📣 Campaign Overview (SPA)

Dashboard link: https://app.emax-digital.com/advertising-campaign-overview-landing-report-for-key-insights

Overview

The Campaign Overview dashboard is the landing page for advertising performance analysis on Amazon. It consolidates Sponsored Products (SP), Sponsored Brands (SB), Sponsored Brands Video (SBV), Sponsored Display (SD), and DSP campaigns into a single screen — with headline KPIs, daily trends, halo-sales analysis, and a full campaign-level performance table.

It is built for advertising managers, agency leads, and brand teams who need to answer: "How is paid media performing this period, which campaigns are over- or under-pulling their weight, and how much of my ad revenue is coming from the promoted product versus halo cross-sell?"

All charts respond to the filter bar at the top: change Marketplace, Campaign Type, Attribution Window, or the Compare-to period, and the dashboard updates together.

What You Can See on This Dashboard

Section 1 — All Campaign Types: KPI Summary

The opening scorecard block, showing aggregated advertising performance for the selected period side-by-side with the comparison period (previous period or previous year, depending on the Compare to filter).

Key metrics:

• Impressions — total times your ads were displayed.

• Clicks — total ad clicks.

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

• Ad Spend — total advertising investment across all selected campaign types.

• CPC (Cost Per Click) — Ad Spend ÷ Clicks.

• CPO (Cost Per Order) — Ad Spend ÷ attributed orders (or attributed units, for DSP).

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

• Attributed Units Ordered — number of units sold as a result of ad interactions.

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

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

Visualizations: A two-row scorecard table — row 1 is the current period, row 2 is the comparison period — for direct visual comparison.

Section 2 — Ad Sales: Daily Trend by Campaign Type

A day-by-day view of attributed revenue, broken down by campaign type, with overlaid efficiency metrics.

Key metrics:

• Sponsored Products Sales, Sponsored Brands Sales, Sponsored Brands Video Sales, Sponsored Display Sales, DSP Sales — daily attributed ad sales per campaign type.

• Total Spend — combined daily ad spend across all types.

• ACoS, ROAS, CPC — blended daily efficiency metrics across all campaign types combined.

Visualizations: A stacked bar chart of daily Ad Sales by campaign type, with Total Spend, ACoS, ROAS, and CPC plotted as overlay lines.

Section 3 — Ad Spend: Daily Trend by Campaign Type

The spend-side counterpart to Section 2 — same shape, with spend broken down by campaign type.

Key metrics:

• Sponsored Products Spend, Sponsored Brands Spend, Sponsored Brands Video Spend, Sponsored Display Spend, DSP Spend — daily ad spend per campaign type.

• Total Spend and Total Sales — combined daily totals.

• ACoS, ROAS, CPC — blended daily efficiency metrics.

Visualizations: Stacked bar chart of daily Ad Spend by campaign type with Total Sales and the three efficiency lines overlaid. Use this together with Section 2 to see where budget is being deployed vs. where revenue is being generated.

Section 4 — Ad Product Sales: Same SKU vs. Halo SKU

This block answers a strategically important question: of the revenue your ads generated, how much came from the exact advertised product (Same SKU) versus other products in your catalogue (Halo SKU)?

Key metrics:

• Sales Same SKU (ASIN) — attributed revenue from purchases of the exact ASIN that was advertised. This is the direct conversion effect.

• Sales Halo SKU (ASIN) — attributed revenue from other ASINs purchased after a shopper interacted with the ad. This is the cross-sell / brand halo effect.

Visualizations:

• Pie chart — total Same SKU vs. Halo SKU split for the selected period.

• % Same SKU Sales scorecard — current period vs. comparison period, showing whether direct-conversion share is rising or falling over time.

• Same SKU vs. Halo SKU absolute values — current period vs. comparison period in side-by-side scorecards.

A growing halo share is usually a positive signal — it means your advertising is helping the wider catalogue, not just the promoted ASIN.

Section 5 — Campaign Performance Table

The detailed, sortable table at the bottom of the dashboard, with one row per campaign across all selected campaign types. Sorted by attributed Ad Sales (then Impressions) by default.

Columns shown: Campaign Name · Campaign Type · Marketplace · Impressions (+ trend) · Clicks · CTR · Ad Spend (+ trend) · CPC (+ trend) · CPO (+ trend) · Ad Sales (+ trend) · Attributed Units · ACoS (+ trend) · ROAS (+ trend) · Campaign Status.

All trend columns compare the selected period against the equivalent period immediately before it. For DSP campaigns, CPO is calculated on units rather than purchases (DSP does not expose order-level attribution the same way Sponsored Ads does).

Available Filters

Filter interaction notes

• Campaign depends on Campaign Type, Marketplace, and Adv. Profile ID. Narrowing those filters narrows the list of campaigns shown in the Campaign dropdown.

• Sponsored Products Attribution only affects Sponsored Products ad sales. Sponsored Brands, Sponsored Display, and DSP follow Amazon's own fixed attribution windows for each product (14-day view-through for DSP, etc.).

• Compare to drives every trend column and the "comparison period" row in the KPI scorecard. Switching between Previous Period and Previous Year changes the baseline simultaneously across the whole dashboard.

• The four "Min." threshold filters are useful for cleaning up the campaign table — e.g. set Min. Impressions = 1,000 to exclude long-tail campaigns when reviewing efficiency. They apply to the campaign table; they do not change the top-line KPI scorecards.

• Campaign Tag is independent of Campaign Type — combining them is a good way to isolate, say, all brand-defence Sponsored Brands campaigns in DE.

Use Cases

1 — Weekly advertising review

You want to walk through last week's paid-media performance.

• Set Compare to = Previous Period, Campaign Type = all, Sponsored Products Attribution = 14-day (or your reporting standard).

• Read the KPI Summary scorecard: did Ad Spend grow faster than Ad Sales? Watch ACoS and ROAS week-over-week.

• Use Ad Sales — Daily Trend by Campaign Type to see whether one campaign type is driving the change, or whether it is broad-based.

• Drop into the Campaign Performance Table and sort by Sales Trend or ACoS Trend to find the three campaigns most responsible for the period's change.

2 — Finding under-performing campaigns to optimise or pause

You suspect some campaigns are burning budget.

• Set Min. Ad Spend to a meaningful floor (e.g. 100 € to ignore tiny test campaigns), leave Min. Ad Sales = 0.

• Open the Campaign Performance Table and sort by ACoS descending.

• For each high-ACoS campaign, check CPC Trend and Sales Trend: is efficiency deteriorating, or has it always been poor? Has CPC inflated recently due to increased competition?

• Cross-reference Campaign Status — a paused campaign with leftover spend may not need further action.

3 — Measuring halo / cross-sell impact of advertising

Your leadership wants to understand whether ads are doing more than just selling the promoted ASIN.

• Set Compare to = Previous Year, and run the dashboard at brand or category level by filtering Campaign Tag.

• Read the Ad Product Sales pie chart for the current Same SKU / Halo SKU split.

• Compare the % Same SKU Sales scorecard for current vs. comparison period — a falling % Same SKU means ads are increasingly driving cross-catalogue purchases.

• This is particularly useful for Sponsored Brands and DSP, which typically generate more halo than Sponsored Products.

4 — Comparing campaign types for budget allocation

You want to know which campaign type returns the most per euro spent.

• Set Compare to = Previous Period, leave Campaign Type = all.

• In the Ad Spend — Daily Trend by Campaign Type chart, visually compare each type's share of spend.

• In the Ad Sales — Daily Trend by Campaign Type chart, compare each type's share of attributed sales.

• If one type's share of sales is consistently higher than its share of spend, it is over-pulling its weight — consider reallocating budget toward it.

5 — Attribution-window sensitivity check

You want to understand how much of your reported Sponsored Products performance is dependent on attribution settings.

• Run the dashboard once with Sponsored Products Attribution = 7-day, screenshot the KPI Summary.

• Switch to 14-day, refresh, and compare. The gap is the share of attributed sales that come from purchases 8–14 days after the ad interaction.

• Brands with long consideration cycles will see a much larger gap than impulse-buy categories.

Limitations & Notes

• Attribution is platform-defined. Ad sales are reported by Amazon using its own attribution rules — Sponsored Products supports a 7- or 14-day window; Sponsored Brands and Sponsored Display follow their own fixed windows; DSP uses view-through attribution. Numbers from this dashboard cannot be directly added to organic sales without double-counting risk for the affected period.

• DSP CPO is unit-based. Cost Per Order for DSP is calculated on attributed units rather than orders, because DSP does not expose order-level attribution. Do not directly compare DSP CPO to Sponsored Ads CPO line-for-line.

• "Compare to" affects scorecards and trend columns simultaneously. If you switch from Previous Period to Previous Year mid-review, every trend indicator on the page changes meaning at once.

• Threshold filters apply to the campaign table only. Setting Min. Ad Spend = 1,000 will not change the KPI Summary or the daily trend charts — it only filters the table at the bottom.

• Same SKU vs. Halo SKU is only available where Amazon reports it. This breakdown is provided for Sponsored Products and Sponsored Brands; some Sponsored Display and DSP campaigns may not contribute to the halo split.

• Currency conversion. All monetary KPIs are displayed in the currency selected. Conversion uses the rates loaded into the system at the time of the underlying ad transaction, so historical values may differ slightly from the marketplace's native-currency view.

• Campaign Status reflects the current state, not the state during the reporting period. A campaign shown as "paused" may have been active during the selected period — check daily trend lines for the campaign in question if uncertain.

Data Refresh

Data updates every 4 hours (approximately six times per day). Same-day advertising data is available, typically with a short delay relative to Amazon Advertising's own console.