Traffic Diagnostic (Vendor)

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

Overview

The Traffic Diagnostic dashboard helps Vendor Central brands answer one question: where is my product detail page traffic coming from, and is it converting? It separates organic demand (Glance Views) from paid traffic (Sponsored Products, Sponsored Brands, Sponsored Display, and DSP clicks), tracks how each source is trending versus the previous period or the same period last year, and ties it all together with Conversion Rate and Ad Spend.

It is built for vendor managers and brand managers diagnosing traffic-driven swings in sales — for example, "revenue is down 10% this month: is it a traffic problem, a conversion problem, or an advertising problem?" The dashboard isolates each lever so you can answer that quickly.

This is a Vendor Central (1P) dashboard. Seller Central traffic is not included.

What You Can See on This Dashboard

The dashboard is structured top-to-bottom as: KPI scorecards (organic traffic & conversion on the left, paid traffic by ad type on the right), then trend charts, then a detailed period-by-period table.

Section 1 — Organic Traffic & Conversion KPIs

The left-hand block of scorecards shows the headline numbers for organic product detail page demand and how well it converted in the selected period.

Key metrics:

• Glance Views — Total number of product detail page views in the selected period, with a trend indicator vs. the comparison period (previous period or same period last year, depending on the Compare to filter).

• Conversion Rate — Ordered Units ÷ Glance Views for the selected period, with a trend indicator vs. the comparison period. Measures how effectively detail page traffic is turning into purchases.

• Average Growth Rate — The average period-over-period growth rate of Glance Views across all completed periods up to the current date. The label adapts to the reporting range:

• AWGR — Average Weekly Growth Rate

• AMGR — Average Monthly Growth Rate

• AQGR — Average Quarterly Growth Rate

• AAGR — Average Annual Growth Rate

Calculated as the sum of all period-over-period growth rates divided by the number of periods measured. Only completed periods are included — the in-progress period is excluded so it does not distort the average.

Section 2 — Paid Traffic by Ad Type KPIs

The right-hand block of scorecards breaks ad-driven traffic (clicks) down by ad format, each compared against the previous period or same period last year.

Key metrics:

• Traffic from Sponsored Products — Total clicks from Sponsored Products campaigns, with trend.

• Traffic from Sponsored Brands — Total clicks from Sponsored Brands and Sponsored Brands Video campaigns combined, with trend.

• Traffic from Sponsored Display — Total clicks from Sponsored Display campaigns, with trend.

• Traffic from DSP — Total clicks from Demand-Side Platform (programmatic) campaigns.

Note on attribution: When Category, Subcategory, Tag, or ASIN filters are active, clicks are attributed at ASIN level. When no such filters are applied, campaign-level totals are used. Sponsored Products, Brands, and Display reflect the vendor advertising program only; DSP data is not filtered by vendor program account.

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

A combined chart that tracks the three key demand and engagement metrics side-by-side over time — up to the last 12 weeks, 12 months, or 7 years depending on the Reporting Range.

Series shown:

• Glance Views — Current period values.

• Glance Views Previous Year — Same metric one year ago, plotted alongside for year-over-year comparison.

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

• Conversion Rate — Ordered Units ÷ Glance Views per period.

This chart is the diagnostic centrepiece: it lets you see at a glance whether dips in conversion line up with traffic shifts or ad-spend changes.

Section 4 — Traffic from Advertising (Clicks) by Ad Type — Trend

A stacked/grouped bar chart breaking total ad clicks into their constituent ad types over time, for the same trend window as Section 3.

Series shown:

• Sponsored Products clicks

• Sponsored Brands clicks (includes Sponsored Brands Video)

• Sponsored Display clicks

• DSP clicks (kept as a separate series since it is not filtered by vendor program account)

Use this to see channel mix evolution — for example, whether a recent traffic increase came from Sponsored Products expansion or from new DSP activity.

Section 5 — Period-by-Period Detail Table

The diagnostic detail table at the bottom of the dashboard. One row per period (week / month / quarter / year, depending on Reporting Range), covering up to the last 12 periods (or all available history for the yearly view).

Columns shown:

• Date — The reporting period.

• Glance Views + PP Trend + YoY Trend — Detail page views and how they compare to the previous period and the same period one year ago.

• Conversion Rate + PP Trend + YoY Trend — Conversion efficiency for each period with both trend comparisons.

• Ad Spend + PP Trend + YoY Trend — Total advertising spend across all ad types (Sponsored Products, Brands, Display, and DSP) with both trend comparisons.

Drill-down: Clicking a date in this table opens the ASIN Focus Report for that period, so you can move from "this month had a problem" straight to "these are the ASINs that caused it."

Available Filters

Filter interaction notes

• Subcategory depends on Category. Selecting one or more Categories narrows the available Subcategories. With no Category selected, all subcategories are available.

• Reporting Range drives Period. Switching between Weekly / Monthly / Quarterly / Yearly changes the values available in the Period dropdown.

• Compare to switches the benchmark used in the scorecard trend indicators between previous period and previous year. The YoY columns in the detail table always show year-over-year regardless of this setting — only the PP / scorecard trends switch.

• Ad attribution depends on active filters. When Category, Subcategory, Tag, ASIN Auto Tag, or Catalog ASIN filters are set, ad clicks and spend are attributed at the ASIN level. When none of these are active, the dashboard uses campaign-level totals for Sponsored Products / Brands / Display. DSP is always campaign-level — it is not filtered by vendor program account.

Use Cases

1 — Diagnose a revenue drop

Sales are down month-over-month and you need to know why.

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

• Read the Glance Views scorecard: is detail page traffic down? If yes, it is a demand problem.

• Read the Conversion Rate scorecard: if traffic held but Conversion Rate fell, the issue is on the listing (price, Buy Box, reviews, content).

• Check the paid traffic scorecards (Sponsored Products / Brands / Display / DSP) — a sharp drop in paid clicks often explains a Glance Views drop.

• Use the trend chart to confirm whether the dip is a one-period spike or a longer trend.

2 — Quantify paid vs. organic traffic mix

You want to know how dependent your detail page traffic is on advertising.

• Set Reporting Range = Monthly and select a representative period.

• Compare Traffic from Ads (sum of the four paid scorecards) against total Glance Views in the trend chart.

• If a large share of Glance Views is paid, your organic demand is weaker than the headline number suggests.

• Use the Traffic from Advertising by Ad Type chart to see which ad type carries the most weight, and the period-by-period table to spot whether the dependency is growing.

3 — Detect a slow-decline trend

A category may be slowly losing demand without showing up in any single month's report.

• Set Reporting Range = Monthly, leave Compare to = Previous Period.

• Read the Average Growth Rate (AMGR) scorecard — a persistently negative value across months signals structural decline, even if individual months look fine.

• Use the trend chart to visually confirm the slope of Glance Views vs. last year.

4 — Compare paid channel performance

You want to know which ad type is driving the most additional traffic.

• Open the Traffic from Advertising (Clicks) bar chart and compare the four series across periods.

• Cross-check against the Ad Spend column in the detail table — a channel with rising spend but flat clicks is getting more expensive per click and may need attention.

• Drill from a specific period via the detail table to the ASIN Focus Report to identify the ASINs driving the channel.

5 — Year-over-year traffic review for planning

Going into a planning cycle, you want a clean YoY traffic picture.

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

• Use the trend chart to see current Glance Views overlaid against the previous-year line for the last 12 months.

• Use the detail table's YoY trend columns to extract the monthly YoY % movement for Glance Views, Conversion Rate, and Ad Spend in one view.

Limitations & Notes

• Vendor Central only. This dashboard covers 1P data. Seller Central traffic and advertising are not included.

• Traffic is measured in clicks for advertising and Glance Views for organic. These are not directly additive — Glance Views include all detail page visits (organic + most paid clicks that landed on a PDP), while ad clicks are channel-specific click counts. Use them as parallel signals, not as a single funnel total.

• ASIN-level vs. campaign-level ad attribution. When ASIN-scoping filters (Category, Subcategory, Tag, ASIN Auto Tag, Catalog ASIN) are active, ad metrics are ASIN-level. When none are active, Sponsored Products / Brands / Display use campaign-level totals. Switching filters can therefore shift the absolute ad-traffic numbers — this is expected behaviour.

• DSP is not filtered by vendor program account. DSP traffic and spend reflect all DSP activity for the brand, regardless of which vendor account owns the campaigns. In multi-account setups this can over-state DSP contribution at a per-account level.

• Sponsored Brands includes Sponsored Brands Video. Both formats are aggregated into the Sponsored Brands series; they cannot be separated in this dashboard.

• Year-over-year deviations are possible. When prior-year report data is incomplete or unavailable, YoY comparisons may show small deviations. YTD prior-year values are typically calculated on a daily/weekly basis, while current YTD values are calculated daily — this can introduce minor reconciliation gaps. If no prior-year data exists for your account, YoY columns will be empty.

• Average Growth Rate excludes the current period. Only completed periods are included in the AWGR / AMGR / AQGR / AAGR calculation, so it will not react to an in-progress week or month.

• Drill-down requires a clickable date. The ASIN Focus Report is reached by clicking a date in the period-by-period table, not from the scorecards or trend charts.

Data Refresh

Data updates daily.