How to step up your ad game with Amazon DSP Total Metrics

Are you familiar with Amazon DSP Total metrics? Do you use Display or Video formats for advertising your products? It might happen that your advertised product is not what customers are exactly looking for. Instead, they are more interested in some other product variation or type that you offer. For example, maybe you are advertising blue sneakers, but they want to buy them in red. Also, your ads might reach people who would buy some other products besides your advertised ASIN. 

Therefore, Amazon DSP metrics related to Total measurement help us better understand the effects and effectiveness of campaigns. Total in Amazon DSP reporting includes sales of your advertised ASIN and all other sales within your brand. 

For example, if you are advertising one coffee mug, one user could see or click on your ad and purchase that mug, but also, this user could buy two more coffee mugs from you, as shown below. 

By carefully tracking Amazon DSP Total metrics, it’s possible to understand better what campaign effects we are providing and how to use some products to drive more additional sales.

Further, you will see which Amazon DSP Total metrics exist and what they are telling us.

Amazon DSP Total Metrics Types

Through data analysis and comparison, it is crucial to understand the campaign’s effects on total sales. Total metrics give us a broader picture of campaign profitability, and if we reach high ROAS, the chances of achieving growth with an increase in the budget are higher. Following the Amazon DSP Total metrics, we can scale the campaign’s performance until the budget amount’s change no longer increases total sales.

Total DPV

Detail page view: How many times a person viewed or clicked your Amazon DSP ad and then visited your advertised ASIN’s product page or any other ASIN product detail page in your brand’s catalog.

Total PRPV

Product review page view: How many times a person viewed or clicked your Amazon DSP ad and then visited your advertised ASIN’s product review page or any other ASIN product review page in your brand’s catalog.

Total ATL

Added to list: How many times a person viewed or clicked your Amazon DSP ad and then added the advertised ASIN or any other ASIN product detail page in your brand’s catalog to a list like a wishlist or wedding registry.

Total ATC

Added to cart: How many times a person viewed or clicked your Amazon DSP ad and then added the advertised ASIN or any other ASIN product detail page in your brand’s catalog to their cart in Amazon.

Total Purchases

How many transactions of the advertised ASIN or any other ASIN product detail page in your brand’s catalog occurred after a user viewed or clicked your Amazon DSP ad.

Total new-to-brand purchases

How many transactions of the advertised ASIN or any other ASIN product detail page in your brand’s catalog occurred after a user viewed or clicked your Amazon DSP ad AND the user had not purchased previously.

Total percent of purchase new-to-brand

Total new-to-brand purchases divided by Total purchases.

Total units sold

Amount of sold units of the advertised ASIN or any other ASIN product detail page in your brand’s catalog during their purchase. In other words, a count of how many of the same promoted ASINs were purchased during the one transaction.

Total sales

The dollar value of the Total purchases after a user had viewed or clicked on your Amazon DSP ad.

Total ROAS

Total sales divided by Total cost.

Total ROAS (reconciled)

Total sales divided by Total cost (reconciled).

Total eRPM

Total sales per 1,000 impressions.

Total new-to-brand units sold

These are Total units sold to people who haven’t purchased the advertised product or any other ASIN from your brand catalog before.

Total new-to-brand product sales

These are sales from customers who haven’t purchased the advertised ASIN or any other ASIN from your brand catalog before.

Total new-to-brand ROAS

Total new-to-brand product sales divided by Total cost.

Total new-to-brand eRPM

Total new-to-brand product sales per 1,000 impressions

How to scale the sales with Amazon DSP Total metrics?

To capture more sales from week to week, we analyze performance in two ways–Regular purchases of advertised ASIN and Total purchases of all ASINs bought. The campaign profitability could be hidden behind the Total sales. It means that we should be careful since low ROAS could be the result for the advertised products, but Total ROAS could be even higher.  

Following and Testing

When the campaign starts, follow all the products and capture the changes in product metrics. Each display campaign brings awareness and consideration of your brand and store, not just the advertised product. It means that you should follow which products are selling more during the campaign period compared to the period before. By changes in conversion rates, you may detect which products are also sold and test them within the DSP campaign.

Segmenting

By segmenting campaign line items to audiences, devices, and network sources, we can conclude which targets perform better in what we advertised and what we have overall.

If we are capturing only assisted sales, maybe our product is not achieving considerable interest from customers, so we could test advertising other products or variations since they are mostly purchasing other ones. We can expect even better results if we are advertising what users are more interested in. 

These signals could tell you more about your audience targeting, their needs, and intent. By tracking Amazon DSP Total metrics, it’s possible to optimize campaigns and test different solutions to gain much better targeting and increase sales.

Sometimes the chosen product for Amazon DSP advertising is not so interesting for the selected audiences. Advertised variation is not so popular, or simply there is a much better option than the advertised product. No matter how we try to influence the customers to buy what we want to sell, their decision leads us to strategy changes and offering what they would rather buy.

To be more precise, the difference between Sales and Total product sales is acceptable as much as the advertised product is selling.

Conclusion

Our advice is to use all available Amazon DSP Total metrics to ensure that your campaign is profitable. Also, expand your sales not only for advertised products but for all the products from your inventory. Display campaigns are helping your brand to extend the user reach and increase visibility. While you are promoting one product, customers will be interested in other variations or products from your brand. 

Amazon DSP Total metrics will allow you to measure those effects and ensure that your campaign reaches the relevant audience and with the most purchasing potential. If you are ready to start with Amazon DSP or improve your Amazon advertising strategy, be sure to check our Amazon DSP service!

 About the author

Stevan is a PPC and Analytics specialist, with almost 4 years of experience in digital marketing, covering PPC, Analytics data analysis & implementation and SEO. Google and Amazon advertising certified. Loves to share his knowledge with younger colleagues.