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.

[Watch the metrics overview](https://kb.trackiq.com/kb-assets/kbvideo-glossary-explainer-d8892a0a.mp4)

*Prefer to watch? Fifty-six seconds on the pairs people mix up.*


![The headline metric tiles](/kb-assets/shot-ads-kpis-bee9d3.png)

*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**

![The inventory summary tiles](/kb-assets/shot-inv-kpis-f47134.png)

| 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**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-roas-and-key-amazon-advertising-metrics) — the advertising metrics in depth.
- [**DSP Metrics Explained: DPV, Add to Cart, NTB Purchases and CPA**](https://kb.trackiq.com/hc/knowledge-base/articles/dsp-metrics-explained) — the DSP-specific ones.
- [**What 'New to Brand' Actually Means**](https://kb.trackiq.com/hc/knowledge-base/articles/what-new-to-brand-means) — NTB, which is defined differently in different places.
- [**Why Sponsored Products, Brands and Display Numbers Do Not Simply Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up) — before you total anything.