Advertising data goes wrong in a way sales data does not: it is usually **not missing at all**. It is filtered out, still accruing, or being compared against something it was never going to match.

Work down this list in order. The first three explain most of it.

[Watch the diagnosis walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-ad-data-explainer-3b1447d4.mp4)

*Prefer to watch? Sixty seconds on the three causes that explain most of it.*

## **1. Only enabled campaigns are shown by default**

This is the single most common cause of “half my campaigns vanished”, and it is not a fault.

![Active filters appear as chips above the table](/kb-assets/shot-ads-table-c38348.png)

Tables default to **enabled** entities. Paused and archived campaigns exist and keep their history — they are simply not in the default view.

Change the state filter to include paused and archived, and your missing campaigns reappear with their numbers intact. If you are asking **Aria**, say so explicitly: *“including paused and archived”*.

**Filters also persist between sessions.** A filter you set last week is still applied today, and active filters show as chips above the table. If there are chips, clear them before concluding anything.

## **2. The last two weeks are still filling in**

Amazon credits a sale back to an advertisement after the click, within a window:

| Ad type | Attribution window |
|---|---|
| **Sponsored Products** | **7 days** |
| **Sponsored Brands** | **14 days** |
| **Sponsored Display** | **14 days** |
| **Amazon DSP** | **14 days** |

So any period covering the last fortnight is **incomplete by design**. Sales attributed today can be added to a click from eleven days ago, which means yesterday's figure can legitimately be higher tomorrow.

**The practical rule:** a Sponsored Brands campaign three days old has eleven days left to accumulate sales. Judging it today makes it look far worse than it is. For a figure that will not move, use a period that closed more than a fortnight ago.

## **3. You are comparing ad sales against total sales**

**Ad Sales** is what Amazon attributed to an advertisement. **Total Sales** is everything you sold.

Comparing an advertising report against a sales report compares a subset against the whole, and the gap is not an error — it is your organic business.

![Ad sales and total spend are reported as separate figures](/kb-assets/shot-ads-kpis-bee9d3.png)

The same confusion produces the other frequent question: *“why does my ACoS not match?”* ACoS uses ad sales; TACoS uses total sales. They are different questions, and both are correct. See [**Understanding ROAS and Key Amazon Advertising Metrics**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-roas-and-key-amazon-advertising-metrics).

## **4. Advertising is a separate connection**

Connecting your Seller account does **not** connect advertising. They are separate authorisations, and each has its own last-synced time.

![Each source shows when it last synced](/kb-assets/shot-conn-detail-c876cc.png)

**Settings → Connections.** If the advertising timestamp is days old while sales is current, that connection has expired — the symptom is a timestamp that stops advancing, not an error message.

Note also that **advertising data lands later than sales data** even on a healthy connection. A recent day looking thin on ads while sales look fine is normal.

See [**Fixing a Broken or Expired Amazon Connection**](https://kb.trackiq.com/hc/knowledge-base/articles/fixing-a-broken-or-expired-amazon-connection).

## **5. SP, SB and SD do not simply add up**

If your per-type figures look right but the total looks wrong, this is why.

A combined total blends a 7-day window with two 14-day windows. It is a reasonable figure for **how big** each channel is, and a misleading one for **how efficient** — Sponsored Brands has twice as long to be credited with a conversion, so its ACoS flatters it against Sponsored Products.

**Compare like with like:** SP against SP, SB against SB. 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).

## **6. Check the brand and the marketplace**

Every screen is scoped to the brand in the top bar and the marketplace you have chosen. A campaign that exists in one marketplace will not appear while you are looking at another.

## **When the trend chart drops off a cliff at the right-hand edge**

![The last days of any trend are still accruing](/kb-assets/shot-ads-trends-bfc2fc.png)

Almost always reporting, not trading. Two causes, in order of likelihood: **attribution windows still open**, and **advertising data landing later than sales**.

Before acting on it, look at the same chart tomorrow. A genuine collapse is still there; a reporting artefact has filled in.

## **Still wrong?**

If none of the six applies, it is worth reporting. Three details make it diagnosable straight away:

1. **The brand** and **marketplace**
2. **The exact date range**
3. **The ad type** — and whether paused and archived were included

A screenshot showing the date control and any filter chips answers most of that in one image.

## **Related**

- [**Why Do My Numbers Not Match Seller Central?**](https://kb.trackiq.com/hc/knowledge-base/articles/why-dont-my-numbers-match-seller-central) — when it is a mismatch, not a gap.
- [**Turning Brand Sync On and Off**](https://kb.trackiq.com/hc/knowledge-base/articles/turning-brand-sync-on-and-off) — the silent one.