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Evaluating and Optimising Your DSP Campaigns

Migration note (Phase 1b): New Use Case page created during the Root 8 (DSP & AMC) migration, combining two legacy how-to pages ("How to identify good and bad performing DSP campaigns" and "How to find potentials in your DSP campaigns"). Content reproduced and tidied — not yet optimised or fact-checked.

This workflow shows you how to use the 360 DSP Report and its drill-downs to answer two related questions: which of my DSP campaigns are performing well or badly, and where is there still room to optimise. Work through Part 1 to find the winners and losers, then Part 2 to act on them.

You will need: an active Amazon DSP advertising account connected to emax digital. All steps use dashboards in the Advertising section.

Part 1 — Identify good and bad performing DSP campaigns

Step 1 — Set your scope

Open the 360 DSP Report and set the time range and marketplace in the filters.

  • For an overall performance review, leave the Order and Line Item filters empty.

  • For a detailed review, set the Order, Level, and/or Line Item filters to narrow the scope.

Step 2 — Read the summary table

Scroll down to the summary table to review your DSP KPIs in detail. Several KPIs can serve as your main performance metric — for example:

  • Sort your Orders, Line Items, or Creatives from best to lowest ROAS to see which need optimising first.

  • Sort by Impressions to find Orders, Line Items, or Creatives with high impressions and spend but a low purchase rate — these are your prime optimisation candidates.

Once you understand overall performance, switch to the targeting/audience view to see exactly what to optimise.

Part 2 — Find the optimisation potential

Step 1 — Check your funnel KPIs at the top level

In the 360 DSP Report, review your KPIs across the full sales funnel (Awareness → Consideration → Purchase → New-to-Brand).

Step 2 — Find the levers in the top-level view

The top-level dashboard shows which Orders, Line Items, or Creatives have:

  • the highest spend;

  • the best CTR & purchase rate — if you see a gap (high CTR but low purchase rate), the creative may be promising more than the product detail page delivers;

  • the most purchases;

  • the best ROAS.

These signals point you to where to edit the creative, the product detail page, or the targeting.

Step 3 — Refine your targeting

Go to DSP Targeting Analysis and check which segments perform well and which you should swap out or exclude. Also look for untargeted segments you could add to your line items.

Step 4 — Clean up your inventory

Go to the DSP Site Report and check which sites perform poorly — exclude them from your inventory.

Tip: for a deeper view of how upper-funnel and lower-funnel ad types work together (and whether your DSP spend is contributing to conversions that close elsewhere), combine this workflow with the AMC dashboards — especially Path to Conversion by Campaign Type and Frequency Optimisation.

Part 3 — Frequency, Timing and Creative Optimisation (SP & DSP)

Migration note (Phase 1b): Folded in from three legacy how-to articles — "How to optimize your frequency capping in SP and DSP", "How to optimize your time capping for SP and DSP", and "How to find out how to optimize your creatives". These workflows apply to both Sponsored Products and DSP and are driven by the AMC dashboards. Reproduced, not yet optimised.

These three optimisation questions are answered using the AMC Path to Conversion family of dashboards (Marketing Cloud section).

Optimise frequency capping

Find out how often a user should see your ads before converting:

  1. In the Path to Conversion / Frequency Optimisation dashboard, drill to campaign level (select one campaign) and see at which impression frequency the purchase rate is highest.

  2. Check how long after seeing the ad users convert, to determine after what interval they should see the campaign again.

  3. Review Path to Conversion by device and campaign type to see which type to optimise.

Optimise time capping (when campaigns run)

Find out when your campaigns should run to optimise total ROAS:

  1. In the Path to Conversion dashboard, open Impressions per Day of Week vs. Hour of Day at campaign level (select one campaign).

  2. Check when campaigns are shown versus when conversions happen, so you don't spend when people don't buy. The AMC Intraday Optimisation dashboard supports this analysis.

Optimise your creatives

Find out how to tailor your creatives:

  1. In the Path to Conversion dashboard, open Path to Conversion by Device at campaign level (select one campaign) and see through which device people actually order your product.

  2. Use that insight to optimise your creative to match the dominant device.

Note: the standalone "Path to Conversion by Device" dashboard is a deprecated, labelled stub in the tree; device-level conversion data remains available within the Path to Conversion family.