报告

对于商品推广和品牌推广,可下载的报告会显示账户级别的数据(不包括已取消订单)。

报告可以在【可下载的报告】部分中生成。请注意,报告下载后无法删除。

  • 商品推广报告包括:定位报告、已推广商品报告、已购买商品报告、搜索词报告、广告位报告、广告活动报告和“按时间查看效果”报告。

  • 品牌推广报告包括:关键词报告、关键词广告位报告、广告活动报告、搜索词报告和广告活动广告位报告。

注意: “广告活动管理”和广告报告中的信息可能会变动。以下情况会导致信息变动:当我们从您的指标中删除无效点击,以免您为这些点击付费时。

定位报告和关键词报告

通过定位(商品推广)和关键词(品牌推广)报告,您可以了解至少展示了一次的所有广告活动中目标的销售额和业绩指标。您可以使用这些报告查看目标和关键词在一段时间内的效果,这可以帮助您调整竞价并扩大目标。

我们提供最近 90 天自定义日期范围内的定位报告和关键词报告。

已推广商品报告

通过已推广商品报告,您可以了解至少展示了一次的所有广告活动中推广的 ASIN 的销售额和业绩指标。您可以使用此报告查看广告在一段时间内的效果,进而确定是否需要调整广告策略

我们提供最近 90 天自定义日期范围内的已推广商品报告。

已购买商品报告

已购买商品报告提供有关买家在点击广告后购买的未推广 ASIN 的详细信息。此报告可以帮助您找到新的推广机会,并了解买家在购买哪些商品。

我们提供最近 60 天自定义日期范围内的已购买商品报告。

搜索词报告

通过搜索词报告,您可以了解买家在亚马逊上搜索时输入的带来至少一次点击的搜索词。您可以使用此报告来识别买家使用的效果出色的搜索词,并将不符合您目标的搜索词创建为否定关键词

我们提供最近 60 天自定义日期范围内的搜索词报告。

注意: 在该报告的“买家搜索词”列中,除了“手机壳”这类较为传统的搜索词之外,您可能还会看到诸如“b00ipgvvz4”的字母数字条目。这些字母数字条目对应于 ASIN 和展示您广告的相关商品详情页。您只能看到作为自动定位广告活动的买家搜索词列出的 ASIN 相关条目。目前,您无法通过否定关键词来屏蔽 ASIN,也无法针对手动定位广告活动中的 ASIN 竞价。

广告位报告

通过广告位报告,您可以了解与位于所有其他广告位的广告活动相比,位于搜索结果顶部的广告活动效果如何。您可以使用此报告了解不同广告位的效果,还可以确定能从“根据广告位调整竞价”获益的商品推广活动。详细了解“根据广告位调整竞价”功能

我们提供最近 90 天自定义日期范围内的广告位报告。

“按时间查看效果”报告

“按时间查看效果”报告会显示您的所有商品推广活动的点击量、每次点击费用 (CPC) 和支出。您可以使用此报告了解您的总支出和业绩。

我们提供最近 90 天自定义日期范围内的“按时间查看效果”报告。

广告活动报告

使用广告活动报告可以更好地了解广告活动的整体效果。

对于品牌推广,我们提供最近 60 天自定义日期范围内的广告活动报告。对于商品推广,我们提供最近 18 个月自定义日期范围内的广告活动报告。

关键词广告位报告

使用关键词广告位报告可以更好地了解关键词在不同广告位中的效果。

我们提供最近 90 天自定义日期范围内的关键词广告位报告。

广告活动广告位报告

使用广告活动广告位报告可以更好地了解广告活动在不同广告位中的效果。

我们提供最近 90 天自定义日期范围内的广告活动广告位报告。


 亚马逊官网原文详情:

Reports

Downloadable reports show account level data, excluding canceled orders, for Sponsored Products and Sponsored Brands.

Reports are available to be generated in the downloadable reports section. Note that you're unable to delete reports after they've been downloaded.

  • Sponsored Products reports include: targeting report, advertised product report, campaign report, search term report, placement report, and performance over time report. Amazon sellers also have access to the purchased product report.

  • Sponsored Brands reports include: keyword report, keyword placement report, campaign report, search term report, and the campaign placement report.

Note: Information in the campaign manager and advertising reports may fluctuate. This occurs when we remove invalid clicks from your metrics so you will not be charged for.

Targeting report and keyword report

Targeting (Sponsored Products) and keyword (Sponsored Brands) reports provide insights into sales and performance metrics for targets in all campaigns that received at least one impression. You can use these reports to see how your targets and keywords are performing over time, which can help you adjust your bid and expand your targets.

Targeting reports and keyword reports offer a custom date range of the last 90 days.

Advertised product report

Advertised product reports provide insights into sales and performance metrics for your advertised ASINs in all campaigns that received at least one impression. You can use this report to see how your ads are performing over time to help you determine if you need to change your advertising strategy.

Advertised product reports offer a custom date range of the last 90 days.

Purchased product report

Purchased product reports provide details on the non-advertised ASINs a shopper purchased after clicking on your ad. This report can help you find new advertising opportunities and get insight into what shoppers are buying.

Purchased product reports offer a custom date range within the last 60 days.

Search term report

Search term reports give visibility into the search terms entered by shoppers searching on Amazon that resulted in at least one click. You can use this report to identify high performing searches from shoppers and to create negative keyword or product targets for search terms that don’t meet your goals.

Search term reports offer a custom date range of the last 65 days and are also available as a tab in the campaign manager for Sponsored Products campaigns.

Note: In the Customer Search Term column of the report, you may notice alphanumeric entries such as “b00ipgvvz4” in addition to more traditional search terms such as “phone case”. These alphanumeric entries correspond to ASINs and the related product detail page on which your ad displayed. You'll only see ASIN-related entries listed as customer search terms for your automatic-targeted campaigns. You can't block ASINs through negative keywords, or bid for ASINs in manually-targeted campaigns.

Placement report

The placement report provides visibility into the performance of a campaign on top of search compared to all other placements. You can use this report to get insights into your performance across different placement types, and identify Sponsored Products campaigns that could benefit from adjusting bids by placement. Learn more about the adjust bids by placement feature

Placement reports offer a custom date range of the last 90 days.

Performance over time report

The performance over time report shows the clicks, cost per click (CPC) and spend for all of your Sponsored Product Campaigns. You can use this report to understand your overall spend and performance.

Performance over time report offer a custom date range of the last 90 days.

Campaign report

Use the campaign report to get better insight into the overall performance of your campaign.

For Sponsored Brands, campaign reports offer a custom date range of the last 60 days. For Sponsored Products, campaign reports offer a custom date range of the last 18 months

Keyword placement report

Use the keyword placement report to get better insight into your keyword performance across different placement types.

Keyword placement reports offer a custom date range of the last 90 days.

Campaign placement report

Use the campaign placement report to get better insight into your campaign performance across different placement types.

Campaign placement reports offer a custom date range of the last 90 days.

 文章来源:亚马逊官方网站