Every Amazon DSP screen in TrackIQ — Campaigns, Ad Groups, Creatives, Audience, Products, Technology, Geography and Inventory — carries the same column set. Several of those columns exist nowhere else in the product, because DSP is measured differently from Sponsored Ads.

[Watch the DSP metrics walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-dsp-metrics-explainer-bf82d086.mp4)

*Prefer to watch? Fifty-eight seconds on the columns unique to display.*

![The DSP campaigns screen](/kb-assets/doc-dsp-campaigns-b7f10eea.png)

## **The familiar columns**

**Ad Sales**, **Spend**, **Impressions**, **Clicks**, **ACoS**, **ROAS**, **CTR**, **CPC** and **Orders** mean exactly what they mean on the Sponsored Ads screens.

![The DSP campaigns table](/kb-assets/shot-dsp-table-5f1df8.png)

## **The DSP-only columns**

| Column | What it counts |
|---|---|
| **DPV** | Detail page views driven by the ad — people who went and looked at the product. |
| **Add to Cart** | Cart additions driven by the ad. |
| **NTB Purchase Clicks** | Clicks that ended in a purchase by a shopper new to your brand. |
| **NTB Purchases** | Purchases by shoppers new to your brand. |
| **CPA** | Cost per acquisition. |
| **CVR** | Conversion rate. The Sponsored Ads screens call the same metric **CR**. |

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

![The DSP conversion funnel](/kb-assets/shot-dsp-funnel-4eea63.png)

Sponsored Products meets demand that already exists: someone searches, you appear, they buy. DSP mostly does the opposite — it puts your product in front of people who were not looking for it.

That changes what good looks like. A DSP campaign that generates a large number of detail page views and cart adds is working, even when the ROAS on the same row looks poor against a Sponsored Products campaign. The purchase often happens later, through a different route, and gets credited elsewhere.

So read the funnel across, not just the last column:

1. **Impressions** → did it reach people?
2. **DPV** → did enough of them care to look?
3. **Add to Cart** → did the listing convince them?
4. **NTB Purchases** → did it bring in people you did not already have?

A campaign that drops off sharply between DPV and Add to Cart has a listing problem, not a targeting problem. One that reaches plenty of people but generates few detail page views has the reverse.

## **NTB is the number that justifies the channel**

If DSP is doing the job it exists for, its **NTB Purchases** should be a high proportion of its purchases — higher than your Sponsored Products campaigns manage. That is the case for running it: it buys customers rather than orders.

To see that comparison properly, the **AMC Cloud** dashboards break new-to-brand performance down across every channel at once.

## **The eight DSP screens**

Each one applies the same columns to a different dimension:

| Screen | Groups performance by |
|---|---|
| **Campaigns** | campaign |
| **Ad Groups** | ad group |
| **Creatives** | individual creative |
| **Audience** | audience segment |
| **Products** | product |
| **Technology** | device |
| **Geography** | location |
| **Inventory** | where the ad ran |

## **Related**

- [**Analyzing Your DSP Performance**](https://kb.trackiq.com/hc/knowledge-base/articles/analyzing-your-dsp-performance) — the screen these appear on.
- [**What 'New to Brand' Actually Means**](https://kb.trackiq.com/hc/knowledge-base/articles/what-new-to-brand-means) — NTB, which DSP counts its own way.
- [**Glossary: ACoS, TACoS, ROAS, NTB and Every Other Column**](https://kb.trackiq.com/hc/knowledge-base/articles/glossary-of-trackiq-and-amazon-metrics) — every other column.