Forty questions worth asking, grouped by what you are trying to decide. Copy one, swap in your own product or period, and adjust from the answer.
They are written the way Asking Aria a Good Question recommends — a measure, a threshold, a period, and a decision. Some need data that starts at PRO; those are marked.
Prefer to watch? Sixty-three seconds on how the library is grouped, and the one question worth running weekly.
Monday morning: what changed?
- What changed most in the last 7 days versus the 7 before, and why?
- Which products gained or lost the most revenue week over week?
- Which campaigns moved most in spend last week, up or down?
- Did anything go out of stock in the last week?
- Summarise last week in five bullet points I could send to my team.
Advertising: where is the money going?
- Which campaigns had ACoS above 40% in the last 30 days, ranked by spend?
- Where am I spending the most with the least return this month?
- Which campaigns spent money and produced no orders in the last 14 days?
- What is my ACoS this month versus last, by ad type?
- Which keywords cost the most per order in the last 30 days?
- Show my daily spend and ad sales for the last 30 days.
- Which campaigns should I cut budget on this month, and why?
- Which campaigns are converting well enough that I should spend more?
- What is my TACoS trend over the last six months?
- Which search terms are converting that I have no keyword for?
Products: what is working?
- What were my ten best-selling products last month by revenue?
- Which products have the highest conversion rate, and the lowest?
- Which products lost the most revenue this month versus last?
- Show sessions and conversion for ASIN X, last 14 days versus the 14 before.
- Which products have sessions but almost no orders?
- Which of my categories grew fastest last quarter?
Inventory: what will stop me?
- Which products have under 21 days of cover?
- What is forecast to run out in the next two weeks?
- Which products are out of stock right now?
- Which products am I still advertising that will run out this month?
- Which products have the most stock and the slowest sales?
Question 25 is the one worth running weekly. No single screen answers it — it joins advertising to inventory, which is exactly the class of question Aria exists for.
Search and rank (SQP needs PRO)
- Which queries do I convert on but have no keyword for?
- Where do I rank for my top ten keywords, and what moved this week?
- Which of my keywords dropped out of the top 10 this week?
- Which queries have high click share but low purchase share for me?
- What are the highest-volume queries where my impression share is under 10%?
- How has my purchase share moved week over week for my top query?
Question 30 is a diagnosis in one line: winning the click and losing the sale points at the listing, not the bid.
New customers (AMC needs PRO)
- Which products bring in the most new-to-brand customers?
- Which campaigns drive the highest share of new-to-brand purchases?
- How long do customers take to buy after first seeing an ad?
- Which products do customers buy together?
Reconciling and sense-checking
- Why is my ad sales figure lower than my total sales?
- How fresh is my data, by source?
- What is my organic versus paid split this month?
- Show my ACoS by ad type for a period that closed a month ago.
Question 40 exists for a reason: the last fortnight is still accruing, so a closed period is the only fair comparison across ad types. See Why SP, SB and SD Numbers Don't Add Up.
Getting more out of these
Add your own threshold. “Above 40%” should be your target, not a round number from a list.
Say the state. Only enabled campaigns are counted unless you ask for paused and archived too.
Follow up rather than restart. Once you have a list, “now show spend and orders for those” works without renaming anything.
Pin the ones you repeat. Any question here that becomes a weekly habit belongs in a Studio or a scheduled Business Report — not because asking costs anything, but because a pinned view is waiting for you and stays consistent week to week.
Ask in Slack when you are not in the app. The same questions work from a DM or a channel — see Chatting With Aria in Slack.
Related
- Asking Aria a Good Question — the pattern these are built on.
- What Aria Can and Cannot Answer — where the boundary is.
- What's Included in Each Plan — which of these your plan can reach.