Master Vendor Dashboard

👋 INTRODUCTION

DataHawk’s Vendor Dashboard aims to deliver valuable reporting insights to Vendor Central managers, covering various aspects such as advertising, traffic, sales, and operational areas like inventory and purchase orders. It also covers Share of Voice analysis. In the following sections, we will explore the Vendor Central Dashboard and its key features in greater detail.

🔌 DASHBOARD REQUIREMENTS

To fully leverage the dashboard, the following accounts need to be connected on the DataHawk platform:

• Vendor Central account
• Advertising account

📕 GLOSSARY

NAVIGATION

• bps: absolute change in percentage, contribution to total/change. 100 bps = 1 percentage point.
• PoP: period over period. Relative difference of measure between two consecutive periods. If you select a Monthly view, it means Month over Month (MoM), and if you select a Weekly view, it means Week over Week (WoW). PoP can be expressed in absolute value (PoP Abs) or percentage (PoP %).
  • If PoP Abs is blank or 0, it means that there was no change between the two compared periods.
  • If PoP % is blank, it means that we do not have a value for the previous. If PoP % is 0, it means that there was no change between the two compared periods.
• YoY: relative difference of measure in selected period vs last year’s same period. Example: January 2024 vs January 2023
• SB: Sponsored Brand (Ads)
• SD: Sponsored Display (Ads)
• SP: Sponsored Product (Ads)

METRICS

Traffic

• Glance Views: Glance views (GVs) measure customer traffic and are defined by the number of views to the product detail page.
  • GVs are calculated at the ASIN-level, and only when Retail is the featured seller
  • It is possible to have Ordered Units with no Glance Views in some scenarios (automatic repurchasing, one-click purchase…)
    • It is possible to see Glance Views = 0 or Glance Views = null
      • Glance Views = 0 means that there has been a sales-related event on the same period
      • Glance Views = null means that there hasn’t been any sales-related event on the same period
• Conversion: Percentage of visitors to a product detail page (Glance Views) who end up purchasing the product (calculated with Shipped Units)

Sales

• Shipped Revenue: Revenue generated by a customer order at the time of shipment
• Shipped COGS: brand's actual revenue, price paid to the vendor for products multiplied by the number of units ordered
• Shipped Units: Quantity of units shipped to customers
• ASP: Average Selling Price
• Sellable OH Inventory: value of units available for sale through the vendor platform, counted for the last day of the period. When aggregated, the latest value of the period is displayed.
• Sellable OH Inventory Units: number of units available for sale through the vendor platform, counted for the last day of the period. When aggregated, the latest value of the period is displayed.
• Net Received: The net value of received inventory
• Net Received Units: The total number of units received
• Open PO Qty: Quantity of open purchase orders against an item. When aggregated, the latest value of the period is displayed.
• Proc OOS %: Procurable Product Out of stock rate on all products that are procurable
• Customer Returns: The number of units returned. Customer returns are applied to ordered revenue based on the original date of sale
• Return Rate: Percentage of returns from total shipped revenue of a product
• Ordered Units: The total number of units from customer orders, regardless of whether the products have been shipped or not
• Ordered Revenue: The total amount of money earned from customer orders, regardless of whether the products have been shipped or not
• Net PPM %: Net Product Profit Margin, expressed in percentage.

Inventory

• Aged 90+ Days Sellable Inventory Units: Number of units that is at least 90 days old and in sellable condition on the last day of the selected time frame. When aggregated, the latest value of the period is displayed.
• Aged 90+ Days Sellable Inventory Cost Amount: Cost of inventory that is at least 90 days old and in sellable condition on the last day of the selected time frame. When aggregated, the latest value of the period is displayed.
• Average Vendor Lead Time Days: Time (in days) from when the vendor receives a purchase order from Amazon, to when inventory is received in a fulfillment center. When aggregated, the average of the period is displayed.
• Net Received Inventory Cost Amount: Net amount received by Amazon after subtracting the amount returned to the supplier in the selected time frame. When aggregated, the sum of the period is displayed.
• Open Purchase Order Units: Number of units included in the vendor's open purchase orders. For example, confirmed purchase order quantities that are not yet received. When aggregated, the latest value of the period is displayed.
• Procurable Products Out of Stock Rate: Out of stock (OOS) rate on all products that are procurable. Procurable Product OOS = OOS Glance Views (GVs) on Procurable ASINS / Total GVs. Procurability refers to whether Amazon is able to obtain an ASIN from a vendor without a purchase order delay. When aggregated, the value of the period is displayed.
• Receive Fill Rate: Purchase order units received by Amazon in comparison to purchase order units confirmed by the vendor. The fill rate here applies only to procurable ASINs. Fill Rate = received quantity / confirmed quantity. When aggregated, the average for the latest value of the period is displayed.
• Sellable On Hand Inventory Cost Amount: Cost of inventory in Amazon fulfillment centers that is in sellable condition. When aggregated, the latest value of the period is displayed.
• Sellable On Hand Inventory Units: Number of units in Amazon fulfillment centers that is in sellable condition. When aggregated, the latest value of the period is displayed.
• Unfilled Customer Ordered Units: Number of units ordered (or pre-ordered), but not shipped yet. When aggregated, the latest value of the period is displayed.
• Unsellable On Hand Inventory Cost Amount: Cost of inventory in Amazon’s fulfillment center(s) classified as having sufficient damage to render them unsuitable for sale upon arrival at their facilities. When aggregated, the latest value of the period is displayed.
• Unsellable On Hand Inventory Units: Number of units in Amazon’s fulfillment center(s) classified as having sufficient damage to render them unsuitable for sale upon arrival at their facilities. When aggregated, the latest value of the period is displayed.
• Vendor Confirmation Rate: Describes the confirmation rate of placed Purchasing Orders in %. Confirmation Rate = Accepted Quantity ÷ Quantity submitted by Amazon. When aggregated, the average of the latest values of the period is displayed.

Ads

• Ad Spend: Total amount spent on advertising campaigns
• Ad Sales: Total revenue generated from sales attributed to advertising campaigns
  • Ad Sales Same SKU: Total revenue generated from sales of the same product
  • Ad Sales Other SKU: Total revenue generated from sales of other products
• Ad Sales Ratio: Percentage of ads-generated shipped COGS
• Impressions: Number of times the ad is displayed to users
• RoAS: Return on Ad Spend, calculated as attributed sales/ad spend and expressed as currency. RoAS is the inverse of ACoS
• ACoS: Advertising Cost of Spend, ad spend/attributed sales, expressed as percentage
• CVR: Conversion Rate, Clicks/Ad Sales
• CTR: Click-Through Rate, Clicks/Impressions

Search

• Organic Share of Voice: SoV measures how much a brand appears in search results for specific keywords. It is calculated as the ratio of a brand's rank-weighted voice to the total rank-weighted voice for a given keyword.
  • Share of Voice is calculated at Brand-level.
  • SoV is displayed at monthly level, calculated by aggregating daily data.
  • SoV depends on the set of tracked keywords, which can change over time. Considering the tracking date is important for accurate interpretation.

🧭 NAVIGATION

🗂️ MENU

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

• 👔 Executive Report
• 🚗 Traffic
• 🛒 Sales
• 📢 Advertising
• 📦 Inventory Snapshot
• 🔍 Search
• 🗺️ Explorer
• 📄 Imported Product Catalog

Most tabs can be displayed in both monthly and weekly formats, constructed by aggregating daily data whenever feasible. To switch between time periods, use the Month Year/Start of Week buttons located in the top left corner of the screen.

Each tab comes with additional controls situated at the top, enabling you to customize the reporting period and other report components. You have the option to choose between the current reporting month or week, you can select the Vendor Accounts, Brands, Marketplaces and Tags you want to analyze, as well as which Distribution View. You can choose the currency you want the metrics to be displayed in.

📆 DATA HISTORY

This dashboard imports up to two years of historical data.

📈 PERIOD COMPARISON

When comparing periods for simple metrics represented by a single number, such as shipped revenue, relative changes (percentage amounts) are used to express the differences. However, relative changes are not employed for compound metrics like Conversion, where we use bps to display the evolution.

For some metrics, it is interesting to represent change in absolute terms. Alongside percentage changes, we also change absolute change for ASP in the Executive Report and other relevant metrics in the other tabs.

In charts, changes are shown in linear form. Graphs show the previous period (last year’s value) as a line for comparison to the current period.

🗂️ REPORTING TABS

👔 Executive Report

The Exec Report Tab provides a comprehensive overview of key performance metrics at weekly and monthly level.

The summary bar at the top displays top KPIs and their evolution percentages for the chosen reporting period.

The main table displays Monthly or Weekly value (depending on selected granularity) for the following metrics: Glance Views, Conversion, Shipped Revenue, Shipped COGS, Shipped Units, ASP, Sellable OH Inventory, Sellable OH Inventory Units, Net Received, Net Received Units, Open PO Quantity, Proc OOS % and Net PPM %.

The bar charts on the right offer a visual representation of the metric values, accompanied by a line graph that illustrates the corresponding values from the previous year. This side-by-side comparison allows for easy analysis of trends and performance changes over time.

The table below with the blue headers provides a breakdown of the same metrics by country.

Drill Down Analysis

The last section of the dashboard allows you to focus on a specific metric and explore the elements that contribute the most to its changes. This section features four tables: Country, Brand, Tag, and ASIN.

By clicking on any row in one of the tables, you can filter the data displayed in the other tables. You can press CTRL + Click to filter on more than 1 table.

For example, if you click on "GB" in the Country table, then hit CTRL and click “Brand 1” in the Brand table, the other tables will automatically update to display only the Tags, and ASINs that are sold in Great Britain, in the Brand 1.

🚗 Traffic

The summary bar at the top displays Glance Views and Conversion for the chosen reporting period, and their evolution percentages.

The bar charts below offer a visual representation of Glance Views and Conversions, accompanied by a line graph that illustrates the corresponding values from the previous year.

The table underneath provides a breakdown of these metrics at monthly or weekly level (depending on the selected granularity), alongside Ordered Revenue and Ordered Units.

The three tables at the bottom highlight the products contributing to the most significant period-over-period changes in Glance Views. These tables correspond to the "current month (or week)" selected at the top and display products with the highest overall GV, as well as those with the most substantial increases and decreases.

🛒 Sales

The summary bar at the top displays Shipped COGS, Shipped Units, and ASP for the chosen reporting period, as well as their evolution percentages.

The bar charts below offer a visual representation of Shipped COGS, Shipped Units, Shipped Revenue, and ASP, accompanied by a line graph that illustrates the corresponding values from the previous year.

The table underneath provides a breakdown of these metrics at monthly or weekly level (depending on the selected granularity).

The three tables at the bottom highlight the products contributing to the most significant period-over-period changes in Shipped COGS. These tables correspond to the "current month (or week)" selected at the top and display products with the highest overall Shipped COGS, as well as those with the most substantial increases and decreases.

📢 Advertising

The summary bar at the top displays Ad Spend, Ad Sales, ACoS and Impressions for the chosen reporting period, as well as their evolution percentages.

The table below presents Ad Spend, Ad Sales, RoAS, ACoS, and CVR metrics by country. The subsequent table offers the same view with an additional breakdown by Sponsored Type.

The bar charts below offer a visual representation of Ad Spend, Ad Sales, ACoS and RoAS by sponsored type (SP, SD, SB). For ACoS/RoAS chart the metric displayed can be chosen in dropdown to the left of the chart.

The four tables at the bottom highlight the products contributing to the most significant period-over-period changes in Ad Sales depending on Sponsored Type. These tables correspond to the "current month (or week)" selected at the top and display products with the highest and lowest overall Ad Sales.

📦 Inventory Snapshot

The summary bar at the top displays Open Purchase Quantity, Sellable OH Inventory, and Sellable OH Units for the latest date of the period chosen in the date slicer in top left corner.

The chart underneath displays historical data for all inventory attributes. It is possible to zoom in and out by sliding the cursor at the left of the chart.

🔍 Search

The Search dashboard provides an analysis of Share of Voice at Brand level.

You can choose how many brands you want to display with the Show Top N Brands drop-down at the top. Other brands are grouped under Other Brands.

Competitive Positioning: The bar chart at the top left displays the SoV for the selected month, keywords, tags and marketplace. The brands you manage are displayed in red, while competitor brands are in grey.

Position Evolution Over Time: The bar chart at the top right displays the historical SoV distribution by brand. You can zoom in and out using cursor at the left of the chart. The Brands you manage have red color text label of SoV on the chart.

Share of Voice Last 12 Months Owned Brands: The bar chart at the bottom left displays the historical SoV of your Owned Brands. You can select the Brands you want to include in the Owned Brands drop-down. The green dotted line displays the Share of Voice of the Previous Month and the blue dotted line displays the Share of Voice of the same month-Previous Year.

Comparative Share of Voice Last 12 Months: The bar chart at the bottom right displays the historical SoV of 2 brands that you can choose in the drop-down just above.

📘

Point of attention

The SoV depends on the set of tracked keywords, which can change over time. Considering the tracking date is important for accurate interpretation. To learn how many keywords are tracked at a given time, please refer to the table at the bottom of the tab: Distinct Keywords Count by Month Year

🗺️ Explorer

The Explorer tab enables you to dive deeper into the data and cross-analyze any metrics available on the dashboard.

Use the Metric 1 and Metric 2 drop-downs to select the metrics displayed in the line chart.

The table below displays the values of Metric 1.

• Available metrics:
  • Shipped COGS
  • Shipped Revenue
  • Shipped Units
  • Ordered Revenue
  • Ordered Units
  • Returned Units
  • Return Rate
  • Conversion (from Glance views to Shipped Units)
  • Glance Views
  • Sellable OH Inventory Units
  • Sellable OH Inventory Cost Amount
  • Ad Sales (scoped to Sponsored Products and Sponsored Display)
  • Ad Sales Sponsored Products
  • Ad Sales Sponsored Display
  • Ad Spend (scoped to Sponsored Products and Sponsored Display)
  • Ad Spend Sponsored Products
  • Ad Spend Sponsored Display
  • Impressions (scoped to Sponsored Products and Sponsored Display)
  • Impressions Sponsored Products
  • Impressions Sponsored Display
  • Clicks (scoped to Sponsored Products and Sponsored Display)
  • Clicks Sponsored Products
  • Clicks Sponsored Display
  • Net PPM%

At the top left, you can choose the granularity of the timeline (year, month, week, day).
At the top right corner of the chart, you can switch toggle to turn on or turn off the Single Y axis.

📘

Point of attention:

Ad Sales, Ad Spend, Impressions, and Clicks on this tab include Sponsored Products and Sponsored Display types.

Report Template

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