Campaign columns (Amazon Ads)

All columns I came across in Amazon Ads » Sponsored Ads » Campaign manager » Campaigns around 2025.04 - Except for a bunch of video-related fields.

BTW: You cannot reorder columns and you cannot add custom columns.

% of orders NTB

Not relevant for Sponsored Products. See NTB Orders elsewhere for details

% of sales NTB

Not relevant for Sponsored Products. See NTB Orders elsewhere for details

ACOS

ACOS - Advertising Cost of Sales is the reciprocal of ROAS: ACOS = 1/ROAS and ROAS = 1/ACOS and similar to ROAS, sales includes VAT and shipment (wherever applicable). See ROAS (Amazon Ads) for details.

        Spend
ACOS = -------
        Sales

        Sales
ROAS = -------
        Spend

ACOS = 1: Break-even
ACOS < 1: More sales than spend - Good
ACOS > 1: More spend than sales - Not good

Budget

Budgets are stated per day
Budget rules can be added, that might modify the budget under certain conditions, e.g., around holidays

Clicks

How often your ad was clicked. It may take up to three days to remove invalid clicks.

Cost Type

Some campaign types use a CPM pricing model - Price per thousand impressions, typically branding or display campaigns. This is not further discussed here
Other (regular) campaigns, always use a CPC pricing model - Cost per Click. This term is pretty much synonymus with PPC.

Usually, this column can be hidden.

CPC

Cost Per Click: The average price that was charged per click.

Amazon Ads maintais a Quality Score, that effects CPC → Quality Score (Amazon Ads)

CTR

Click-through rate: Fraction of the visitors who see your ads, that click on it:

         Clicks
CTR = -------------
       Impressions

DPV

Detail Page Views: Number of detail page views of all products, attributed to your ads. Attribution depends on campaign type.

This is a mid-funnel metric, indicating whether visitors clicked through to the detail page of a product. However, this column seems always empty eventhough there are sales.

Impressions

Impressions is the number of times that an ad is displayed.

CPC campaigns are about static ads, not video ads, so, there isn't something like how many seconds an ad was seen by a user - An ad is displayed or not.

NTB orders

"New-to-Brand" refers to orders placed by customers who haven't purchased from your brand on Amazon in the past 12 months.

This field is only used for Sponsored Brands and Sponsored Display campaigns - Not for Sponsored Products.

So "NTB Orders" tells you how many of your orders came from customers new to your brand. This metric helps you:

Measure acquisition, not just conversion
Understand if your Sponsored Products campaigns are bringing in first-time buyers, rather than repeat customers.

NTB sales

Not relevant for Sponsored Products. See NTB Orders for details.

Orders

The number of orders (i.e., purchases) with the seller, that were made by customers after clicking on your Sponsored Product ad within the attribution window:

The attribution window for Sponsored Products, is 14 days
This includes both advertised products, and products that were not advertised, provided that a customer did click on an ad. E.g.: A visitor clicks on an advertisement for product A, but ends up buying non-advertised product B (from the same seller).

ROAS

Return on Ad Spend is probably one of the most important metrics. It's the inverse of ACOS - Advertising Cost of Sales and indicates the return of a campaign:


        Sales
ROAS = -------
        Spend

ROAS is expressed as a fraction - not as a percentage
Spend is ex. VAT
Sales includes VAT and shipping. That might inflate this number, as a more intuitive calculation of ROAS (at least, to me), would be ex. VAT and ex. shipping
The higher the number, the better.

Sales

Attributed sales generated from clicks on your Sponsored Products ads within a specific attribution window:

If someone clicks on your ad and buys your product within 7 days, that sale is attributed to the ad click
It includes only those products sold that were clicked through directly via the ad
The number shown is sales price or gross revenue - The figure that has to be paid. This includes VAT, sales tax and shipping (where applicable)

Example:

A customer clicks your ad on April 1st but buys on April 4th → The revenue still appears in the "Sales" column for that campaign
If they buy a different product from your brand, that may or may not be included, depending on the ad type and match behavior (but usually it's the clicked ASIN or variations).

Spend

The amount of money, spend on the campaign. This figure is ex. VAT

Amazon usually charges VAT on Sponsored Products ads:

If you provided your Dutch VAT ID in Seller Central → Amazon treats this as a cross-border B2B service, and no VAT is charged (reverse charge mechanism applies)
You will see “0% VAT” on the invoice and a note like “VAT to be accounted for by the recipient”
You must self-report the VAT (usually 21%) under the reverse charge mechanism in your Dutch VAT return
You can always download your monthly ad invoices from: Seller Central → Reports → Tax Document Library
Make sure your billing country and VAT info are correctly set under Settings → Account Info → VAT Information.

Status

A campaign can have any of these statusses:

Active
Pauses
Archived.

Top-of-search IS

Top-of-seach Impression Share indicates how often your ad was served on the first page of ads - Not whether it was served at the first spot

Type

A campaign can be any of these types & subtypes:

Type & subtype	Remarks
Sponsored Brands
Sponsored Display	E.g.: Video campaigns Building custom creatives Track new-to-brand (NTB) metrics
Sponsored Products - Automatic targeting
Sponsored Products - Manual targeting

VCPM

For video only:

The average amount you paid for every 1,000 viewable impressions. This metric only applies to campaigns with a cost type of VCPM

Viewable impressions

This is concerning video:

The number of times your ad was considered viewable. An image is counted as viewable when at least 50% is visible for at least 1 second. A video is counted as viewable when at least 50% is visible while playing for at least 2 seconds. This is the Media Rating Council’s (MRC) definition of viewability.