Traffic Diagnostic (Seller)

Dashboard link: https://app.emax-digital.com/performance-summary-hub-seller/traffic-diagnostic

Overview

The Traffic Diagnostic dashboard helps Seller Central brands understand where their detail-page traffic is coming from and how efficiently it converts. It combines organic page views, paid ad traffic broken down by channel (Sponsored Products, Sponsored Brands, Sponsored Display, and DSP), and conversion rate into a single diagnostic view — with period-over-period (PP) and year-over-year (YoY) trend indicators on every key metric.

It is designed for seller account managers and brand owners who need to answer: "Is my traffic growing or shrinking, which channels are driving the change, and is the traffic I'm getting actually converting?"

All charts respect the global filter bar — change Marketplace, Period, Reporting Range, or any ASIN-level filter and the entire dashboard updates together. Clicking on a date row in the detailed trend table at the bottom drills through to the ASIN Focus Report for that period.

What You Can See on This Dashboard

Section 1 — Headline KPI Scorecards

The top row of the dashboard summarises the current period's traffic and conversion health at a glance, each with a trend indicator based on the Compare to filter (Previous Period or Previous Year).

Key metrics:

• Page Views (Glance Views) — Total visits to your product detail pages in the selected period. One session per customer counts as one view. Shown with PP or YoY trend.

• Conversion Rate — Units ordered ÷ Page Views (%). Reflects what share of detail-page visits became orders. Shown with PP or YoY trend.

• Average Growth Rate (AMGR / AWGR / AQGR / AAGR) — The average periodic growth rate of page views across all completed periods up to today, automatically labelled to match the selected Reporting Range (Average Weekly, Monthly, Quarterly, or Annual Growth Rate). Smooths out short-term spikes to show the underlying direction of your traffic. The current in-progress period is excluded to avoid partial-period distortion.

Section 2 — Traffic by Ad Channel (Scorecards)

Four scorecards isolate the click contribution of each advertising channel, with PP or YoY trend depending on the Compare to filter.

Key metrics:

• Traffic from Sponsored Products — Clicks delivered by Sponsored Products campaigns only (keyword and product targeting).

• Traffic from Sponsored Brands — Clicks from Sponsored Brands and Sponsored Brands Video campaigns combined.

• Traffic from Sponsored Display — Clicks from Sponsored Display campaigns (on- and off-Amazon audiences).

• Traffic from DSP (Demand-Side Platform) — Clicks from Amazon DSP programmatic campaigns. DSP is reported independently because it operates outside the seller account program.

Attribution note: When Category, Sub-Category, Tag, or ASIN filters are active, clicks are attributed at the ASIN level. When no such filter is applied, the dashboard uses campaign-level totals. This can produce small differences if your campaigns target ASINs outside your catalogue feed.

Section 3 — Page Views, Ad Traffic & Conversion Rate Trend

A combined bar-and-line chart showing how organic traffic, paid traffic, and conversion rate have moved together over time. The lookback window adapts to the selected Reporting Range: 12 weeks (Weekly), 12 months (Monthly and Quarterly), or 7 years (Yearly).

Series shown:

• Page Views for each period.

• Page Views Previous Period (same period one year ago) — built-in YoY reference bars.

• Traffic from Ads — total clicks across all ad types (Sponsored Products + Brands + Display + DSP).

• Conversion Rate — overlaid as a line on the secondary axis.

Use this view to see at a glance whether traffic dips are organic, paid, or both, and whether conversion has held up through those changes.

Section 4 — Traffic from Advertising (Clicks) by Channel

A stacked bar chart showing the ad-traffic mix over the same time window, broken down by ad channel: Sponsored Products, Sponsored Brands, Sponsored Display, and DSP. Lets you see at a glance whether one channel is growing at the expense of another, and how your channel mix has evolved.

Section 5 — Detailed Trend Table (W/M/Q/Y View)

The detailed period-by-period breakdown table at the bottom of the dashboard. The label of the section adapts to the selected Reporting Range (Weekly View, Monthly View, etc.).

Columns shown:

• Date — period start

• Page Views with PP Trend and YoY Trend

• Conversion Rate with PP Trend and YoY Trend

• Ad Spend (in the selected currency, combining all Sponsored Ads and DSP) with PP Trend and YoY Trend

Clicking a date in this table drills through to the ASIN Focus Report for that period, letting you see which products drove the period's traffic and conversion.

Available Filters

Filter interaction notes

• Subcategory depends on Category. Selecting one or more Categories narrows the Subcategory list to only the values that belong to those Categories.

• Reporting Range and Period work together. Switching Reporting Range (e.g. Monthly → Quarterly) reloads the available Period values.

• Compare to changes the trend indicator on every scorecard and trend column simultaneously. The detailed table at the bottom always shows both PP Trend and YoY Trend columns side by side regardless of this setting.

• Catalogue filters affect ad attribution. When Category, Sub-Category, Tag, or ASIN filters are applied, ad click totals are calculated at the ASIN level. With no catalogue filter active, the dashboard falls back to campaign-level totals, which can include clicks for ASINs outside your filtered scope.

Use Cases

1 — Diagnosing a weekly traffic drop

You noticed a sudden drop in orders last week and need to find out whether it was a traffic or conversion issue.

• Set Reporting Range = Weekly, Period = the affected week, Compare to = Previous Period.

• Check the Page Views scorecard — is the drop in traffic, or has Conversion Rate fallen?

• If traffic is down, look at the Traffic by Ad Channel scorecards to see whether the loss is on one specific channel (e.g. Sponsored Products clicks fell) or across the board (suggesting an organic issue).

• Use the Page Views, Ad Traffic & Conversion Rate Trend chart to see whether this is a one-week anomaly or part of a longer pattern.

2 — Monthly business review of paid vs organic mix

You want to show leadership how your traffic mix has evolved over the last year.

• Set Reporting Range = Monthly, Compare to = Previous Year.

• Open the Traffic from Advertising (Clicks) stacked bar chart — talk through how each ad channel has scaled over the last 12 months.

• Use the Average Monthly Growth Rate (AMGR) scorecard to give a single-number summary of organic page-view development.

• Pair this with the detailed trend table to call out specific months where Ad Spend changed materially and read the corresponding Page Views and Conversion Rate response.

3 — Evaluating a new DSP campaign

You launched a DSP campaign two months ago and want to see whether it is driving incremental traffic.

• Set Reporting Range = Weekly, look at the Traffic from DSP scorecard with Compare to = Previous Period.

• In the Traffic from Advertising (Clicks) chart, watch the DSP layer in the stacked bars grow week-over-week.

• Cross-check against the Conversion Rate in the combined trend chart — has total Conversion Rate held up, dropped (DSP traffic is colder), or improved?

4 — Category-level traffic deep dive

You want to know which product category is the strongest organic traffic driver.

• Apply the Category filter for one category at a time and read the Page Views scorecard and AMGR for each.

• Compare the Conversion Rate between categories — high traffic with low conversion may signal a listing-quality issue in that category, while low traffic with high conversion may be an opportunity to invest in advertising.

• Use the ASIN drill-through from the detailed trend table to identify the top traffic-driving ASINs within the category.

Limitations & Notes

• Data scope: Amazon Seller Central only. This dashboard covers seller (3P) traffic and advertising. Vendor Central (1P) traffic is tracked separately in the Vendor Traffic Diagnostic.

• DSP attribution sits outside the seller account program. DSP clicks are reported independently from Sponsored Ads. If you do not run DSP, this scorecard and the DSP layer of the stacked chart will be empty.

• Catalogue-filter dependency on ad attribution. With Category, Sub-Category, Tag, or ASIN filters applied, ad clicks are attributed at ASIN level; without those filters, the dashboard uses campaign-level totals. This is the most common source of small reconciliation differences between filtered and unfiltered views.

• Year-over-Year deviations. YoY values are calculated on a daily basis for the current year but on a daily/weekly basis for the prior year, depending on what historical report data is available. Small deviations in YoY comparison can occur, and YoY will be blank entirely for accounts without prior-year report data.

• Zero placeholders. If no data is available for a selected period, the dashboard displays 0 to keep the comparison structure intact rather than leaving a gap — be careful not to interpret a zero in a recent period as a real reading.

• In-progress period excluded from Average Growth Rate. The AMGR / AWGR / AQGR / AAGR metric only includes fully completed periods, so the current week/month/quarter/year is not part of the average.

• Page Views vs. Glance Views terminology. Seller Central reports use Page Views; Vendor Central reports use Glance Views. They measure the same concept (detail-page visits) but come from different Amazon data sources and are not directly comparable across the two account types.

• Currency conversion. Ad Spend is shown in the currency selected in the Currency filter. Historical values are converted at the rate stored at the time of the underlying transaction.

Data Refresh

Data updates daily (every 24 hours).