Ads DSP Dashboard Documentation

Complete guide to DataHawk's Ads DSP Power BI Dashboard; visibility into programmatic Amazon DSP campaigns from advertiser level down to individual creatives.

The Ads DSP Dashboard gives Amazon DSP advertisers detailed visibility into their programmatic campaigns. It covers investment efficiency, audience engagement, and conversion performance, from advertiser and order level all the way down to individual creatives.

Questions this dashboard helps answer

How much am I spending on DSP, and what revenue is it generating?
What is my Return on Ad Spend (RoAS) for my DSP campaigns?
How often are my ads being seen (impressions), and how many people click through?
How many shoppers visit my product detail pages after seeing a DSP ad?
What share of my DSP-attributed sales are coming from new-to-brand customers?
Which orders and line items are performing best by spend and conversions?
How is my budget distributed across different line item types?

Before you start

What you need:

Amazon DSP account connected in DataHawk

Set up: Download and configure the Power BI template. See Connect to Power BI.

Data history: The last 60 days of load when you connect. Over time, the dashboard can show up to 1 year of data once you've been connected for at least 9 months.

Dashboard tabs at a glance

Tab	What it shows
Ads DSP Reporting	Full DSP performance: KPIs, charts, budget distribution, and explorer
Metrics Definition	In-dashboard glossary of all DSP metrics

Time periods and comparisons

Date filters let you select the date range and time granularity (Year / Quarter / Month / Week / Day) for the dashboard. The bar and line chart adapts its time bucket to the granularity you choose.

Dashboard filters

General filters:

Filter	What it does
Advertiser	Filter to a specific advertiser account
Country	Filter by country
Currency	Choose the display currency

Entity-specific filters:

Level	Filters available
Order	Order Name
Line Item	Line Item Name, Line Item Type
Creative	Creative Type, Creative Name, Creative Size

Custom filters: Category, Targeting Type, Audience, and other dimensions derived from your Order or Line Item names. Requires configuration in the Data Model (see below).

Dashboard reports tab by tab

Setting up custom filters

Custom filters work by extracting keywords from your Order or Line Item names. To configure them:

Open Parameters

In Power BI, click the three dots next to the Data Model and go to Settings > Parameters.

Enter the terms used in your naming

For each parameter (Category, Targeting Type, Audience, etc.), enter the terms that appear in your Order or Line Item names, separated by commas. Leave a parameter blank if you don't use it.

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.

⚠️

Parameters are case-sensitive and must match exactly. Toys and TOYS are different values.

Metrics

Formulas used in this dashboard. Concept-level definitions for acronyms live in the Glossary.

Metric	Formula / definition	Notes
CTR	Clicks ÷ Impressions × 100
RoAS	Total Sales ÷ Total Cost	DSP uses Total Cost, not Ad Spend
eCPM	Total Cost ÷ Impressions × 1,000	Effective cost per thousand impressions
eCP DPV	Total Cost ÷ DPV	Effective cost per detail page view
DPV	Detail page views within 14 days of an ad click or view
DPVR	DPV ÷ Impressions × 100
Purchase Rate	Purchases Count ÷ Impressions × 100
Total Cost	Sum of investment across DSP campaigns	Used in place of Ad Spend
Sales	Sales of promoted products within 14 days of an ad click or view
Total Sales	Revenue generated as a direct result of DSP campaigns	Across all brand products
New to Brand Product Sales	Sales of promoted products to new-to-brand shoppers	Attributed to ad view or click
Total New to Brand Sales	Sales of all the brand's products to new-to-brand shoppers	Attributed to ad view or click
Gross Clicks	All clicks including potentially fraudulent or invalid ones

For analysts: data sources & methodology

Source tables and datasets

Data comes from Amazon's Ads API via DataHawk's processing pipeline.

For a full column reference, see the Exhaustive Column Referential.

Dashboard-specific fields

Order Budget: Total budget allocated to a DSP order (latest value).
Line Item Budget: Total budget allocated to a line item (latest value).
Sales: Sales of promoted products within 14 days of an ad click or view.
Total Sales: Revenue across all brand products generated as a direct result of DSP campaigns.
Units Sold: Ad-attributed units sold within 14 days of a click or view (promoted products only).
Total Units Sold: Units purchased across all brand products, attributed to the campaign.
New to Brand Product Sales: Sales to first-time brand shoppers from promoted products.
Total New to Brand Sales: Sales to first-time brand shoppers across all brand products.
Purchases Count: Attributed conversion events within 14 days of a click or view.

DSP entities

These are the dashboard-context entities specific to DSP campaign structure.

Order: High-level budget grouping within a DSP campaign.
Line Item: Defines targeting, bidding, and delivery settings within an order.
Creative: The individual ad asset used in a campaign.
Creative Type: Format of the creative (display, video, etc.).
Creative Size: Dimensions of the creative asset (e.g. 300×250).

Attribution and methodology

DSP attribution uses a 14-day post-click and post-view window. Sales, units, and purchase events that occur within 14 days of an ad interaction (click or view) are credited to the corresponding campaign. RoAS in DSP uses Total Cost rather than Ad Spend because programmatic billing includes media cost plus serving fees.

Ads DSP Dashboard Documentation

Ads DSP Reporting

Metrics Definition

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