Most of the columns in TrackIQ are standard Amazon advertising metrics, but a few look similar and mean different things. This page defines every one you will meet, grouped by where you will meet it.
Prefer to watch? Fifty-six seconds on the pairs people mix up.
Every reporting screen leads with the same shape: the figure, its trend, and its change against the previous period.
Spend and return
| Metric | What it is | Watch out for |
|---|---|---|
| Spend | What you paid Amazon for advertising in the period. | |
| Ad Sales | Sales Amazon attributed to an ad. | Not your total sales. |
| Total Sales | Everything you sold, advertised or not. | |
| ACoS | Spend ÷ Ad Sales, as a percentage. | Lower is better. |
| TACoS | Spend ÷ Total Sales. | Measures how much of the whole business is carried by ads. |
| ROAS | Ad Sales ÷ Spend. | The inverse of ACoS. Higher is better. |
ACoS and ROAS describe the same relationship from opposite ends. If your ACoS is 50%, your ROAS is 2.0. TACoS is the one worth watching over months: rising TACoS means you are buying a larger share of your own sales.
Traffic and conversion
| Metric | What it is |
|---|---|
| Impressions | Times your ad was shown. |
| Clicks | Times someone clicked it. |
| CTR | Click-through rate — clicks ÷ impressions. |
| CPC | Average cost per click. |
| Orders | Orders attributed to the ad. |
| Conversions | Attributed conversion events. |
| CR / CVR | Conversion rate. TrackIQ uses CR on the Sponsored Ads screens and CVR on the DSP screens; they answer the same question. |
| RPC | Revenue per click — ad sales ÷ clicks. Useful when comparing placements with very different click volumes. |
New-to-brand
These appear on the AMC Cloud dashboards and on the DSP screens.
| Metric | What it is |
|---|---|
| NTB Users | Shoppers who bought from your brand for the first time. |
| NTB % | Share of buyers who were new to the brand. |
| Repeat % | The remainder — people who had bought from you before. |
| NTB Purchases | Orders placed by first-time brand buyers. |
| NTB Sales | Revenue from those orders. |
| NTB Purchase Clicks | DSP only — clicks that led to a new-to-brand purchase. |
“New to brand” has a precise definition set by Amazon, not by TrackIQ, and it is time-bounded. The About this dashboard banner on each AMC dashboard states the exact window it is using — read it once per dashboard.
DSP funnel metrics
| Metric | What it is |
|---|---|
| DPV | Detail page views driven by the ad. |
| Add to Cart | Cart additions driven by the ad. |
| CPA | Cost per acquisition. |
DSP is an upper-funnel channel, so DPV and Add to Cart often matter more than immediate sales. A DSP campaign with weak ROAS and strong DPV is doing its job.
Search and rank
| Metric | What it is |
|---|---|
| Impression Share | Your impressions for a query as a share of the whole market's. |
| Click Share | The same, for clicks. |
| Cart Share | The same, for cart adds. |
| Purchase Share | The same, for purchases. |
| Organic Rank | Your position in unpaid search results. |
| Sponsored Rank | Your position among sponsored placements. |
| Visibility | How consistently a rank project's products appear across its tracked keywords. |
| BSR | Best Seller Rank, Amazon's category ranking. |
Ranks are positions, so lower is better. Rank 1 is the top of the results.
Inventory
| Metric | What it is |
|---|---|
| On Hand | Units available in fulfilment centres now. |
| Inbound | Units on their way to Amazon. |
| Reserved | Units allocated to orders or transfers. |
| Unfulfillable | Units Amazon cannot sell. |
| Daily Velocity (30D) | Average units sold per day over the last 30 days. |
| Days of Cover | On Hand ÷ Daily Velocity — roughly how long stock lasts. |
Days of Cover is the single most useful inventory number in the product. It turns a stock level into a deadline.
Three pairs people mix up
ACoS and TACoS. ACoS judges the advertising. TACoS judges the business. A campaign can have a fine ACoS while your TACoS quietly climbs.
Ad Sales and Total Sales. Ad Sales is a subset. Comparing spend against Total Sales gives TACoS; against Ad Sales gives ACoS.
CR and CVR. Same metric, different screens. Nothing is different about the calculation.
Related
- Understanding ROAS and Key Amazon Advertising Metrics — the advertising metrics in depth.
- DSP Metrics Explained: DPV, Add to Cart, NTB Purchases and CPA — the DSP-specific ones.
- What 'New to Brand' Actually Means — NTB, which is defined differently in different places.
- Why Sponsored Products, Brands and Display Numbers Do Not Simply Add Up — before you total anything.