Advertising Dashboard User Guide

The Advertising Dashboard is DataHawk's central reporting tool for Amazon and Walmart advertisers. It consolidates performance data across all campaign types, Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored Videos, and DSP, at every level from account down to keyword and creative.

Questions this dashboard helps answer

• How much am I spending on advertising and what revenue is it generating (ACoS / RoAS)?
• Which campaigns are performing best, and which need optimization?
• How are my keywords performing: Am I getting clicks and conversions from the right terms?
• Which products are driving the most ad-attributed revenue (Sponsored Products + Display)?
• How has my advertising performance changed week over week or month over month?
• How is my Brand Store performing in terms of traffic and engagement?
• How do my DSP campaigns compare in terms of spend, sales, and new-to-brand impact?

Before you start

What you need:

• Amazon and/or Walmart Advertising accounts connected in DataHawk

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

Data history:

Dashboard tabs at a glance

Time periods and comparisons

All tabs include a date range selector at the top. Two tab patterns determine how time is handled:

• Overview tabs compare the selected period against the prior period: The same number of days, immediately before the selected range. KPI cards show the selected-period totals alongside the prior-period comparison.
• History tabs include a Timeline By selector (Year / Quarter / Month / Week / Day) that controls both the chart and the table below it. Two axis slicers let you compare multiple metrics on the left axis against a single metric on the right. For example, Impressions and Clicks (left) vs. Conversion Rate (right).

Dashboard filters

Tabs share a common filter panel in the left rail. The same data can be sliced by:

Analyzing the reports

All tabs of this report include a date range selector.

At the top of each Overview tab you can see Grouping & Metrics slicers that allow you to choose what you want to see as rows and columns in the table below. Depending on what you have selected, you can further breakdown the overview metrics listed on the table.

Under these slicers, there are KPIs that are displayed alongside its corresponding comparison to the previous period (the previous period is of the same length as the selected one, covering the dates immediately prior). Definitions for each metric and KPI can be found in the glossary below.

At the top of each History Tab, you will find the Timeline By option, which allows you to adjust the time granularity reflected in the graph and table below. You can select between Year, Quarter, Month, Week, or Day views, depending on your analysis needs.

Below the Timeline By section, two slicers let you customize the graph. You can select multiple metrics to display on the left axis and compare them to a single metric on the right axis. The slicers are color-coded to match their respective axes, making it easy to understand which metrics correspond to which axis.

In the tables available across all History Tabs, you can customize the grouping and metrics displayed according to your preferences. Note that the history tables always use the selected "Timeline By" granularity as their columns.

If you select multiple metrics, they will be displayed for each time period based on the chosen granularity.

Dashboard reports tab by tab

Custom filters (Campaign and DSP tabs)

Custom filters extract dimensions from Campaign, Ad Group, Order, or Line Item names. To configure them:

Metrics

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

DSP-specific metrics

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For analysts: data sources & methodology

Source tables and datasets

Data is sourced from Amazon's Ads API and Walmart Connect. For a full column reference, see the Exhaustive Column Referential. For Amazon dataset details, see Amazon Advertising Data.

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

Ad entities

These are the dashboard-context entities used to group and filter ad performance. They are not glossary terms.

• Ad Account: Seller name (Amazon) or account key (Walmart).
• Campaign: A set of ad groups and keywords targeting a specific audience or goal.
• Portfolio (Amazon only): Grouping of campaigns for shared budget management.
• Ad Group: Subset of a campaign organizing ads and targeting settings.
• Search Term: The exact phrase a user typed into the search bar.
• Keyword: The targeting criterion set by the advertiser (not always the same as the search term).
• Brand Entity ID / Brand Name: Brand-level identifier for Brand Store campaigns.
• Order (DSP): High-level budget grouping within a DSP campaign.
• Line Item (DSP): Specific targeting and delivery settings within an order.
• Creative (DSP): Individual ad asset including type (display/video) and size.

Attribution and methodology

Ad performance metrics use Amazon's 14-day post-click attribution window for sales, orders, and conversions. DSP RoAS uses Total Cost (not Ad Spend) and includes both view-through and click-through attribution within the same 14-day window.