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 will 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 generated via 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, independent of taxes. However, note that VAT does impact your overall profit and financial results.
Clicks
The number of times 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 from a specific action. For sponsored products, this refers to the sales you have generated 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 winning advertisers pay in the auction.
Impressions
See Impressions.
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 generate through your sponsored products ad(s).
Return On Ad Spend (ROAS)
The ratio of your ad revenue to your ad costs.
TACoS
Measures the relationship between ad costs and total revenue (both organic and via ads). It is calculated with this formula:
TACoS = (Ad costs / Total revenue) ×100
Items sold
The number of items sold after a paid click on the ad.
Impressions
The number of times your sponsored products ad has been viewed by bol visitors.
Impression share
The percentage of impressions for your ads, relative to the total impressions your ads could have received on a keyword, category page, or item detail page.