consists of sales resulting from ad clicks within 14 days. This includes sales of the advertised product as well as sales of other products within your brand that resulted from clicks on your ads, regardless of whether they were sold by you or by others. Sales data for “Views” campaigns don’t include products within your brand sold by third-party sellers.
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Amazon Advertising
Openbridge delivers media-related data for Amazon Sponsored Products, Amazon Sponsored Display, and Amazon Sponsored Brands. The API provides direct access to critical campaigns, keywords, ads, products, and brand advertising data points.
Amazon MWS Advanced Reporting
The most complete Amazon MWS API data integration delivers a complete view of your seller operations. Over 50 data feeds for listings, inventory, fees, orders, FBA, returns, and many others directly from the Amazon MWS API
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Take control of your data by building a Seller reporting and analytics foundation. The MWS Basic Reporting API connector delivers a core set 7 data feeds
Amazon MWS Real-time Orders
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Amazon MWS Settlements
Settlement reports provide a detailed breakdown of account activity for a given settlement period
The Openbridge Amazon Advertising and MWS data pipelines deliver metrics that matter via fully automated feeds. Fuel your insights and BI dashboards with direct connections to your seller data. This means no technical resources to manage implementations, no coding, and no need to worry about API versioning or updates.
Amazon Advertising Reports: Performance Data was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.
source https://blog.openbridge.com/amazon-advertising-reports-performance-data-30ec33de0c1c?source=rss----4c5221789b3---4
