DSP Ads Dashboard

👋 INTRODUCTION

DataHawk’s Ads DSP Dashboard is designed to provide advertising managers with comprehensive insights into their Amazon DSP (Demand-Side Platform) campaigns. It offers detailed reporting on advertising performance, campaign efficiency, and audience engagement metrics, enabling data-driven decision-making and campaign optimization.

In the following sections, we will explore the DSP Dashboard and its features in greater detail.

🔌 DASHBOARD REQUIREMENTS

To use the DSP Dashboard, you need to connect the following account to the DataHawk platform:

Amazon DSP Account

📕 GLOSSARY

METRICS

Impressions: Number of times your ads were displayed to users.
Clicks: Total number of times users clicked on your ads.
Gross Clicks: The total number of times the ad was clicked. This includes valid, potentially fraudulent, non-human, and other illegitimate clicks.
CTR (Click-Through Rate): Percentage of impressions that resulted in clicks. Formula: Clicks ÷ Impressions.
Detail Page Views: Number of detail page views occuring within 14 days of an ad click or view
Detail Page Views Rate: Detail page view rate for promoted products relative to the number of ad impressions. (DPV / Impressions = DPVR)
Total Cost: Total investment made in Amazon DSP advertising campaigns.
ECPM: The total cost per thousand impressions.
ECP Detail Page Views: Effective (average) cost to acquire a detail page view for a promoted product. (eCPDPV = Total cost / DPV)
Order Budget: The total amount of money that be consumed by a order (latest value)
Line Item Budget: The total amount of money that be consumed by a line item (latest value)
Sales: Total value of sales occurring within 14 days of an ad click or view.
Total Sales: Revenue generated as a direct result of the advertising campaigns.
New to Brand Product Sales: Sales of promoted products to new-to-brand shoppers attributed to an ad view or click.
Total New to Brand Sales: Sales of the brands’ products purchased by new-to-brand shoppers, attributed to an ad view or click.
Units Sold: Number of attributed units sold within 14 days of an ad click or view
Total Units Sold: Units of the brands' products purchased, attributed to an ad view or click.
RoAS (Return on Ad Spend): Revenue generated per dollar spent on ads. Formula: Total Sales ÷ Total Cost.
Purchases Count: Number of attributed conversion events occurring within 14 days of an ad click or view.
Purchase Rate: Rate of ad-attributed purchase events for promoted products, relative to ad impressions. (Purchase rate = Purchases / Impressions)

🧭 NAVIGATION

🗂️ MENU

Navigation options are shown as tabs in a menu on the left of the dashboard. Available tabs:

DSP Ads Report
Metrics Definition

On the DSP Ads Report page, you can refine and customize the displayed data using filters.

Filter Overview

Date Filters (Top-left):
- Select the desired date range for the metrics.
- Here you also choose Granularity (by Year/Quarter/Month/Week/Day by which all the timeline graphs will be displayed)
General Filters (Next to date filters):
- Advertiser: Choose the specific advertiser.
- Country: Select the country you want to focus on.
- Currency: Choose the currency for the displayed metrics.
Folder-Specific Filters (To the right of general filters):
- Order:
  - Filter by Order Name.
- Line Item:
  - Filter by Line Item Name.
  - Filter by Line Item Type.
- Creative:
  - Filter by Creative Type
  - Filter by Creative Name
  - Filter by Creative Size
- Custom:
  - Include options such as Audience, Type, Targeting Type, Category, etc.
  Important: To use custom filters, you must configure Parameters in the dashboard's Data Model.
Setting Up Custom Filters

To configure Custom Parameters:
1. Go to the Data Model settings:
  - Click on the three dots next to the Data Model.
  - Select Settings → Parameters.
1. Set the appropriate parameters for:
  - Categories: If the names of your Orders or Line Items contain specific terms that should act as categories, add those terms to the Category Parameter (separate multiple terms with commas).
    
    Example: If the term "Toys" appears in your Order name and you want it to be a category, add Toys to the Category Parameter.
  - Targeting Types: If terms in the names indicate a targeting type, add them to the Targeting Parameter accordingly.
  - Continue with all other parameters the same way.
  - If you do not need a particular parameter, simply leave it blank.
  Note:
  
  Parameters are case-sensitive and must match exactly what is used in the Order Name or Line Item Name.
  
  For example:
  - If the Order Name containsToys, you must enter Toys.
  - If the Order Name containsTOYS, you must enter TOYS.

📆 DATA HISTORY

Once you connect your account, the dashboard will initially load 90 days of your DSP Ads history.
Over time, the dashboard can import and display up to 1 year of data, provided you’ve been connected for at least 9 month

📈DATA VUSUALIZATIONS

The dashboard provides a variety of charts, tables, and visualizations to help you analyze your ad performance.

The first row table

displays key metrics for the selected time period:

Order Budget, Total Cost, Total Sales, Impressions, Clicks, eCPM, CTR, eCP DPV, DPVR, and Purchase Rate (CVR Clicks to Purchase).

The Bar and Line Chart provides a time-based visualization of key performance metrics:

Total Sales
Total Cost
ROAS (Return on Ad Spend)

You can adjust the time granularity (e.g., day, week, month) using the calendar control located at the top-left of the dashboard.

Budget Distribution

A 100% Stacked Bar Chart shows Budget by Line Item Type, giving you a clear view of how the budget is allocated across different line items.

Next block (Slicers and Vusalizations):

Top Row

100% Stacked Bar Chart:
- Controlled by the Metric Slicer and Legend Slicer (above).
- The Metric Slicer also affects the Pie Chart.
Pie Chart:
- Displays the selected metric (from the Metric Slicer) broken down by country.
- Not affected by the Legend Slicer.

Bottom Row

100% Stacked Bar Chart:
- Has its own Metric Slicer and Legend Slicer (above it).
- These slicers are independent of the top row, allowing compare different metrics/legends against each other.
Gauge Chart:
- Displays the percentage of New-to-Brand Product Sales relative to Total Sales.

Metrics by Category and Targeting Type

A table shows the main metrics broken down by Category and Targeting Type.

Explorer Section

The Explorer section provides flexible tools for in-depth analysis.

Custom Graph:
- Use the Metric 1 Slicer (Top Left) to select multiple metrics to display as bar charts on the Left Axis.
- Use the Metric 2 Slicer (Top Right) to choose one metric to compare against the others on the Right Axis.
Example: Compare Impressions and Clicks (Metric 1) against ROAS (Metric 2) to see how ad visibility relates to ROI.
Customizable Table:
- The Grouping Slicer allows you to group data by different dimensions (e.g., Year, Month, Advertiser Name).
- A Metrics Slicer (to the right) lets you select which metrics to display.

Predefined Summary Table

This table displays the main metrics grouped by:
- Advertiser
- Order Name
- Line Item Type
- Line Item Name
- Creative Type
- Creative Name

Report Template

Refer to this page to access the latest version of the Template.