Relevant to: Sponsored Products, Sponsored Brands

This article provides an overview of On-demand reports which provide campaign and ad group level metrics and data. Multiple reports are available for download, and this guide provides details on each of them. 

Request an On-demand report

To request an on-demand report, navigate to the Reports heading and select On-demand.

• Click Request Report
• In the pop-up window, select the report type
• Select an Attribution Window: 3 days, 14 days, or 30 days
• Select how you want the data to be grouped:
  • Cumulative summarizes the data over the selected report period
  • Daily provides data by date over the selected report period
• Select the report period
  • For the Keyword, Placement and Item Keyword Performance reports, you can only select a maximum report period of 60 days
  • For the Item Performance report, there is no maximum period
• Click Request Report

Note: For the Campaign Snapshot report, there are no additional options required. 

Your report has now been requested. It may take up to 30 minutes for your report to be generated. You can refresh the On Demand reports screen to view the current status.

Once the report status has changed from Pending to Generated, you will be able to download the report by clicking the  icon.

Note: Reports will expire after 3 days and won't be available for download. If you still need the report, please submit a new report request.

Available report types

This section provides information on the available report types. Click the links to jump to a specific report type. 

• Keyword Performance
• Placement Performance
• Item Keyword Performance
• Item Performance
• Attributed Purchases
• Search Term Impressions Share
• Keyword Optimization
• Campaign Optimization

This report indicates which keywords your advertised items are being served against. This information can help you optimize keyword bids.

• If the Searched Keyword is alphabetical or alphanumeric, that means your ad was shown on the Search In-grid position of the given keyword.
• If the Searched Keyword is a number, that means your ad was shown on the Buy Box or Item Carousel of the given item ID.

Inside this report there are two new columns for Bid and Average CPC. 

• Bid is the maximum you will pay for a click when this target triggers your ad.
• Average CPC is the average amount you paid for a click on an ad. 

Important: Keyword and Item Keyword Performance reports only show impression data for keywords with clicks, attribution, or ad spend greater than 0. The new reporting condition speeds up report generation and reduces the size of reports by over half. 

Placement Performance

This report provides key performance metrics for your campaigns by the placement the ads are served in. This information can help you to improve current and future Sponsored Products campaigns. Use bid multipliers to optimize placements based on their performance.

• Search In-grid - metrics from ads served on the Search In-grid placement
• Browse In-grid - metrics from ads served on the Browse In-grid placement
• Carousel - metrics from ads served on the Search, Browse, and Item Carousel placements
• Buy Box - metrics from ads served on the Buy Box placement
• Homepage - metrics from ads served on the Home Page placements
• StockUp - metrics from ads served on the Stock Up placement
• Other - metrics where we couldn't capture which placement the ads served on.

Below is a breakdown of the ad placements each type of campaign has the opportunity to serve on:

* If enabled

Item Keyword Performance (applicable to Sponsored Product campaigns only)

This report indicates which keywords your advertised items are being served against, and how well the advertised items are performing for those keywords. The Item Keyword performance report identifies keywords and provides performance data for ads served in Search In-grid placements. This information can help you improve current and future campaigns. 

• Automatic campaigns: Use this report to identify keywords that showed your ads in Search In-Grid placements and delivered high performance. You can then add these keywords to Manual campaigns.
• Manual campaigns: Use the additional information to optimize campaign performance: bid higher on more-valuable keywords and/or remove underperforming items.

The Item Keyword performance report data does not match the data that appears in the Sponsored Search dashboard under Performance summary. The goal of the item keyword performance report is to provide specific data that provides insight into specific item keyword performance that you won’t find in the combined metrics in the Performance summary. 
If this report provides different data than shown in the Performance summary, it means that ads were served to customers in other ad slots (such as Carousel and Buy Box), but the report cannot show the keywords searched in those placements. 

Important: Keyword and Item Keyword Performance reports only show impression data for keywords with clicks, attribution, or ad spend greater than 0. The new reporting condition speeds up report generation and reduces the size of reports by over half.

Item Performance

This report provides key performance metrics for the items in all of your campaigns, in addition to their attribution by fulfillment type, Shipping and Curbside pickup and delivery. This information can help you improve current and future Sponsored Products campaigns.

Inside this report there are two new columns for Bid and Average CPC. 

• Bid is the maximum you will pay for a click.
• Average CPC is the average amount you paid for a click on an ad. 

Attributed Purchases

This report offers granular insights into purchased products attributed to your Sponsored Search campaigns, with data grouped by cumulative vs daily. It can be downloaded in CSV format. This tool allows advertisers to identify new ad opportunities and understand which products are engaging new-to-brand customers. The reported items are always within your own account portfolio. 

Key features

The report includes click-based attributed metrics for 3, 14 and 30-day attribution windows. 

The data is segmented by campaign and ad group names and IDs, attribution types, advertid item IDs and names, sales figures, orders, units sold and new-to-brand metrics like sales revenue and percentages.   

Note: The report includes all attributed direct and other items (halo). It is available only for eligible campaigns with Total Orders greater than 0 for the requested period.  

Search Term Impressions Share (applicable to Sponsored Product campaigns only)

The Search Term Impression Share Report provides you with impression share insights at the search term level, you can use these insights to optimize your ad performance. You can see your ad impression share and rank for your Sponsored Products In-grid placement as well as for the top four ad positions.  
  
Note: The data in this report focuses on search terms with at least one impression, prioritizing the most relevant and high-impact terms. 

Note: Top of Search is defined as the first four ad placements (top row) of Search In-grid).

Search term impression share and top-of-search impression share includes opportunities for when the advertiser is currently out of budget. It represents the percentage of customer search queries that could have received an ad impression, assuming budget is not a constraint. This calculation is a more comprehensive view of the advertiser's potential reach and reflects all potential instances when an ad may have served, regardless of the advertiser's budget.

Note: This report only includes Search In-grid ads for manual and automatic Sponsored Products campaigns.

Report breakdowns available:

• Day features unique search terms with impression share broken out by day for the last 30 days. 
• Last 30 days features unique search terms with total impression share for the last 30 days. 
• Week shows total impression share for unique search terms at a weekly level within a custom date range.  
• Month shows total impression share for unique search terms at a monthly level within a custom date range.  

All breakdowns have a maximum limit of 330,000 rows, so for weekly and monthly breakdowns, those rows are divided by the number of weeks or months you select using the date selector. For example, if you are looking back three months, each month can have up to 110,000 rows. The same applies for weekly. 

All report breakdowns also include standard performance and conversion metrics available on other reports, such as average cost-per-click and ROAS. 

Use Search Term Impression Share Report to identify opportunities to improve your campaign performance. Low impression share and rank, but high click-through rate could indicate an increase in ad spend to yield more conversions. High impression share but low Top of Search impression share and click-through rate could indicate that ads are not showing up in the premium placements on Search In-grid. 

Use this information to reallocate budget to competitive keywords or increase spend limits to help maximize exposure and conversions. Remember to request and download the report regularly to monitor for fluctuations in share and ranking. Changes can help identify possible trends and new opportunities.