📣 Advertising Summary (Hub)

Dashboard link: https://app.emax-digital.com/advertising-summary-in-hub

Overview

The Advertising Summary dashboard is the single-page health check for your Amazon advertising business. It pulls together Sponsored Ads (Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display) and DSP (Demand-Side Platform) into one consistent view, and — crucially — it compares actual performance against the budget and revenue goals you have uploaded in the Ad Planner.

It is designed for advertising managers, brand managers, and account leads who need to answer questions like: "Are we on track against plan this period?", "Is ad efficiency improving or deteriorating?", and "Where in the funnel — impressions, clicks, or conversion — is performance shifting?"

All numbers on the page respect the filter bar at the top: change Marketplace, Period, or Reporting Range and every chart and table updates together.

What You Can See on This Dashboard

The dashboard is organised in three blocks: a headline KPI row comparing actuals to plan, a set of trend charts for the last 12 periods, and a detailed period-by-period table broken down by ad type.

Section 1 — Ad Spend by Ad Type

A quick visual of where your advertising budget is being deployed across formats.

Visualization:

• Pie chart of Ad Spend for the selected period split by ad format: Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display, and DSP. Formats with no spend in the period are excluded.

Section 2 — Ad Spend vs. Budget

Two scorecards comparing actual spend to the planned budget from the Ad Planner.

Key metrics:

• Ad Spend — total advertising expenditure across all selected ad types and marketplaces for the period.

• Budget — the total planned ad budget for the period, pulled from your Ad Planner upload (matched automatically to your Vendor or Seller account type).

Two rows are shown: the current period, and the comparison period (Previous Period or Previous Year, depending on the Compare to filter).

Section 3 — Ad Sales vs. Revenue Goal

The revenue counterpart to Ad Spend vs. Budget.

Key metrics:

• Ad Sales — total attributed ad revenue for the period, across all selected ad types.

• Revenue Goal — the total planned ad revenue goal for the period, pulled from the Ad Planner.

Two rows: current period and comparison period. The attribution window (7-day or 14-day) is controlled by the Sponsored Products Attribution filter.

Section 4 — CPC & TACoS

Two scorecards on efficiency.

Key metrics:

• CPC (Cost-per-Click) — average cost paid per ad click (Ad Spend ÷ Clicks).

• TACoS (Total Advertising Cost of Sales) — Ad Spend ÷ total sell-out revenue (Shipped Revenue for Vendor accounts, Ordered Product Sales for Seller accounts). Reflects the share of all sales paid for through advertising — not just ad-attributed sales.

Two rows: current period and comparison period.

Section 5 — ACoS vs. ACoS Goal

Key metrics:

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

• ACoS Goal — the target ACoS implied by your plan (planned Ad Budget ÷ planned Revenue Goal). If actual ACoS is at or below the goal, campaigns are running within target efficiency.

Two rows: current period and comparison period.

Section 6 — ROAS vs. ROAS Goal

Key metrics:

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

• ROAS Goal — the target ROAS implied by your plan (planned Revenue Goal ÷ planned Ad Budget). If actual ROAS is at or above the goal, campaigns are hitting their revenue target.

Two rows: current period and comparison period.

Section 7 — Average Period Growth Rate (ROAS)

A single scorecard labelled AWGR, AMGR, AQGR, or AAGR depending on the selected Reporting Range (Weekly / Monthly / Quarterly / Yearly Growth Rate). It measures how consistently ROAS has moved from one period to the next, on average, across all completed periods.

• Positive = ROAS has been improving on average over time.

• Negative = consistent decline in efficiency.

The current in-progress period is excluded from the calculation.

Section 8 — Sponsored Ads: Ad Spend, Ad Sales, ACoS & TACoS — Rolling 12 Periods

A combined bar/line chart tracking the four headline KPIs across the last 12 completed periods relative to the selected date.

• Bars: Ad Spend and Ad Sales.

• Lines: ACoS and TACoS.

When the Reporting Range is set to Yearly, the chart shows the last 12 months instead of 12 years (so you still get a useful longitudinal trend).

Section 9 — CPC Over Time per Marketplace

A line chart showing CPC for each marketplace across the last 12 completed periods. Useful for spotting marketplaces where click costs are rising fastest. Like Section 8, switches to a monthly view when Reporting Range = Yearly.

Section 10 — Advertising Performance & Goals — Rolling 12-Period Table

The detail table at the bottom. One row per period and per ad type combination (Sponsored Ads, DSP, Total), ordered most recent first.

Columns shown:

• Spend block: Ad Spend · Ad Spend Trend · Ad Budget · Ad Spend vs Budget (color-coded green/yellow/red against plan).

• Sales block: Ad Sales · Ad Sales Trend · Ad Sales Goal · Ad Sales vs Goal (color-coded).

• Efficiency block: ACoS · ACoS Trend · ACoS Goal · TACoS · TACoS Trend (color-coded against targets) · ROAS · ROAS Trend · ROAS Goal (color-coded against targets).

• Funnel block: Impressions · Impressions Trend · eCPM (effective Cost per Mille — cost per 1,000 impressions) · eCPM Trend · Clicks · Clicks Trend · CTR (Click-Through Rate) · CTR Trend · CPC · CPC Trend · Units (attributed units ordered).

Color coding (green / yellow / red) makes it easy to scan which periods and ad types are on, near, or off plan.

When Reporting Range = Yearly, the table shows monthly data instead.

Available Filters

Filter interaction notes

• Marketplace, Adv. Profile Id, and DSP Advertiser Id are dependent dropdowns — the available values respect the other filters' selections, so you cannot accidentally combine incompatible scopes.

• Reporting Range and Period work together. Switching Reporting Range (e.g. Monthly → Quarterly) refreshes the values available in the Period dropdown.

• Compare to changes every trend / "vs comparison period" cell on the page simultaneously. Switching it does not change the headline current-period numbers, only the second row of each scorecard and the trend columns in the table.

• Sponsored Products Attribution (7-day vs 14-day) changes Ad Sales, ACoS, ROAS, and TACoS for Sponsored Products only. DSP is unaffected. Be consistent across reports when comparing periods.

• Vendor vs Seller sell-out is auto-matched. TACoS uses Shipped Revenue (Vendor) or Ordered Product Sales (Seller) based on the type of account behind the selected advertising profile — no manual switch is needed.

• Currency conversion uses beginning-of-year exchange rates. Cross-marketplace comparisons should be interpreted with this in mind.

Use Cases

1 — Monthly pacing review against plan

You want to know if you are on track to hit the month's ad plan.

• Set Reporting Range = Monthly, Period = the current (or most recent) month, Compare to = Previous Year.

• Read the Ad Spend vs Budget and Ad Sales vs Revenue Goal scorecards for the headline pacing answer.

• Cross-check ACoS vs ACoS Goal and ROAS vs ROAS Goal — even if Ad Sales is hitting plan, you want to see that it is being delivered at the planned efficiency.

• Use the green/yellow/red coding in the Rolling 12-Period table to see whether the current month's pacing is consistent with the last few months or a deviation.

2 — Diagnosing a drop in Ad Sales

Ad Sales are down vs last period and you need to find the cause.

• In the rolling 12-period table, walk across the funnel left to right: Impressions → CTR → Clicks → CPC → Ad Sales.

• If Impressions are down, the issue is reach (bids too low, budget cap, lost auctions).

• If Impressions are stable but CTR is down, the issue is creative / placement / relevance.

• If CTR is stable but CPC has spiked, competition has changed and your effective reach per euro shrank.

• If everything upstream looks healthy but Ad Sales is still down, conversion has dropped on the detail page — check pricing, Buy Box, or stock.

3 — Comparing Sponsored Ads vs DSP efficiency

You want to decide where to put incremental budget.

• In the Rolling 12-Period table, filter your eye to the Sponsored Ads and DSP rows side by side for the same period.

• Compare ROAS, ACoS, and CPC between the two ad types.

• Look at the trend arrows to see which channel is improving and which is deteriorating — direction matters as much as the absolute number when reallocating budget.

4 — Cross-marketplace cost monitoring

You want to know where click costs are rising fastest.

• Open CPC over time per marketplace with Reporting Range = Weekly or Monthly.

• Identify marketplaces with the steepest upward CPC slope — these typically need either bid adjustments or a campaign structure review.

• Cross-check the corresponding Ad Sales vs Revenue Goal to see whether higher CPCs are still producing the targeted revenue.

5 — Long-term trend health check

You want a directional answer to "is our advertising getting more or less efficient?"

• Read the Average Period Growth Rate (ROAS) scorecard. A positive AMGR/AQGR/AAGR means efficiency is structurally improving; negative means it is structurally eroding.

• Pair this with the TACoS line on the rolling 12-period chart — if TACoS is rising while ROAS is flat, advertising is taking up a larger share of total revenue without becoming more efficient.

Limitations & Notes

• Ad Planner dependency. The Budget, Revenue Goal, ACoS Goal, and ROAS Goal columns only show meaningful values if you have uploaded a plan in the Ad Planner for the selected period and account type. Without an upload, vs-plan comparisons and color coding will be blank or default.

• Vendor vs Seller account matching. Budget and Revenue Goal are pulled from the plan that matches the account type (Vendor or Seller) behind the selected advertising profile. If you advertise from both a Vendor and a Seller account, run the dashboard once per account type for clean pacing numbers.

• Year-over-year may be partial. Where no prior-year report data exists for your company (e.g. newer clients), YoY comparison columns and rows may be blank or show small deviations. The dashboard shows a notice to this effect at the top.

• Sponsored Products attribution window. Switching between 7-day and 14-day attribution changes Ad Sales, ACoS, ROAS, and TACoS for Sponsored Products. DSP and Sponsored Brands/Display are unaffected. Pick one window and use it consistently for period-over-period reviews.

• TACoS uses sell-out revenue. TACoS is based on Shipped Revenue (Vendor) or Ordered Product Sales (Seller) — not Ordered Revenue. If you are used to a different TACoS definition internally, expect a small gap.

• Rolling 12 periods, not the selected period. The Rolling 12-Period chart and table always show the last 12 completed periods relative to the selected date, regardless of the Period filter. When Reporting Range = Yearly, both views switch to a 12-month rolling display so you still get a usable trend.

• Current in-progress period is excluded from the Average Period Growth Rate calculation to avoid a misleading partial-period value.

• Currency conversion uses beginning-of-year exchange rates. Cross-marketplace monetary comparisons may not match each marketplace's native-currency view exactly.

Data Refresh

Data updates daily.