What these new reports mean for brands

1. Clear customer journey insights: The new reporting tool provides a ‘map’ of your customers’ 30-day journey, from their first interaction with a Sponsored Product ad to a purchase. This lets you see how different ad types—like DSP and Streaming TV—contribute to conversions.

2. ‘New to Brand’ visibility: By showing NTB metrics, you can understand how many of your conversions are coming from new customers, offering valuable insights into acquisition strategies.

3. Cross-channel ad performance: With data spanning Sponsored Products, Amazon DSP, and more, you can make better decisions about where to allocate your ad spend for the biggest impact.

Recommendations for how to use these reports

1. Refine your ad spend allocation: Use insights from conversion paths to divide your budget strategically across brand awareness, performance marketing, and retargeting efforts. For example, if Sponsored Brand ads are effective in initiating customer journeys, ensure they’re adequately funded.

2. Optimise for NTB growth: Track the NTB metrics to measure your campaigns’ ability to attract new customers. If NTB purchases are low, consider reworking ad messaging or targeting new audiences.

3. Leverage weekly trend data: The new weekly shipped revenue and unit trends in Amazon’s reporting provide a helpful macro view of performance. Pair this with conversion paths to ensure you’re acting on both detailed and big-picture insights.

What’s inside these reports?

• • Top Conversion Paths: Easy-to-understand visuals show the most common customer journeys from first click to purchase.

• • New-to-Brand Metrics: A breakdown of how many new customers your campaigns bring in.
  • Key Moments in the Journey: Insights into how your ads contribute to specific stages of the buying process, from awareness to conversion.

How to Access these Reports

1. Log in to your Amazon Ads account.

2. Go to Measurement and Reporting > Sponsored ads reports. 

3. Create a new report > select Report category: “All Amazon campaigns”, select Report type: “Conversion paths”, select the reporting period > Download 

4. Dive into the details: Navigate through metrics like shipped revenue, units sold, and NTB purchases to build a clear performance picture.

Here’s a video of exactly how to access these reports:

Why this update matters

This new reporting tool reflects Amazon’s ongoing effort to improve its advertising ecosystem, providing brands with better visibility into their performance. While it’s not revolutionary, it’s a valuable addition for advertisers looking to fine-tune their campaigns and make more informed decisions. By leveraging this tool, you can optimise your ad strategies, improve customer acquisition, and ensure your campaigns are aligned with broader business objectives.

Get in touch with Unicorn

At Unicorn, we specialise in helping brands unlock the full potential of Amazon Ads. Whether it’s interpreting these reports or crafting data-driven strategies, we’re here to guide you every step of the way. Let’s chat about how we can take your campaigns to the next level, just schedule a call or send us a message.