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DSP Ads Reports

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DSP Ads Overview

Purpose
Provides a high-level view of Amazon DSP performance, focusing on spend efficiency, revenue contribution, traffic quality (DPV), and new-to-brand impact across the selected date range.
How to Use This Report
Key Metrics Explained
DSP Performance Health: Monitor overall DSP spend, revenue, ROAS, and efficiency at a glance.

Traffic Quality Analysis: Use DPV Rate and CTR to assess the quality of DSP-driven traffic.

New-to-Brand Impact: Evaluate how DSP contributes to customer acquisition using NTB Orders % and NTB Sales %.

Trend Monitoring: Track daily DSP spend, sales, and DPV trends to identify volatility or pacing issues.

MTD Performance Review: Compare current month-to-date performance against the previous MTD to understand momentum.

Key Visuals Explained

Year over Year & Period over Period Summary: KPI cards comparing current performance to last year and the prior period.

DSP Performance Trend (Spend, Revenue, DPV): Trend chart showing DSP spend and revenue with DPV overlay; drillable from monthly view down to daily dates and back up to month.

MTD vs Previous MTD Overview: Month-to-date DSP KPIs compared against the previous MTD period.

MTD DSP Performance Trend (Spend, Revenue, DPV): MTD trend chart highlighting pacing and consistency; supports drill-down to dates and drill-up to month level.
DSP Spend: Total media spend from Amazon DSP.

DSP Revenue: Attributed DSP sales (14-day attribution).

Avg. eCPM: Average cost per 1,000 impressions.

DPV Rate: Detail Page Views divided by impressions, measuring engagement quality.

ROAS: DSP Revenue ÷ DSP Spend.

Impressions: Total DSP ad impressions served.

CTR %: Click-through rate for DSP ads.

NTB Orders %: Percentage of DSP-attributed orders from new-to-brand customers.

NTB Sales %: Percentage of DSP-attributed sales from new-to-brand customers.

ACOS: DSP Spend ÷ DSP Revenue.

Each metric includes:

Current value

YoY % change

PoP % change

Directional indicators (increase / decrease)

DSP eCPM and ROAS Trend

Purpose
Analyzes DSP efficiency and effectiveness trends by tracking changes in eCPM and ROAS over time, helping assess cost efficiency, return performance, and seasonality across daily, weekly, and monthly views.
How to Use This Report
Key Visuals Explained
Efficiency Monitoring: Track how DSP costs (eCPM) fluctuate over time and identify inflation or efficiency improvements.

Return Analysis: Evaluate ROAS trends to understand how effectively DSP spend is converting into revenue.

Short-Term Performance Review: Use daily and day-of-week trends to spot recent volatility or pacing issues.

Seasonality & YoY Context: Leverage monthly comparisons to understand how current performance compares to the previous year.
Avg. eCPM Over Time: Shows how DSP eCPM trends across the selected date range compared to the previous 14 days; drillable from month to day level and back up.

ROAS Over Time: Tracks ROAS performance over time with a previous-period comparison; drillable from month to day level and back up.

Day-of-Week Avg. eCPM Trend: Highlights cost efficiency patterns by day of the week.

Day-of-Week Avg. ROAS Trend: Identifies which days drive stronger or weaker DSP returns.

eCPM Monthly Trend: Compares average monthly eCPM for the selected year vs the previous year, including percentage change.

ROAS Monthly Trend: Compares monthly ROAS year over year with percentage change.

DSP Ads Tactics Analysis

Purpose
This report analyzes DSP performance by ad tactic, helping understand how different funnel stages (Awareness vs Consideration vs Conversion) contribute to spend efficiency, revenue, and customer acquisition.
How to Use This Report
Key Visuals Explained
Tactic-Level Performance Review: Use this report to understand how each DSP ad tactic (Awareness, Consideration, and Conversion) contributes to overall spend, revenue, and funnel progression.

Funnel Mix Assessment: Compare performance across Awareness, Consideration, and Conversion tactics to evaluate whether investment is aligned with full-funnel objectives.

Spend Allocation Assessment: Review spend distribution by tactic to identify over-investment in upper-funnel awareness or under-investment in lower-funnel conversion activity.

Revenue Contribution Analysis: Analyze which funnel stages are driving the majority of DSP-attributed sales and whether upper-funnel tactics are effectively supporting downstream revenue.

Efficiency Comparison: Use eCPM, CTR, DPVR, ROAS, and % NTB Purchases to compare efficiency across funnel stages and understand trade-offs between scale and efficiency.

Optimization Prioritization: Identify tactics to scale, maintain, optimize, or deprioritize based on YoY and PoP performance trends across funnel stages.
DSP Spends by Ad Tactics: Shows the percentage distribution of DSP spend across ad tactics, grouped by funnel stage (Awareness, Consideration, Conversion).

DSP Revenue by Ad Tactics: Displays how DSP-attributed revenue is distributed across funnel stages, highlighting which tactics contribute most to sales.

DSP Ad Tactics Performance - YoY: Provides tactic-level performance metrics with year-over-year percentage change across spend, revenue, and efficiency. Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Clicks, Impressions, ATC, Total Orders, and Total Units Sold, which can be toggled on or off based on analysis needs.

DSP Ad Tactics Performance - PoP: Shows tactic-level performance compared to the previous period to highlight short-term changes in spend, efficiency, and revenue contribution. Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Clicks, Impressions, ATC, Total Orders, and Total Units Sold, allowing users to customize the table view for deeper funnel or conversion analysis.

DSP Creative Type Analysis

Purpose
This report provides a creative-level view of DSP performance, helping users understand how different DSP creative formats (Display vs Video) contribute to spend, revenue, and overall funnel effectiveness. It enables evaluation of creative mix, performance efficiency, and engagement quality across upper- and lower-funnel objectives.
How to Use This Report
Key Visuals Explained
Creative Mix Review: Review how DSP spend is split between Display Orders and Video Orders to understand overall creative allocation.

Revenue Contribution Assessment: Compare revenue contribution by creative type to evaluate which formats are driving the most ad-attributed sales.

Performance Trend Analysis: Use YoY and PoP tables to identify performance shifts by creative format over time.

Upper-Funnel Effectiveness Evaluation: Analyze Video engagement metrics to assess awareness and consideration impact across DSP campaigns.

Optimization Prioritization: Identify creative types to scale, optimize, or deprioritize based on efficiency, revenue contribution, and NTB performance trends.
DSP Spend by Creative Type: Shows the percentage distribution of DSP spend across Display Orders and Video Orders.

DSP Revenue by Creative Type: Displays the share of DSP-attributed revenue generated by each creative type.

DSP Display Orders Performance - YoY: Provides year-over-year performance metrics for Display creatives, including cost, sales, efficiency, and NTB contribution.

Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, and Total Units Sold.

DSP Video Orders Performance - YoY: Shows year-over-year performance for Video creatives with a focus on engagement and upper-funnel effectiveness.

Default metrics include: Total Cost, Total Sales, eCPM, DPVR, % NTB Purchases, Video Starts, Video Midpoints, and VCR.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, and Total Units Sold, ROAS.

DSP Display Orders Performance - PoP: Compares Display creative performance versus the previous period to highlight short-term changes.

Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, and Total Units Sold.

DSP Video Orders Performance - PoP: Shows period-over-period performance changes for Video creatives.

Default metrics include: Total Cost, Total Sales, eCPM, DPVR, % NTB Purchases, Video Starts, Video Midpoints, and VCR.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, and Total Units Sold, ROAS.

DSP Video Creative Type Analysis

Purpose
This report provides a detailed view of DSP video performance by creative type, helping evaluate how different video formats (e.g., Prime Video, OLV, Streaming TV, Netflix, VCR) contribute to spend, revenue, engagement, and new-to-brand outcomes across the funnel.
How to Use This Report
Key Visuals Explained
Creative Mix Evaluation: Use this report to understand how DSP video spend and revenue are distributed across different video creative types.

Revenue Contribution Analysis: Identify which video formats are driving the majority of DSP sales and ROAS, and which formats are under-performing.

Funnel Performance Assessment: Compare awareness and consideration signals such as Video Starts, Video Midpoints, VCR, and DPVR across creative types.

Efficiency Benchmarking: Evaluate cost efficiency using eCPM and ROAS to determine which video creatives deliver the best return.

Optimization & Scaling Decisions: Use YoY and PoP trends to decide which video creative types to scale, maintain, test further, or deprioritize.
DSP Spend by Creative Type: Shows the percentage distribution of DSP video spend across different video creative formats.

DSP Revenue by Creative Type: Displays how DSP video-attributed revenue is split across video creative types, highlighting top revenue drivers.

DSP Video Orders Performance - YoY: Provides year-over-year performance comparison by video creative type across spend, sales, efficiency, and video engagement metrics.

Default metrics include: Total Cost, Total Sales, eCPM, DPVR, % NTB Purchases, Video Starts, Video Midpoints, and VCR.

Optional metrics available: Clicks, Impressions, ATC, Total Orders, Total Units Sold, CTR %, and ROAS -allowing users to customize the table based on traffic, engagement, or conversion-focused analysis.

DSP Video Orders Performance - PoP: Shows period-over-period performance changes to highlight short-term shifts in video creative effectiveness.

Default metrics include: Total Cost, Total Sales, eCPM, DPVR, % NTB Purchases, Video Starts, Video Midpoints, and VCR.

Optional metrics available: Clicks, Impressions, ATC, Total Orders, Total Units Sold, CTR %, and ROAS, enabling deeper analysis of recent performance movements.

DSP Order, Line Items and Creative Analysis

Purpose
Provides a detailed, drill-down view of DSP performance across Orders, Line Items, and Creatives to identify what’s driving spend and sales, evaluate efficiency (eCPM/ROAS/DPVR), and prioritize optimization opportunities based on engagement and NTB contribution.
How to Use This Report
Key Visuals Explained
Order-Level Performance Review: Use this report to evaluate DSP performance at the order level, helping identify which DSP orders are driving spend, sales, and efficiency outcomes.

Line Item Optimization: Analyze performance by line item to understand how different targeting strategies (contextual, audience, retargeting, video, etc.) contribute to overall results.

Creative Effectiveness Analysis: Review performance by creative to assess which creatives are generating stronger engagement, higher DPVR, and better ROAS.

Funnel Alignment Assessment: Compare performance across orders, line items, and creatives to ensure alignment with awareness, consideration, and conversion objectives.

Optimization Prioritization: Identify orders, line items, or creatives to scale, refine, pause, or restructure based on cost efficiency, sales impact, and NTB contribution.
DSP Orders Performance – PoP: Displays period-over-period performance at the order level, highlighting short-term changes in spend, sales, and efficiency.

Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, Total Units Sold, Video Start, Video Midpoint, and VCR.

DSP Line Items Performance – PoP: Shows period-over-period performance for DSP line items, enabling deeper analysis of targeting and delivery tactics.

Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, Total Units Sold, Video Start, Video Midpoint, and VCR.

DSP Creative Performance – PoP: Provides period-over-period performance by creative, helping evaluate which creatives are most effective across efficiency and engagement metrics.

Default metrics include: Total Cost, Total Sales, eCPM, CTR %, DPVR, ROAS, and % NTB Purchases.

Optional metrics available: Impressions, Clicks, ATC, Total Orders, Total Units Sold, Video Start, Video Midpoint, and VCR.

DSP Product Performance Analysis

Purpose
Provides a product-level view of DSP performance to understand how individual ASINs contribute to total sales, units, engagement, and new-to-brand outcomes, while distinguishing between Promoted and Brand Halo conversions.
How to Use This Report
Key Visuals Explained
Product-Level Performance Review: Use this report to evaluate how each advertised product performs in terms of sales, units sold, engagement, and NTB contribution.

Conversion Type Assessment: Compare Promoted vs. Brand Halo conversions to understand direct vs. indirect DSP impact.

Engagement Funnel Analysis: Review DPV and Add-to-Cart activity to identify where products gain or lose shopper interest.

Growth Opportunity Identification: Identify high-performing products to scale and underperforming products that may need creative, targeting, or budget adjustments.

Short-Term vs. Long-Term Trends: Use YoY and PoP views to distinguish sustained product growth from short-term fluctuations.
Total Sales Breakdown by Conversion Type: Shows how total DSP-attributed sales are split between Promoted and Brand Halo conversions.

Total Units Sold Breakdown by Conversion Type: Displays the distribution of units sold by conversion type to highlight volume drivers.

% NTB Purchases Breakdown by Conversion Type: Illustrates the share of new-to-brand purchases coming from Promoted vs. Brand Halo activity.

DSP Product Performance – YoY: Provides ASIN-level performance with year-over-year comparison across Total Sales, DPV, Add-to-Cart actions, Units Sold, and % NTB Purchases.

DSP Product Performance – PoP: Shows product-level performance compared to the previous period to highlight recent momentum or declines across sales, engagement, and NTB contribution.
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