🎢 ASIN Performance — Campaign Level (SPA)

Dashboard link: https://app.emax-digital.com/advertising-asin-performance-campaign-level-for-key-insights

Overview

The ASIN Performance - Campaign Level dashboard gives advertisers a granular view of how each advertised ASIN performs within each individual campaign. Instead of looking at campaign totals or ASIN totals separately, this dashboard combines the two dimensions — showing you, for every product, which specific campaigns are driving its advertising results, and how efficient each ASIN–campaign pairing is.

This is the dashboard to open when you need to answer questions like: "Which campaign is delivering the best ROAS for our hero ASIN?", "Is this campaign generating direct sales of the advertised product, or mostly halo sales of related items?", or "Where exactly is our ad spend going at the product level, and is any of it being wasted?"

It covers Sponsored Products, Sponsored Brands, Sponsored Brands Video (SBV), and Sponsored Display campaigns across the selected marketplaces, with both direct and halo (cross-ASIN) sales attribution. The dashboard splits results into two tables: one for ASINs in your catalogue, and one for ASINs that appear in advertising data but are not part of your tracked catalogue (typically competitor or unmapped products).

What You Can See on This Dashboard

Section 1 — ASIN Performance per Campaign (Catalogue ASINs)

The main table of the dashboard. For each advertised ASIN in your catalogue, it shows up to the top 10 campaigns ranked by attributed units ordered, along with full advertising performance for each ASIN–campaign pairing.

Key metrics (per ASIN × Campaign row):

• Impressions — Number of times the ad was shown.

• Clicks and Clicks Dif — Total clicks, plus the absolute change vs. the comparison period.

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

• Spend and Spend Trend — Ad spend in the selected period, plus the trend vs. the comparison period.

• CPC (Cost Per Click) — Average cost per ad click.

• CPO (Cost Per Order) and CPO Dif — Average cost per ad-attributed order, plus the absolute change vs. the comparison period.

• Sales Direct and Sales Direct Trend — Ad-attributed revenue from sales of the exact advertised ASIN, plus trend.

• Sales Halo and Sales Halo Trend — Ad-attributed revenue from sales of other ASINs in your catalogue that customers bought after interacting with the ad, plus trend.

• Sales Total and Sales Total Trend — Direct + Halo combined, plus trend.

• Sales Halo Share — Halo sales as a percentage of total ad sales. A high share means the campaign is generating most of its return through cross-sell rather than the advertised product itself.

• Units — Attributed units ordered (the metric used to rank top campaigns per ASIN).

• ACoS (Advertising Cost of Sales) and ACoS Trend — Ad Spend ÷ Ad Sales (%), plus the relative change. Lower = more efficient.

• ROAS (Return on Ad Spend) and ROAS Trend — Ad Sales ÷ Ad Spend, plus the relative change. Higher = more efficient.

Identifier columns: ASIN, Link (to the product detail page), SKU, Marketplace, Product Title, Category, Campaign, Campaign Type, Campaign ID.

Visualization: Sortable, scrollable table with one row per ASIN × Campaign combination, grouped by ASIN with alternating colours for readability. Up to 10 campaigns are shown per ASIN.

Section 2 — ASIN (not in your catalogue) Performance Overview

The same table structure, but for ASINs that appear in advertising attribution data without being part of your tracked product catalogue. This typically covers:

• Competitor ASINs that benefit from your halo (e.g. when your ad caused a click but the customer ultimately purchased a competing product Amazon attributes to your campaign).

• Newly listed or untracked ASINs that have not yet been mapped to your catalogue.

Columns shown: Same advertising metrics as Section 1 (Impressions, Clicks, CTR, Spend, CPC, CPO, Direct/Halo/Total Sales with trends, Halo Share, Units, ACoS, ROAS) plus the "Previous" period absolute values for CPO, ACoS, and ROAS — useful for spotting outliers without doing the trend maths yourself.

Use this section to identify spend leakage (campaigns producing sales for ASINs you don't intend to push) and to surface candidate ASINs that should be added to your tracked catalogue.

Available Filters

Filter interaction notes

• Sub-Category depends on Category. Selecting one or more Categories narrows the Sub-Category list to matching values only.

• Campaign, Advertised ASIN, and Ad Eligibility dropdowns depend on Marketplace. Each only shows values relevant to the marketplaces currently selected.

• Minimum threshold filters (Ad Sales, Ad Spend, Impressions, ACoS) combine with AND logic. Setting more than one means rows must clear every threshold to appear — useful for surfacing only material campaigns, but easy to over-filter into an empty table.

• Compare to drives every "Trend" and "Dif" column simultaneously. Switching between Previous Period and Previous Year will change the interpretation of every delta on the page.

• Sponsored Products Attribution affects only Sponsored Products rows. Sponsored Brands, Sponsored Brands Video, and Sponsored Display use Amazon's standard 14-day window.

• Campaign filter is single-select. To compare a small set of campaigns, use Campaign Tag (multi-select) instead and tag the campaigns in advance.

Use Cases

1 — Find the best campaign for a hero ASIN

You want to know which campaign is most efficient at promoting your top-selling product.

• Set Advertised ASIN to the ASIN in question, Compare to = Previous Period.

• Read Section 1 — it will show up to 10 campaigns featuring that ASIN, ranked by attributed units.

• Sort visually by ROAS (descending) to find the most efficient campaign, then check Sales Halo Share to confirm the return is coming from the advertised product itself rather than only halo sales.

2 — Spot wasted spend on weak ASIN–campaign pairings

You want to identify product-campaign combinations that are spending money without producing sales.

• Set Min. Ad Spend to a meaningful threshold (e.g. 50 in your currency) to filter out trivial rows.

• Sort the table by ACoS descending — rows with very high ACoS and meaningful spend are the candidates to pause, negative-target, or move into a different campaign.

• Cross-check Sales Direct — if direct sales are near zero but spend is high, the campaign is not converting the advertised ASIN.

3 — Quantify halo sales of a brand campaign

You suspect a Sponsored Brands campaign generates more cross-sell than direct sales.

• Filter Campaign Type = Sponsored Brands, Campaign = the campaign in question.

• Review Sales Halo Share per ASIN — a consistently high share (>50%) confirms the campaign's primary value is portfolio halo rather than direct conversion of the advertised products.

• Use this evidence when justifying brand-campaign budget in P&L discussions where ACoS alone looks unattractive.

4 — Investigate spend leakage to untracked ASINs

You want to know if ad budget is being attributed to ASINs you don't actually want to promote.

• Scroll to Section 2 (ASINs not in your catalogue).

• Sort by Spend descending to see where attribution dollars are landing on untracked ASINs.

• Decide whether each ASIN should be added to your catalogue (legitimate own product), excluded via negative targeting, or accepted as a known halo to a related product.

5 — Year-over-year campaign-level review

Preparing a quarterly business review and need to show how each major ASIN's campaign performance has shifted year-on-year.

• Set Compare to = Previous Year, Marketplace = the relevant marketplace, Min. Ad Sales to a meaningful floor.

• Filter to the ASINs (via Tag or Advertised ASIN) you want to highlight.

• Use the ROAS Trend, ACoS Trend, and CPO Dif columns to narrate which campaign-product pairings have improved, deteriorated, or held steady.

Limitations & Notes

• Top 10 campaigns per ASIN. Section 1 shows the top 10 campaigns per ASIN ranked by attributed units ordered. If an ASIN runs in more than 10 campaigns, smaller campaigns are not displayed. Apply minimum threshold filters or filter by Campaign Type to redirect the ranking.

• Data scope: Sponsored Ads only. This dashboard covers Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display. Amazon DSP campaigns are not included — they live in the DSP-specific dashboards.

• Attribution-window dependency. Sales values change depending on the Sponsored Products Attribution filter (7-day vs. 14-day). Be consistent across reviews — a switch between windows will look like a performance change even when nothing has actually changed.

• Halo vs. Direct logic. Halo sales are sales of other catalogue ASINs bought after interacting with the ad for the advertised ASIN. Halo onto ASINs not in your tracked catalogue is reported in Section 2's Sales Direct column for the halo ASIN, not under the source ASIN's halo column in Section 1.

• Currency. Selecting a single currency (e.g. EUR) converts every marketplace's monetary values using the conversion rates stored in emax digital. Domestic Currency keeps each row in its marketplace's native currency, which is more accurate for diagnostic work but harder to compare across markets.

• Trend columns require comparable history. For new campaigns or new ASINs without data in the previous period/year, trend columns will be blank or show as 100% change. Read the absolute numbers alongside.

• Section 2 is not a competitor report. ASINs in Section 2 are simply unmapped — they could be your own untracked products, complementary products, or competitors. Investigate each ASIN before drawing conclusions.

• Minimum threshold filters are cumulative (AND logic). Combining Min. Ad Sales, Min. Ad Spend, Min. Impressions, and Min. ACoS together can quickly produce an empty table — start with one threshold at a time.