广告活动指标

“广告活动管理”中提供详细的报告数据，您可使用这些数据分析您的广告支出，了解您的投资收益 (ROI)。前往【广告】 > 【广告活动管理】，查看您的所有活动信息。

在【广告活动】选项卡下，您将找到每个广告活动在选定时间范围内的以下指标一览。

预算

对于亚马逊商品推广广告，这是您每天愿意为广告活动支出的平均金额。对于品牌推广，这是您在广告活动生命周期内投入的最高金额，或每天为广告活动支出的金额上限。

支出

您花费在广告点击量上的费用。

销售额

对于亚马逊商品推广广告，这是您的广告点击量带来的商品总销售额。对于品牌推广 ，这是点击您广告之买家购买您品牌的商品产生的所有销售额，包括亚马逊和其他卖家销售您推广品牌的任何商品所产生的销售额。

ACoS

广告成本销售比 (ACoS) 是指广告支出金额占广告带来的销售额的百分比。ACoS = 总支出 ÷ 总销售额 x 100

RoAS

广告支出回报率 (RoAS) 是用销售所得的美元金额除以广告支出的美元金额（总销售额/总支出）。它是 ACoS 的反向概念，因此 RoAS = 1/ACoS。与 ACoS 不同的是，RoAS 由一个数字表示，可将其解释为指数（倍数）而非百分比。RoAS = 总销售额 ÷ 总支出。目前，您只能通过可下载的报告查看 RoAS。

销售归因

买家点击您的一则广告时，我们会在登记这些点击之后追踪其活动，因为他们可能会再回来购买之前点击过的商品。统计点击后交易量的时间段被称作“归因时段”。商品推广的标准归因时段是 7 天，而品牌推广 的归因时段是 14 天。如果买家在归因时段内再次浏览并购买了您的商品，则该笔交易将计入销售数据中。

注意： 对于参加商品推广的商品，您可以下载广告活动绩效报告，查看其在 1-30 天的归因时段内的情况。

例如，如果买家在 1 月 29 日点击您的商品推广广告，并在 2 月 3 日购买此商品，则此订单的生成日期是在点击广告之后的第 5 天，可以计入总销售额。

如果今天是 2 月 5 日，那么“本月累计”时间范围的数据将不包含 1 月份点击量带来的销售数据，但“上月”时间范围会包含此销售数据。

 亚马逊官网原文详情：

Campaign metrics

Campaign Manager provides detailed reporting data that you can use to analyze your ad spend and understand your return on investment (ROI). Go to Advertising > Campaign Manager for an overview of all of your campaigns.

Under the Campaigns tab, you will find a summary of the following metrics for the selected time range for each campaign.

Budget

For sponsored product ads, it is the average amount you are willing to spend on your campaign per day. For Sponsored Brands, it is the maximum amount for the lifetime of your campaign, or a capped amount to spend per day on your campaign.

Spend

The amount you have spent on clicks on your ads.

Sales

For sponsored product ads, it is the total product sales generated from clicks on your ads. For Sponsored Brands, all purchases for your brand's products made by shoppers who clicked on your ad, including sales of any product in your advertised brand made by Amazon and other sellers.

ACoS

Advertising cost of sales (ACoS) is the percentage of sales spent on advertising. ACoS = total spend ÷ total sales x 100

RoAS

Return on advertising spend (RoAS) divides the dollar amount produced in sales by the dollar amount spent on advertising (total sales / total spend). It is simply an inverse of ACoS, so RoAS = 1/ACoS. Unlike ACoS, it is represented as a number that is interpreted as an index (multiplier) rather than %. RoAS = total sales ÷ total spend. Currently RoAS is only available through downloadable reports.

Sales attribution

When a shopper clicks one of your ads, we track their activity after the click is registered in case the shopper comes back to purchase a product they clicked on previously. The time period for measuring purchases after a click is called an attribution window. The standard attribution window for Sponsored Products is 7 days while the attribution window for Sponsored Brands is 14 days. If a shopper returns to your product and purchases it within the attribution window, that sale will be included in your sales data.

Note: For Sponsored Products, you can view attribution windows of 1-30 days by downloading a Campaign Performance report.

For example, if a shopper clicks your Sponsored Products ad on January 29 and purchases the product on February 3, this order occurred 5 days after the click on your ad and would be counted in your sales total.

If the current date is February 5, a month-to-date time range would not include the sales data for clicks generated in January, but a last-month time range would include this sales data.

 文章来源：亚马逊官方网站