📐 360 Sponsored Ads Report (SPA)

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

Overview

The 360° Sponsored Ads Report is the central workbench for managing Amazon Sponsored Ads activity. It consolidates spend, sales, traffic, and efficiency metrics across all four Sponsored Ads formats — Sponsored Products (SP), Sponsored Brands (SB), Sponsored Brands Video (SBV), and Sponsored Display (SD) — into a single dashboard with consistent period-over-period comparisons. The dashboard moves from a top-level KPI funnel, through campaign-type and targeting-type breakdowns, into daily trends, halo-effect analysis, and finally campaign-level detail tables for each ad format.

It is designed for advertising managers, brand managers, and account leads who need to answer: "Where is my Sponsored Ads budget going, what is it returning, and which campaigns or targeting methods need attention?"

This dashboard covers Sponsored Ads only. DSP campaigns are excluded throughout. For DSP, use a dedicated DSP report.

What You Can See on This Dashboard

The dashboard is organised in five blocks: Campaign Overview KPIs, Campaign Type & Targeting Breakdowns, Daily Trends & Halo Effect, and four Per-Format Campaign Tables (SP, SB, SBV, SD).

Section 1 — KPIs Along the Sales Funnel

The opening scorecard table summarises the entire Sponsored Ads funnel from impression to attributed sale, with the current period in row 1 and the comparison period (previous period or previous year, depending on filter) in row 2.

Key metrics:

• Impressions — How many times your ads were shown to shoppers.

• Clicks — How many times shoppers clicked on your ads.

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

• CPC (Cost Per Click) — Average cost paid per click. Ad Spend ÷ Clicks.

• CPO (Cost Per Order) — Average ad cost per attributed order. Ad Spend ÷ Orders.

• Ad Spend — Total advertising spend across SP, SB, SBV, and SD in the chosen currency.

• Ad Sales — Revenue attributed to ads within the selected attribution window (7-day or 14-day).

• Attributed Units Ordered — Number of units ordered as a result of ad clicks.

• ACoS (Advertising Cost of Sales) — Ad Spend ÷ Ad Sales (%). Lower is more efficient.

• ROAS (Return on Advertising Spend) — Ad Sales ÷ Ad Spend. Higher is more efficient.

Visualizations: A two-row scorecard table with all metrics side by side — current period vs comparison period.

Section 2 — Ad Spend & Ad Sales by Campaign Type

How budget and revenue are split across the four Sponsored Ads formats.

Visualizations:

• Bar chart — Ad Spend and Ad Sales side-by-side for each campaign type (SP, SB, SBV, SD).

• ROAS by Campaign Type scorecard — One tile per active campaign type showing aggregated ROAS, with the count of campaigns included shown in brackets. A value of n/a means no spend was recorded for that type in the selected period.

Section 3 — Ad Spend & Ad Sales by Targeting Method

Same view as Section 2, but broken down by targeting method instead of campaign type. Useful for understanding which targeting strategy is doing the heavy lifting.

Targeting types included:

• Keyword Targeting — Ads shown based on shopper search terms (Manual or Automatic).

• Product Targeting — Ads shown on specific product detail pages or alongside similar products (Manual or Automatic).

• Category Targeting (M) — Manually selected product categories.

• Brand Targeting (M) — Manually defined competitor or own-brand terms.

Manual variants are labelled (M) and automatic variants (A).

Visualizations:

• Bar chart — Ad Spend and Ad Sales by targeting type.

• ROAS by Targeting Method scorecard — Aggregated ROAS per targeting type, with campaign count in brackets.

Section 4 — Campaign Type Performance Table (with Trends)

A side-by-side comparison of Ad Spend, Ad Sales, and ROAS for each campaign type, each with a trend column versus the comparison period.

Columns shown: Ranking · Type · Ad Spend + Trend · Ad Sales + Trend · ROAS + ROAS Trend.

Section 5 — Targeting Method Performance Table (with Trends)

Same as Section 4 but rolled up by targeting type.

Columns shown: Targeting · Ad Spend + Trend · Ad Sales + Trend · ROAS + ROAS Trend.

Section 6 — Daily Ad Spend by Campaign Type vs ACoS

The first time-series view: how daily spend is distributed across SP, SB, SBV, and SD, with the overall ACoS line overlaid.

Visualizations:

• Stacked/grouped bar chart — Daily ad spend by campaign type, with daily total ACoS plotted on a secondary axis.

• Side scorecards (current vs comparison period): Total Ad Spend · Total Ad Sales · ROAS · ACoS.

Days with no spend for a given campaign type appear as zero.

Section 7 — Same SKU vs Halo SKU (Direct vs Brand-Lift Sales)

A unique view that splits attributed ad sales into two parts:

• Same SKU (ASIN) Ad Sales — Revenue from the exact advertised product. The direct conversion effect.

• Halo SKU (ASIN) Ad Sales — Revenue from other products in your catalogue purchased by shoppers who interacted with the ad. The indirect cross-sell / brand-lift effect.

Visualizations:

• Line chart — Daily trend of Same SKU sales, Halo SKU sales, and the total over time (based on 14-day attribution).

• Side scorecards (current vs comparison period): Same SKU [€] · Halo SKU [€] · % ASIN Sales (the Same SKU share of total ad sales).

A declining % ASIN Sales is not necessarily negative — it often signals that advertising is producing increasing cross-catalogue brand lift.

Section 8 — Sponsored Products: Campaign Detail Table

Campaign-by-campaign performance for all Sponsored Products campaigns in the selected period, sorted by attributed Ad Sales.

Columns shown: Campaign Name · Marketplace · Campaign Type · Daily Budget · Impressions · Clicks · CTR · Ad Spend + Trend · CPC · CPO · Ad Sales + Trend · Units · ACoS + Trend · ROAS + Trend · Impressions Dev · CPC Dev · Campaign Status · Campaign ID.

Campaign Status colour coding: light red = created · green = enabled · yellow = paused · red = archived.

Section 9 — Sponsored Brands: Campaign Detail Table

Same approach for Sponsored Brands campaigns.

Columns shown: Campaign Name · Marketplace · Ad Spend + Trend · Ad Sales + Trend · ACoS + Trend · ROAS + Trend · Impressions · Campaign Status · Campaign ID.

Section 10 — Sponsored Brands Video: Campaign Detail Table

Same approach for SBV campaigns, with traffic metrics prominent because video campaigns are often used for awareness as much as conversion.

Columns shown: Campaign Name · Marketplace · Campaign Type · Impressions · Clicks · CTR · Ad Spend + Trend · CPC · Ad Sales + Trend · ACoS + Trend · ROAS + Trend · Impressions Dev · CPC Dev · Campaign Status · Campaign ID.

Section 11 — Sponsored Display: Campaign Detail Table

Same approach for Sponsored Display campaigns.

Columns shown: Campaign Name · Marketplace · Campaign Type · Impressions · Clicks · CTR · Ad Spend + Trend · CPC · CPO · Ad Sales + Trend · Units · ACoS + Trend · ROAS + Trend · Impressions Dev · CPC Dev · Campaign Status · Campaign ID.

Available Filters

Filter interaction notes

• Minimum thresholds are applied per campaign before aggregation. A campaign filtered out by Min. Ad Spend will not appear in the campaign-type or targeting-type rollups either. This can shift the totals shown in the KPI scorecards.

• Sponsored Products Attribution controls the attribution window (7 vs 14 days) used throughout the dashboard for SP. Other formats use their default attribution as reported by Amazon.

• Compare to changes every Trend column on the page simultaneously — Previous Period compares to the equivalent block of days immediately before the selected range; Previous Year compares to the same dates one year ago.

• Campaign Status is a meaningful filter even when looking at historical data — an archived campaign still contributed spend and sales when it was live, so excluding archived campaigns may hide historical performance.

• Currency conversion uses the exchange rate at the start of the selected year. Cross-year monetary comparisons should be interpreted with this in mind.

Use Cases

1 — Weekly Sponsored Ads performance review

You want to walk through last week's advertising performance.

• Set Compare to = Previous Period and the date picker to the closed week.

• Read the KPIs Along the Sales Funnel table — note the direction of ACoS, ROAS, and CPC.

• Use the Ad Spend & Ad Sales by Campaign Type bar chart to see whether the change is concentrated in one format.

• Drop into the relevant per-format campaign table to identify the specific campaigns driving the shift.

2 — Finding inefficient campaigns to pause or restructure

You suspect budget is being wasted on underperforming campaigns.

• Set Min. Ad Spend to a meaningful floor (e.g. €100) to exclude noise.

• Set Min. ACoS to a threshold above your target (e.g. 50%) — only inefficient campaigns will remain visible.

• Review the Sponsored Products Campaign Detail Table sorted by Ad Spend.

• For each high-ACoS campaign, check the ACoS Trend column — a worsening trend with rising spend is the strongest pause/restructure candidate.

3 — Choosing between targeting strategies

You want to know whether to shift budget from automatic to manual targeting (or vice versa).

• Open the Ad Spend & Ad Sales by Targeting Method bar chart and the ROAS by Targeting Method scorecard.

• Compare Manual (M) vs Automatic (A) variants for the same targeting type.

• Use the Targeting Method Performance Table to confirm whether the more efficient option is also trending in the right direction.

4 — Quantifying brand halo effect

You want to know how much of your Sponsored Ads revenue is direct vs cross-catalogue brand lift.

• Look at the Same ASIN vs Halo ASIN AdSales line chart and the side % ASIN Sales scorecard.

• A low (and declining) % ASIN Sales means your ads are driving customers to discover and buy other products in your range — this is genuine brand-building, not just bottom-of-funnel conversion.

• Use this as a counter-argument to ACoS-only thinking when defending Sponsored Brands and Sponsored Display budgets.

5 — Campaign-format budget rebalancing

You want to decide whether to shift budget between SP, SB, SBV, and SD.

• Read the Campaign Type Performance Table (with Trends) for the side-by-side view.

• Compare ROAS and ROAS Trend across formats — a format with declining ROAS and rising spend is over-invested; a format with rising ROAS and flat spend has headroom.

• Drop into the corresponding per-format detail table to identify which campaigns inside that format are driving the format-level trend.

Limitations & Notes

• Sponsored Ads only. DSP is excluded everywhere in this dashboard. For DSP, use a dedicated DSP report.

• Attribution window matters. The Sponsored Products Attribution filter (7-day or 14-day) changes the magnitude of Ad Sales, ACoS, ROAS, and CPO across the entire dashboard. Always confirm which window is selected before comparing numbers between sessions.

• Minimum-threshold filters affect totals. Setting Min. Ad Spend or Min. Impressions excludes low-activity campaigns from every aggregation on the page, including the top KPI scorecards — not just the campaign tables. Use thresholds deliberately.

• Halo / Same SKU split is based on 14-day attribution regardless of the SP Attribution filter setting. Compare halo trends only against other halo trends, not against the rest of the dashboard's headline ad sales if you have selected 7-day attribution elsewhere.

• Currency conversion uses the rate at the start of the selected year. Historical figures in non-native currencies may differ slightly from the marketplace's native-currency view.

• Campaign Status colour coding: light red = created, green = enabled, yellow = paused, red = archived. Archived campaigns may still appear in historical rollups but cannot be edited in Amazon Ads.

• Trend columns always compare to the period defined by Compare to — for "Previous Period", the comparison window matches the length of your selected date range, shifted back by that same number of days (or months, if calendar months are selected).

• % ASIN Sales is the share of ad sales coming from the directly advertised ASIN. A decline over time is not automatically negative — it often indicates increasing cross-catalogue brand lift.

Data Refresh

Data updates every 4 hours (approximately six times per day). Same-day data is available with a short lag.