👥 Exposure Group Analysis along the Sales Funnel

Dashboard link: https://app.emax-digital.com/exposure-group-analysis-from-amc

Overview

The Exposure Group Analysis dashboard is a full-funnel advertising intelligence tool powered by Amazon Marketing Cloud (AMC). It compares how different groups of shoppers — defined by the combination of ad formats they were exposed to (Sponsored Ads, DSP, both, or not exposed at all) — behave at every stage of the purchase journey, from first awareness through to repeat purchase and loyalty.

Unlike standard campaign reports that show aggregate performance, this dashboard reveals who your ads are reaching and what those audiences actually do after being exposed — and how much incremental impact each part of the media mix delivers versus the unexposed baseline. You can see whether customers who saw only DSP ads convert differently than those who saw a mix of DSP and Sponsored Products, and drill into the KPIs that matter most for each funnel stage.

This dashboard is available exclusively to brands with an active Amazon Marketing Cloud (AMC) connection.

CPU = Clicks Per Unique User — the average number of ad clicks generated per unique user reached, within each exposure group. (It is a click-engagement metric, not a cost metric.)

What You Can See on This Dashboard

The dashboard is structured around four stages of the purchase funnel — Awareness, Consideration, Purchase, and Loyalty — each with its own KPIs and a drill-down chart. At the top, summary scorecards give the headline metrics for the selected period. Each block has a header KPI tile, an exposure-group breakdown table with trend indicators, and a drill-down line chart driven by a KPI selector.

Section: Headline KPIs by Exposure Group

Unique Users — Pie chart showing how unique users are distributed across exposure groups (DSP only, Sponsored Ads only, both, and unexposed). The starting point of the funnel.
Total and New-to-Brand Purchases — Bar chart comparing Total Product Sales and New-to-Brand (NTB) Product Sales by exposure group, with % New-to-Brand share. Reveals which ad-product combinations drive the highest acquisition share. A high NTB share indicates your ads are expanding your customer base.
Cost Per Mille (CPM) & Cost Per Click (CPC) — Bar chart of media costs by exposure group, so you can see where you pay the most (and least) for impressions and clicks.

Section: Funnel Performance KPIs by Exposure Group

Return on Ad Spend (ROAS) — Total Product Sales ÷ Total Cost, per exposure group.
Click-Through Rate (CTR) — Clicks ÷ Impressions, per exposure group.
Click Conversion — Total Units Sold ÷ Impressions, per exposure group.

Section: Awareness Block

The top of the funnel — reach, impressions, and cost-to-reach metrics.

Exposure-group breakdown table columns (each with trend): Unique Users · Impressions · IPU (Impressions Per User) · CPU (Clicks Per Unique User) · Clicks · CTR · CPM · CPC · Total Cost.

Drill-down: A KPI selector lets you pick any awareness metric; the adjacent line chart plots that KPI over time, split by exposure group, using the KPI Awareness filter.

Section: Consideration Block

How effectively each exposure group moved shoppers from impression to product engagement.

Exposure-group breakdown table columns (each with trend): Detail Page Views (DPV) · Add to Cart · DPVR (Detail Page View Rate) · ACR (Add-to-Cart Rate).

Drill-down: KPI selector + line chart driven by the KPI Consideration filter.

Section: Purchase Block

The conversion layer — sales, units, and new-to-brand performance by exposure group.

Exposure-group breakdown table columns (each with trend): ROAS · Total Product Sales · Total Units Sold · NTB Total Units Sold · Total Purchases · NTB Total Purchases · CCR (Click Conversion Rate) · ICR (Impression Conversion Rate) · NTBPR (New-to-Brand Purchase Rate).

Drill-down: KPI selector + line chart driven by the KPI Purchase filter.

Section: Loyalty Block

The post-purchase / repeat layer — whether exposure drives lasting customer relationships.

Exposure-group breakdown table columns (each with trend): Subscribe & Save sign-ups · RRR (Repeat Rate / Repeat Purchase Rate).

Drill-down: KPI selector + line chart driven by the KPI Loyalty filter.

Available Filters

Filter	What it does	Multi-select?	Default
Marketplace	Select the Amazon marketplace to analyse	No	—
Reporting Range	Choose Weekly or Monthly aggregation	No	—
Report Date	Reference period end date	No	—
Exposure Group Granularity	Switch between "Simple" (groups data as SA / DSP / Mixed) and "Detailed" (every exact exposure-group combination)	No	Simple
Exposure Group Includes	Restrict the analysis to specific exposure groups (e.g. only DSP-exposed; or drop the unexposed baseline)	No	All
KPI Awareness	Choose which KPI shows in the Awareness drill-down (CTR, CPC, CPM, IPU, CPU)	No	—
KPI Consideration	Choose which KPI shows in the Consideration drill-down (DPV, Add to Cart, DPVR, ACR)	No	—
KPI Purchase	Choose which KPI shows in the Purchase drill-down (Total Product Sales, Total Units Sold, NTB variants, Total Purchases)	No	—
KPI Loyalty	Choose which KPI shows in the Loyalty drill-down (Subscribe & Save, Repeat Purchase Rate)	No	—

Filter interaction notes

The four KPI filters (Awareness, Consideration, Purchase, Loyalty) each control only their respective drill-down line chart — changing one has no effect on the others, nor on the tables (which always show the full metric set). This lets you compare, for example, CTR in Awareness against Add to Cart in Consideration side by side.
Exposure Group Granularity applies across all four funnel sections simultaneously. "Simple" groups audiences into clean buckets (SA only, DSP only, Mixed) for easy channel comparison; "Detailed" shows every distinct ad-format combination — more rows, for advanced audience analysis.
Exposure Group Includes is independent of granularity — use it to drop groups you do not want to compare (for example, to remove the unexposed baseline if you only want to compare paid combinations).
Marketplace scopes the entire dashboard; each marketplace must be analysed separately.
Reporting Range and Report Date work together: switching from Weekly to Monthly reloads the available Report Date values.

Use Cases

Measure the incremental value of DSP on top of Sponsored Ads — Set granularity to separate "Sponsored Ads only", "DSP only", and "Sponsored Ads + DSP". Compare ROAS, NTB Purchase Rate, and Click Conversion across these groups in the Purchase block. If the combined group materially outperforms the single-channel groups, your media mix is producing genuine incremental lift.
Identify the cheapest path to new customers — In the Headline KPIs block, compare the New-to-Brand share by exposure group against the CPM/CPC chart. The group with the highest NTB share at the lowest CPM is your most efficient acquisition route.
Spot funnel drop-off by exposure group — Walk the four blocks in order. If a group has strong CTR (Awareness) and strong DPVR (Consideration) but weak ICR (Purchase), the creative attracts attention but fails to convert — test landing pages or detail-page content rather than spend more on reach.
Build a loyalty case for upper-funnel investment — Use the Loyalty block's Repeat Rate and Subscribe & Save numbers to show that customers acquired through upper-funnel exposure (e.g. DSP-exposed) repeat at a higher rate. A common argument for protecting brand/DSP budget during planning.
Validate over-investment in saturated audiences — Cross-reference the Unique Users pie chart with ROAS by exposure group. If a small group of multi-exposed users absorbs a large share of cost but delivers only marginal ROAS uplift, you may be over-serving — combine with the Frequency Optimisation dashboard to refine caps.

Limitations & Notes

14-day data lag. AMC data is fetched 14 days after each reporting period ends to allow Amazon's 14-day attribution window to close. Results for a given week or month are available on day 15. Do not use this dashboard for real-time campaign decisions.
AMC attribution model. All purchase/conversion data uses AMC's standard 14-day click + 14-day view attribution window, which may differ from your Sponsored Ads or DSP console settings.
AMC privacy thresholds. AMC enforces minimum audience sizes; exposure groups with very few users may be suppressed, return zero, or be excluded. This particularly affects finer granularities and short time windows.
Exposure groups are AMC-defined, not campaign-defined. Groups are built from the combination of ad products a user was exposed to within the AMC measurement window — an "exposure group" is a behavioural cohort, not a planning unit you defined yourself.
Trend columns compare to the prior equivalent period under the same filter settings.
Marketplace-by-marketplace only. The dashboard does not aggregate exposure groups across marketplaces.
Subscribe & Save and NTB metrics depend on Amazon reporting. Only populated where Amazon provides the underlying signals; some categories or ad formats may not generate Subscribe & Save data.
No creative-level breakdown. This dashboard shows performance by exposure group (channel combination), not by individual campaign, ad group, or creative. For creative-level analysis, use the Advertising dashboards.
AMC integration required. No data without an active AMC connection. Contact your emax digital account manager if data is missing or to configure additional exposure-group definitions.

Data Refresh

Data updates daily, with a 14-day lag after each reporting period ends. Complete results for a given week or month are available on day 15 after that period closes.