The DSP Campaigns screen does not look like the Sponsored Ads screens, and that is deliberate. It opens with a **Conversion Funnel** rather than a row of tiles, because display advertising is judged on the journey rather than on the click.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-dspcamp-explainer-c62340e4.mp4)

*Prefer to watch? Sixty-four seconds on the funnel, and reading the stage rates.*

## **The funnel**

![The DSP conversion funnel](/kb-assets/shot-b23-dspcamp-view-78e3ba.png)

Three stages, with volume at each:

**Detail Page Views → Add To Cart → Orders**

Beneath it, the totals — Impressions, Clicks, CTR, Sales, Spend, ACoS and ROAS — and three conversion rates that are the point of the whole screen:

| Rate | What it measures |
|---|---|
| **DPV → ATC** | of people who viewed the page, how many added to cart |
| **ATC → Orders** | of those, how many bought |
| **Overall CVR** | the whole journey, end to end |

## **Why the stage rates matter more than the totals**

A single ACoS figure tells you display was expensive. **The stage rates tell you where it went wrong**, and the two failures need opposite responses.

| Pattern | Diagnosis |
|---|---|
| **DPV high, DPV→ATC low** | you are buying the right *volume* and the wrong *audience*, or the detail page is not converting them |
| **ATC high, ATC→Orders low** | interest is real; price, availability or reviews are losing the sale |
| **Both healthy, ACoS still poor** | the targeting works — you are paying too much for it |

That last row is the one people misread. Good conversion with bad economics is a **bidding** problem, and cutting the campaign throws away targeting that was doing its job.

## **Why DSP should not be judged on ROAS alone**

Display works higher in the funnel than Sponsored Products. It reaches people who were not searching for you, which means:

**Attribution is 14 days**, not 7. A DSP campaign judged after three days has eleven days left to be credited.

**Some of its value lands elsewhere.** Someone who sees a display ad and later searches your brand converts through Sponsored Brands. DSP created the demand; another channel is credited with the sale.

That is why **detail page views** is a headline number here and not on the Sponsored Ads screens — it captures interest that has not yet become a purchase, which is most of what display does.

To see the effect properly you need AMC: [**Path to Purchase**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase) shows which sequences convert, and **Brand Keywords** shows upper-funnel spend driving branded search. See [**Understanding AMC Cloud**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-amazon-marketing-cloud-amc-insights).

## **The table**

Below the funnel, one row per DSP campaign — campaign name, **AGS**, ad sales, spend, impressions, clicks, ACoS and CPC. Standard Search, Filters, Manage Columns and Export.

Two behaviours differ from Sponsored Ads:

**DSP uses ACTIVE and INACTIVE**, not enabled and paused, and the default view shows **ACTIVE** only.

**DSP is a separate connection.** Having advertising connected does not give you DSP — see [**How to Connect Your Amazon Accounts**](https://kb.trackiq.com/hc/knowledge-base/articles/how-to-connect-your-amazon-accounts). An empty DSP section usually means it was never connected rather than that nothing ran.

## **Reading it week by week**

Daily display data is noisy, and the funnel compounds that — a small number of orders makes ATC→Orders swing wildly. Use **Week** for anything longer than a fortnight.

And do not compare DSP ACoS against Sponsored Products ACoS. Different windows, different job. See [**Why SP, SB and SD Numbers Don't Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up).

## **Related**

- [**DSP Metrics Explained: DPV, Add to Cart, NTB Purchases, CPA**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-metrics-explained) — the columns unique to display.
- [**DSP Technology: Device and Supply Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-technology) — where those impressions landed.
- [**Analyzing Your DSP Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/analyzing-your-dsp-performance) — the section overview.