Metrics
We use various data and statistics to measure campaign performance. These are called metrics. They are objective results that you can use to improve your ads. You'll encounter them, for example, when setting up your campaign and in your reports.
All metrics at a glance
Advertising Cost of Sales (ACoS)
The percentage of advertising costs relative to the revenue you achieved through sponsored products.
Did you know...
When calculating ACoS (Advertising Cost of Sales), we look at costs and revenue excluding VAT. This provides a clear picture of your advertising campaigns, separate from taxes. However, please note that VAT does impact your total profit and financial results.
Clicks
How often your sponsored products ad has been clicked.
Click Through Rate (CTR)
The percentage of clicks relative to the number of impressions.
Conversions
The number of times you see a desired result for a specific action. In the case of sponsored products, this refers to the sales you achieved with your ads. So, if your ad led to a customer purchase (within 14 days), we call that a conversion.
Conversion rate
The percentage of conversions relative to the total number of clicks on your sponsored products ad.
Cost Per Click (CPC)
The average price you, as an advertiser, pay each time someone clicks on your ad.
Average winning bid
The average click price that the winning advertisers pay in the auction.
Impressions
See Views.
Costs
The cost of your sponsored products ad(s) is calculated by multiplying the total number of clicks on your ad(s) by the cost per click (CPC).
Revenue
The sales revenue you achieve through your sponsored products ad(s).
Return On Ad Spend (ROAS)
The ratio of your advertising revenue to your advertising costs.
TACoS
Measures the relationship between advertising costs and total revenue (both organic and via ads). It is calculated using this formula:
TACoS = (Advertising Costs / Total Revenue) ×100
Items sold
The number of items sold after a paid click on the ad.
Views/impressions
The number of times your sponsored products ad has been seen by bol visitors.
Impression share
The percentage of impressions your ads received, relative to the total impressions your ads could have received on a keyword, category page, or item detail page.