商品和关键词指标
要了解指定广告活动的关键词和广告效果，您可以选择特定的【广告组】来查看商品推广活动的效果，或在【关键词】选项卡下查看品牌推广 活动的关键词效果指标。
商品推广广告指标
您可以在【广告】选项卡下查找这些商品推广广告指标。
曝光量
广告获得的曝光次数。
点击量
广告获得的点击次数。
支出
您在广告点击量方面的支出。
销售额
广告点击量带来的商品总销售额。
ACoS
广告成本销售比 (ACoS) 是指广告支出在广告带来的销售额中所占的百分比。ACoS = 总支出 ÷ 总销售额 x 100
关键词指标
对于品牌推广 或手动投放型商品推广活动，您可以在【关键词】选项卡下查找这些关键词指标。
匹配类型
品牌推广使用短语或精确匹配类型。
状态
| 广告活动状态 | 详情 | 建议 |
|---|---|---|
| 交付中 | 关键词符合在相应广告展示位展示的条件。 | 您可以在“广告活动管理”中观察关键词的长期效果，还可以下载广告活动绩效报告以便深入分析。了解更多有关广告活动绩效报告的信息。 |
| 已暂停 | 关键词被设为已暂停。 | 要启用关键词，请选择广告名称旁边的启用。 |
| 已存档 | 关键词被设为已存档。 | 此关键词将无法启用或暂停。 |
| 未批准 | 关键词限制。 | 仅适用于头条搜索广告。 |
| 等待审核 | 亚马逊正在审查关键词并将在获得批准后交付广告。 | 仅适用于头条搜索广告。 |
| 超出预算 | 广告活动的费用超出每日预算。此广告活动中的广告午夜之后方可再次显示（每日预算将在午夜时重置）。 | 做出以下更改之一：
注意： 广告活动预算上限目前仅适用于商品推广。 |
| 付款失败 | 您的付款方式（如信用卡、借记卡或存款）已停用、资金不足或最近进行了更改。 | 要更改您的付款方式，请前往设置 > 账户信息。在付款信息下，点击广告收费方式，编辑现有付款方式或添加新的付款方式。了解更多有关付款失败的信息。 |
预计赢单率
提供切实可行的百分比，表明您的关键词会获得多少符合要求的曝光量。
关键词竞价
此关键词能够引发广告时为点击量支付的最高金额。自定义关键词竞价将覆盖默认竞价。
曝光量
关键词获得的曝光次数。
点击量
广告获得的点击次数。
点击率 (CTR)
买家看到您的商品并进行点击的百分比，计算方法是点击量除以曝光量。
每次点击费用 (CPC)
为关键词点击量支付的平均金额，计算方法是总支出除以点击量。
支出
您为关键词点击量支出的总金额。
品牌推广 销售额
包括您推广的商品所产生的销售额，以及亚马逊和其他卖家通过您的广告活动而产生的您品牌的销售额。
广告成本销售比 (ACoS)
由广告活动产生的销售额在您的品牌销售总额中所占的百分比。反映您的广告活动为商品销售额带来的成效并提升品牌整体意识。ACoS = 总支出 ÷ 品牌总销售额 x 100
RoAS
广告支出回报率 (RoAS) 是将销售所得的美元金额除以广告支出的美元金额（销售额/广告支出）。它是 ACoS 的倒数，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，只能通过可下载的报告来使用 RoAS。
亚马逊官网原文详情：
Product and keyword metrics
To understand your keyword and ad performance for a given campaign, you can select a specific ad group to view performance for a Sponsored Products campaign, or review the keyword performance metrics under the Keywords tab for a Sponsored Brands campaign.
Sponsored Products ad metrics
You can find these Sponsored Products ad metrics under the Ad tab.
Impressions
The number of impressions the ad received.
Clicks
The number of times the ad was clicked.
Spend
How much you spent on clicks for the ad.
Sales
The total product sales generated from clicks on your ad.
ACoS
Advertising cost of sales (ACoS) is the percent of sales spent on advertising. ACoS = total spend ÷ total sales x 100
Keyword metrics
You can find these keyword metrics under the Keywords tab for Sponsored Brands or Sponsored Products campaigns with manual targeting.
Match type
Sponsored Brands use phrase or exact match types.
Status
Campaign Status Details Recommendations Delivering The keyword is eligible to show in ad placements. You can observe keyword performance over time in Campaign Manager, and download campaign performance reports for further analysis. Learn more about campaign performance reports. Paused The keyword is set to Paused. To enable your keyword, select Enable, located next to the ad name. Archived The keyword is set to Archived. The keyword cannot be enabled or paused. Not approved Moderation of keywords. Applies only to Sponsored Brands. Pending review Amazon is reviewing the keyword and will deliver ads once approved. Applies only to Sponsored Brands. Out of Budget The campaign has exceeded the daily budget. Ads in this campaign will not be shown again until midnight when the daily budget is reset. Make one of the following changes:
To change the Campaign daily budget, select the campaign name, and then select Campaign Settings.
To change or remove the Sponsored Products daily budget cap, go to all campaigns in Campaign Managerand select Advertising Settings.
Note: The campaign budget cap is only available for Sponsored Products at this time.
Payment Failure Your payment method (such as credit, debit, or deposit) was either deactivated, had insufficient funds, or was changed recently. To change your payment method, go to Settings > Account Info. Under Payment Information, click Charge Methods for Advertising to edit an existing payment method or add a new one. Learn more about payment failure.
Estimated win rate
Provides a realistic percentage of how many eligible impressions your keyword might receive.
Keyword bid
The maximum amount you will pay for a click when this keyword triggers your ad. Custom keyword bids will override default bids.
Impressions
The number of impressions the keyword received.
Clicks
The number of times the ad was clicked.
Click-through-rate (CTR)
The percentage of shoppers who see your and also click on it, calculated as clicks divided by impressions.
Cost-per-click (CPC)
The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks.
Spend
The total amount you have spent on clicks for a keyword.
Sponsored Brands sales
Includes sales made for products you have advertised as well as sales in your brand made by Amazon and other sellers as a result of your ad campaign.
Advertising Cost of Sales (ACoS)
The percentage of sales for your brand that were the result of your advertising campaign. Reflects how well your campaign results in product sales as well as raising overall awareness of your brand. ACoS = total spend ÷ total brand sales x 100
RoAS
Return on advertising spend (RoAS) divides the dollar amount produced in sales by the dollar amount spent on advertising (Sales / Advertising 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.
文章来源：亚马逊官方网站
