🪧 360 DSP Report

Dashboard link: https://app.emax-digital.com/360-dsp-report

Overview

The 360° DSP Report is the full-funnel analytics view for your Amazon DSP (Demand-Side Platform) advertising. It walks through every stage of the DSP sales funnel — from Awareness (impressions, reach) through Consideration & Purchase Intent (detail page views, add-to-cart) to Purchase (orders, sales, ROAS) and New-to-Brand performance — in a single dashboard.

The defining feature is the drill-down by aggregation level: every chart and table responds to the Level filter, letting you analyse performance at Order, Line Item, or Creative granularity. Combined with date, marketplace, and currency filters, this is the workhorse dashboard for DSP campaign managers running weekly optimisations and monthly reviews.

This dashboard requires an active Amazon DSP advertising account connected to emax digital.

What You Can See on This Dashboard

The dashboard is organised top-to-bottom in four blocks: Funnel KPI tables, Distribution & Cost charts, Trend chart with current-period KPIs, and a detailed summary table with previous-period KPIs underneath.

Section 1 — Funnel KPI Tables (Awareness → Purchase)

Four side-by-side tables across the top of the dashboard summarise headline DSP metrics, organised along the standard marketing funnel.

• Awareness — Top-of-funnel reach metrics:

• Impressions — number of times your DSP ads were displayed.

• CPM / eCPM (effective Cost per Mille) — cost per 1,000 impressions.

• Clicks, CTR (Click-Through Rate) — Clicks ÷ Impressions.

• CPC / eCPC (effective Cost per Click) — average cost per click.

• Viewable Impression Share — share of impressions that met Amazon's viewability standard.

• Consideration & Purchase Intent — Mid-funnel engagement:

• Detail Page Views (DPV) — visits to product detail pages driven by DSP.

• DPVR (Detail Page View Rate) — DPVs ÷ Impressions.

• Cost per Detail Page View.

• Brand Searches — branded keyword searches attributed to DSP exposure.

• Added to Cart (ATC) and ATC Rate.

• Added to List (ATL) and ATL Rate.

• Purchase — Bottom-of-funnel conversion:

• Purchases — total ad-attributed orders.

• Purchase Rate — Purchases ÷ Impressions.

• Attributed Units Ordered — units sold via DSP attribution.

• Ad Sales — revenue attributed to DSP clicks/views.

• Total Ad Sales — Ad Sales plus brand-halo sales on other ASINs of the same brand.

• ROAS (Return on Ad Spend) and Total ROAS — Ad Sales ÷ Ad Spend, and Total Ad Sales ÷ Ad Spend.

• eCPP (effective Cost per Purchase).

• New To Brand (NTB) — Same purchase metrics restricted to shoppers who hadn't bought from your brand in the last 12 months:

• NTB Purchases, NTB Ad Sales, NTB Attributed Units Ordered, NTB eCPP.

Visualizations: Four compact tables, one per funnel stage, displaying KPIs as rows with the current-period value.

Section 2 — Top {Level}s by Impressions

A pie chart showing the up-to-top-10 Orders, Line Items, or Creatives (depending on the Level filter) ranked by impression volume. Use this to see where your DSP reach is concentrated.

Section 3 — CPM & CPC on {Level} Level

A combined line chart showing the development over time of CPM and CPC at your chosen aggregation level, with Impressions and Clicks plotted alongside. Use this to spot inventory price changes, bid drift, or auction pressure during the period.

Section 4 — Cost Structure of {Level}s

A pie chart breaking down DSP spend by Fee Category — typically Media Cost, Amazon Platform Fee, Amazon Audience Fee, and Supply Cost. Helpful for understanding how much of your total DSP invoice is going to media versus fees.

Section 5 — Current Period KPI Scorecards + Trend Chart

A row of scorecards (Ad Spend, Impressions, Clicks, key derived KPIs) for the currently selected period, sitting above a single combined bar/line chart that plots the full DSP funnel over time.

Time-series metrics on the chart:

• Total Ad Spend (€)

• Impressions, Clicks, Click-Through Rate

• Detail Page Views, Detail Page View Rate

• Added to Cart, Added to Cart Rate

• Purchases, Purchase Rate, Units Sold

• Sales (Ad Sales), Total Sales (Total Ad Sales)

• ROAS and Total ROAS

The chart's time granularity (Daily, Weekly, or Monthly) is set by the Reporting Range control inside the date picker.

Section 6 — Previous Period KPI Scorecards

A matching row of KPI scorecards showing the previous comparable period, placed directly below the trend chart. This makes it easy to read period-over-period change at a glance without leaving the dashboard.

Section 7 — Summary Table by Impressions

The deepest part of the dashboard: a detailed table summarising every Order / Line Item / Creative (per the Level filter) ranked by Impressions.

Columns shown:

• Identifier columns: Aggregation Level · Order · Line Item · Name

• Total Ad Spend (€) with Ad Spend Trend vs. previous period

• Impressions with Impressions Trend

• eCPM (€) · Viewable Impression Share

• Clicks · CTR

• Detail Page Views · DPVR

• Brand Searches

• Added to Cart · ATC Rate

• Purchases · Purchase Rate

• Attributed Units Ordered

• Ad Sales (€) · Total Ad Sales (€)

• ROAS with ROAS Trend · Total ROAS with Total ROAS Trend

• Video Completion Rate (where video creatives are used)

Trend columns compare the currently selected timeframe with the equivalent previous timeframe.

Available Filters

A date picker at the top of the dashboard controls the reporting period and the daily/weekly/monthly aggregation of the trend chart.

Filter interaction notes

• Line Item depends on Order. Selecting one or more Orders narrows the Line Item dropdown to only the line items belonging to those Orders.

• Order and Line Item depend on DSP Advertiser Id and Marketplace. Switching advertiser or marketplace reloads the available Orders and Line Items.

• Level controls the granularity of three charts (Top by Impressions, CPM & CPC trend, Cost Structure) and the final summary table. The four funnel KPI tables at the top always reflect totals across the filtered scope.

• Currency conversion applies to every monetary KPI on the page using stored exchange rates.

Use Cases

1 — Weekly DSP optimisation review

You run DSP campaigns and need a Monday-morning view of last week.

• Set Level = Line Item, choose your advertiser and marketplaces, and pick last week in the date picker (Weekly granularity).

• Scan the four funnel KPI tables top-to-bottom — are impressions, DPVR, and Purchase Rate where you expect?

• Compare the Current Period scorecards with the Previous Period scorecards for instant week-over-week deltas.

• Drop into the Summary Table and sort by ROAS Trend to find line items that gained or lost efficiency vs. the prior week. Pause or rebid the worst, scale the best.

2 — Diagnosing a sudden CPM increase

Your DSP invoice came in higher than expected and you need to know why.

• Set Level = Line Item, currency = EUR, and pick the affected date range.

• Open the CPM & CPC on Line Item Level trend chart — identify when CPM started rising.

• Cross-reference with the Cost Structure pie — has the Amazon Audience Fee share grown (you're using more 3rd-party audiences) or has Supply Cost shifted?

• Use the Top Line Items by Impressions pie to see whether one inventory-expensive line item is now dominating volume.

3 — Creative performance comparison

You want to know which creative is winning within a single line item.

• Set Level = Creative, filter Order and Line Item to the campaign in question, pick the period.

• Read the Summary Table ranked by Impressions, then sort by CTR, DPVR, and ROAS to compare creatives like-for-like.

• Use the Top Creatives by Impressions pie to see how delivery is split. If one creative is dominating impressions but underperforming on CTR, you can re-balance the rotation.

4 — New-to-Brand contribution analysis

You're justifying DSP spend to leadership and need to show the brand-building value.

• Pick a longer period (e.g. last quarter, Monthly granularity).

• Read the New To Brand funnel table for NTB Purchases, NTB Ad Sales, NTB Attributed Units, and NTB eCPP.

• Express NTB Ad Sales as a share of total Ad Sales (from the Purchase table) — this is your NTB share.

• Compare NTB eCPP to overall eCPP to show how much it costs to acquire a new customer vs. an existing one.

5 — Order-level monthly business review

You're preparing a month-end deck for leadership.

• Set Level = Order, pick the closed month with Monthly granularity.

• Use the funnel KPI tables as your headline slide content (one slide per funnel stage).

• Take the Summary Table as your appendix — every Order with its full set of KPIs and trends in one place.

• Use the Top Orders by Impressions pie to show where the budget went.

Limitations & Notes

• DSP-only. This dashboard covers Amazon DSP advertising. Sponsored Products, Sponsored Brands, and Sponsored Display are tracked in the Sponsored Ads dashboards.

• DSP attribution windows. DSP uses Amazon's standard view-through and click-through attribution windows (typically 14 days for view-through, 14 days for click-through). Late-arriving conversions may slightly shift figures for very recent periods.

• Ad Sales vs. Total Ad Sales. Ad Sales counts only sales of the advertised ASINs. Total Ad Sales adds brand-halo sales (other ASINs from the same brand bought after DSP exposure). Use Total Ad Sales and Total ROAS for full brand impact, Ad Sales and ROAS for ASIN-level efficiency.

• New-to-Brand definition. NTB means the shopper has not purchased from your brand on Amazon in the prior 12 months — it is not a true "new customer" measure outside of Amazon.

• Cost Structure breakdown. The fee categories shown (Media Cost, Amazon Platform Fee, Amazon Audience Fee, Supply Cost) come directly from Amazon's DSP billing — categorisation reflects Amazon's invoicing logic and cannot be reconfigured.

• Trend columns in the Summary Table always compare the selected period to the immediately preceding equivalent period (e.g. last 7 days vs. the 7 days before). They do not show year-over-year.

• Line Item filter dependency. If you change Order without resetting Line Item, the dashboard automatically clears Line Item selections that no longer apply.

• Viewable Impression Share and Video Completion Rate are only populated for creatives where Amazon measures them (display with viewability tracking; video creatives). They will be blank for older or non-eligible line items.

• Currency conversion uses stored exchange rates; small differences vs. your DSP invoice (native marketplace currency) are expected.

Data Refresh

Data updates daily.