📊 Sales and Ads Monitor (Agency)

Dashboard link: https://app.emax-digital.com/sales-ads-monitor-for-agencies-in-hub-section

Overview

The Sales & Ads Monitor is the agency-side cockpit for tracking sales and advertising performance across multiple client companies in one view. Instead of opening each client's dashboard individually, agency users can rank companies side-by-side on the same retail and advertising KPIs, see how each is pacing against its marketing goals, and spot which accounts need attention first.

The dashboard covers both Vendor Central (1P) and Seller Central (3P) accounts and normalises their metrics so they can sit on the same table. Currency is unified through a built-in converter that uses official ECB (European Central Bank) exchange rates. Pacing against advertising goals is colour-coded so problem accounts are visible at a glance.

This dashboard lives in the Hub – Agency section and is intended for agency teams managing a portfolio of brands.

What You Can See on This Dashboard

Section 1 — Selected Date

A simple header element confirming the reporting period currently in view. Useful as a sanity check before sharing screenshots with clients or stakeholders.

Section 2 — Reference Panel

An on-dashboard reference block summarising:

• Business Report — what the sales table covers.

• Advertising — a reminder to maintain marketing goals in the Advertising Goals section (goals drive the pacing colour-coding in the ad table).

• Pacing rules — deviation of less than 5% from target is good, 5–20% is okay, and more than 20% is bad.

• Currency Conversion — explanation that exchange rates are sourced from the ECB SDMX 2.1 web service and a link to view the current conversion rates.

• A pointer to the Hub Glossary for full KPI definitions.

Section 3 — Business Report (Sales Performance)

A cross-company sales table that gives a unified Vendor + Seller view. Companies are ranked by total units sold.

Key metrics:

• Net Received Revenue (NRR) (Vendor only) — value of inventory Amazon received from the vendor in the selected period, plus the corresponding Net Received Units, with a trend vs. the comparison period.

• Revenue & Units — sell-out revenue and units ordered. For Vendor this is Ordered Revenue; for Seller this is Ordered Product Sales. The exact definition adapts to the Sales View filter.

• Glance / Page Views — total product detail page visits (Glance Views for Vendor, Page Views for Seller), with a trend vs. the comparison period.

• Conversion Rate (CR) — share of detail page visits that resulted in an order, with a trend vs. the comparison period.

• Company Rank — overall ranking of each company by units sold in the period.

Visualization:

• A table with one row per company × marketplace, showing Merchant Type (Vendor / Seller), all KPIs above, and trend indicators against the comparison period selected in the Compare to filter.

Section 4 — Advertising Report (Performance & Pacing)

A cross-company advertising table that mirrors the sales table, broken down by marketplace and ad type. This is where you see whether each account is on track against its goals.

Ad types covered: Sponsored Products, Sponsored Brands, Sponsored Brands Video, Sponsored Display, DSP, and a Total roll-up row. The level of detail can be toggled with the Granularity filter.

Spend and budget pacing:

• Ad Spend — actual ad spend for the period, with a trend vs. the comparison period.

• Ad Budget — the planned advertising budget for the period (from your marketing goals).

• Ad Budget Per Day — the remaining daily budget available for the rest of the period, given how much has already been spent. Useful to flag campaigns that will overspend or underspend if left unchanged.

Sales and revenue goal pacing:

• Ad Sales — ad-attributed sales for the period, with a trend.

• Ad Sales Goal — planned ad-attributed sales target for the period.

Efficiency KPIs with pacing scores:

• ACoS (Advertising Cost of Sales) — ad spend ÷ ad sales (%). Shown alongside ACoS Goal and a colour-coded ACoS Score (green / yellow / red) based on the 5% / 20% deviation rules.

• TACoS (Total Advertising Cost of Sales) — ad spend ÷ total sales (%). Shown alongside TACoS Goal and TACoS Score.

• ROAS (Return on Ad Spend) — ad sales ÷ ad spend. Shown alongside ROAS Goal and ROAS Score.

Funnel KPIs:

• Impressions — total ad impressions, with a trend.

• eCPM (effective Cost per Mille) — ad cost per 1,000 impressions, with a trend.

• Clicks — total ad clicks, with a trend.

• CTR (Click-Through Rate) — Clicks ÷ Impressions (%), with a trend.

• CPC (Cost Per Click) — average cost per click, with a trend.

• Units — ad-attributed units sold.

Visualization:

• A table with one row per company × marketplace × ad type. The three pacing scores (ACoS, TACoS, ROAS) are colour-coded green / yellow / red so the worst-pacing accounts are immediately visible.

Available Filters

Filter interaction notes

• Period depends on Reporting Range. Switching Reporting Range (e.g. Monthly → Quarterly) refreshes the values available in the Period dropdown.

• Sales View depends on Distributor View. For Vendor accounts in Sourcing mode, Ordered Revenue is not available — only Shipped Revenue and Shipped COGS.

• Compare to drives all trend columns in both the Business Report and Advertising Report simultaneously.

• Sponsored Products Attribution affects only Sponsored Products ad sales figures (and any downstream ACoS / ROAS / TACoS that include them). Sponsored Brands, Sponsored Display, and DSP use their own attribution windows.

• Granularity is purely a visualisation toggle on the Advertising Report — it does not change the underlying data, just whether ad types are shown individually or rolled up to a Total.

• Pacing scores require advertising goals to be maintained. If a company has no goal set for a given metric, the corresponding score cell will be empty.

Use Cases

1 — Weekly portfolio stand-up

You are an account director running the Monday stand-up for the agency team.

• Set Reporting Range = Weekly, Period = last closed week, Compare to = Previous Period.

• Open the Business Report and read the company ranking — call out the top three movers (positive and negative) on Revenue and Conversion Rate.

• Switch to the Advertising Report with Granularity = summarised. Scan the colour-coded ACoS, TACoS, and ROAS columns: any red cell is a client to discuss this week.

2 — Spotting accounts that are over- or under-spending

You need to know which accounts are at risk of blowing through their ad budgets — or leaving money on the table.

• Set Compare to = Previous Period and pick the current month under Period.

• In the Advertising Report, compare Ad Spend vs. Ad Budget for each company, and read Ad Budget Per Day — if it is much higher than yesterday's run-rate, the account is underspending; if much lower (or zero), it is on track to overspend.

• Drill into ad-type detail with Granularity = detailed to find the specific format driving the pacing issue.

3 — Cross-client ACoS / ROAS efficiency review

You want to know which accounts are most efficient on advertising spend this quarter.

• Set Reporting Range = Quarterly, Period = current quarter, Compare to = Previous Year.

• In the Advertising Report, sort visually by ACoS or ROAS. The colour-coded pacing scores tell you not just absolute efficiency but how each account is doing against its own goal — a client with high ACoS but a green score is on plan; one with low ACoS but a red score is missing more ambitious targets.

4 — Identifying conversion vs. traffic problems across the portfolio

Several clients are flat on revenue and you want to diagnose whether the issue is traffic or conversion.

• In the Business Report, check the Glance / Page Views Trend column alongside the CR Trend column for each company.

• Companies with falling page views need a traffic / advertising fix; companies with stable views but falling conversion need a listing, pricing, or Buy Box fix.

5 — Preparing a client-specific monthly review

You are preparing the monthly review deck for one client.

• Filter Companies to that single client.

• Set Reporting Range = Monthly, Period = last closed month, Compare to = Previous Year.

• Screenshot the Business Report row(s) for headline sales, then the Advertising Report (in detailed Granularity) to show ad-type-level performance and pacing against goals.

Limitations & Notes

• Agency dashboard. The Companies filter only shows companies in your agency portfolio. Clients viewing their own data should use the equivalent single-account dashboards.

• Vendor + Seller in one table. Some columns are populated for one merchant type only — most importantly Net Received Revenue and Net Received Units exist for Vendor accounts only and will be blank for Seller rows.

• Pacing colours require goals. ACoS Score, TACoS Score, and ROAS Score depend on values entered in the Advertising Goals section. Without goals, the cells are empty — and pacing cannot be evaluated.

• Pacing thresholds are fixed. The 5% / 20% deviation rules (green / yellow / red) are applied uniformly across all accounts and cannot currently be customised per client.

• Currency conversion uses beginning-of-year exchange rates. Revenue figures are converted using ECB rates taken at the start of the year, not at the time of each transaction. This keeps period-over-period comparisons clean but means converted values may differ slightly from a marketplace's native-currency report.

• Sponsored Products Attribution affects only Sponsored Products. Other ad types (Sponsored Brands, Sponsored Display, DSP) use their own attribution conventions, so switching this filter will only move Sponsored Products numbers.

• Sales View applies to sell-out metrics. Net Received Revenue is unaffected by the Sales View filter — it always reflects sell-in.

• No ASIN or campaign drill-down. This dashboard is a portfolio-level monitor. For ASIN-level or campaign-level deep dives, use the dedicated Vendor / Seller dashboards for each company.

Data Refresh

Data updates once per day.