Seller Analytics Dashboard User Guide
Complete guide to DataHawk's Seller Analytics Power BI Dashboard, covering advertising, traffic, sales, profitability, and inventory in one place.
DataHawk's Seller Analytics Dashboard gives Seller Central managers a complete view of their business across advertising, traffic, sales, profitability, and inventory: all in one place. It covers both financial performance and operational health, making it suited for daily reporting as well as deeper weekly or monthly analysis.
Questions this dashboard helps answer
- What is my actual profit after Amazon fees, advertising spend, and returns?
- Which products are my top revenue and margin contributors this month?
- How is my traffic trending, and how well am I converting page views into orders?
- What is my current FBA inventory status, and do I need to replenish any ASINs?
- How does my advertising spend compare to my total sales (TACoS)?
- Which campaigns or products are driving the most ad-attributed revenue?
- How has my performance changed versus last week, last month, or the same period last year?
Before you start
What you need:
- Seller Central account connected in DataHawk
- Advertising account connected in DataHawk
- COGS uploaded to DataHawk (required for P&L tabs: See Upload Product Expenses)
Set up: Download and configure the Power BI template. See Connect to Power BI.
Data history: Up to 2 years of historical data. The dashboard refreshes daily. The Inventory Timeline tab is the exception; it only covers the last 30 days.
Dashboard tabs at a glance
| Tab | What it shows |
|---|---|
| Executive Report | Top KPIs across sales, advertising, and inventory; weekly or monthly |
| Product Units Economics Report | SKU-level unit economics including revenue, fees, and margins |
| Traffic Report | Page views, sessions, conversion rate, and Buy Box win rate |
| Sales Report | Orders, units sold, revenue, and average selling/order values |
| P&L Report | Full profit and loss: gross revenue, fees, COGS, marketing, and net profit |
| Profit Explorer | Flexible P&L exploration by product, brand, tag, or marketplace |
| Advertising: Advertising | Advertising performance overview of the account |
| Advertising: Campaign | Campaign-level ad performance (spend, sales, ACoS, RoAS, TACoS) |
| Advertising: Product | Product-level ad performance for Sponsored Products and Display |
| FBA Recommendations | Current FBA stock levels with Amazon and custom restock recommendations |
| Inventory Timeline | 30-day history of inventory movements and fulfillment center status |
| Explorer | Custom cross-metric analysis with flexible dimensions |
| Download Center | Export any combination of metrics to a flat file |
| Product Catalog | Reference table of all tracked products and their attributes |
Time periods and comparisons
Most tabs let you switch between Weekly, Monthly, and Quarterly views. The look-back window is 2 years (except Inventory Timeline, which covers the last 30 days).
Week definition: A week starts on Sunday.
What's selected by default: When you open the dashboard, it preselects the most recently completed week, the current month, or the current quarter; depending on the view.
Comparison types
- PoP (Period over Period): % change versus the previous comparable period (WoW / MoM / QoQ, depending on granularity)
- YoY (Year over Year): % change versus the same period, prior year
- YTD (Year to Date): Cumulative from January 1 to the end of the chosen reporting period
- Last 12 Months: Rolling 12-month total
For weekly granularity, YTD usually gives more useful context than Last 12 Months.
How changes display
- Simple metrics (e.g. revenue, units) show changes as a percentage.
- Ratio metrics (e.g. Conversion rate, ACoS) show changes in bps (basis points; 100 bps = 1 percentage point).
Dashboard filters
All tabs share a common filter panel at the top. The same data can be sliced by:
| Filter | What it does |
|---|---|
| Seller | Filter to one or more seller accounts |
| Marketplace | Filter to specific Amazon marketplaces |
| Brand | Filter by brand name |
| ASIN | Filter to specific products |
| Currency | Choose the display currency for monetary metrics |
| Tag | Filter to products assigned a specific tag in DataHawk |
The tag filter only shows tags for products that appeared in any dashboard report within the last 2 years.
Dashboard reports tab by tab
Metrics
Formulas used in this dashboard. Concept-level definitions for acronyms live in the Glossary.
Traffic and sales
| Metric | Formula / definition | Notes |
|---|---|---|
| Conversion (Page View to Order) | Order Count ÷ Page Views | Measures how effectively page views convert into orders |
| Buy Box Win % | Page Views as Featured Offer ÷ Total Page Views × 100 | Active listings only |
| ASP | Sales (Orders) ÷ Units Sold | Average Selling Price |
| AOV | Sales (Orders) ÷ Order Count | Average Order Value |
Profit and loss
| Metric | Formula / definition | Notes |
|---|---|---|
| Refund Rate | Refunds ÷ Gross Revenue × 100 | |
| Net Revenue | Gross Revenue − Refunds | |
| Gross Profit | Net Revenue − COGS | |
| Gross Margin | Gross Profit ÷ Net Revenue × 100 | |
| Operating Profit | Gross Profit − Amazon Fees − Marketing | |
| Adjusted Operating Profit | Operating Profit + Adjustments | |
| Net Profit | Adjusted Operating Profit − Net Taxes | |
| Net Profit Margin | Net Profit ÷ Net Revenue × 100 |
Advertising
| Metric | Formula / definition | Notes |
|---|---|---|
| ACoS | Ad Spend ÷ Ad Sales × 100 | Lower is more efficient |
| RoAS | Ad Sales ÷ Ad Spend | Inverse of ACoS, expressed as a multiplier |
| TACoS | Ad Spend ÷ Total Sales × 100 | Measures ad cost relative to total sales, not just ad-attributed sales |
| CTR | Clicks ÷ Impressions × 100 | |
| CPC | Ad Spend ÷ Clicks | |
| CVR | Orders from Ads ÷ Clicks × 100 | Attribution per Amazon's 14-day post-click window |
| Ad Sales Ratio | Ad Sales ÷ Net Revenue × 100 | Share of revenue attributed to ads |
For analysts: data sources & methodology
Source tables and datasets
This dashboard reads from your connected Seller Central and Advertising accounts. For a full column reference, see the Exhaustive Column Referential.
- Traffic:
seller_retail_traffic_by_asin_src(ASIN-level). As of February 2026 the dashboard reads ASIN-level traffic rather than SKU-level so page-view counts match Seller Central. Update any parallel custom queries to the ASIN-level source. - Sales and orders: Seller Central orders and finance feeds via the Selling Partner API.
- P&L:
FINANCE.FINANCE_PROFIT_LEDGERplus user-uploaded COGS for cost-of-goods application. - Advertising: Amazon Ads API daily feeds for Sponsored Products, Sponsored Brands, and Sponsored Display.
- Inventory: Seller Central FBA inventory states (Available, Inbound, Working, FC Processing, FC Transfer, Researching, Reserved, Unfulfillable, MFN Fulfillable) plus Amazon's restock recommendations.
Attribution and methodology
- Sales include VAT/tax charges except in the US marketplace, and exclude shipping price.
- Refunds cover returns, guarantees, chargebacks, and related fees, and are applied to the original sale date (not the refund date).
- COGS comes from user uploads and is applied to both items sold and items returned.
- Amazon Fees combine FBA/FBM fulfillment fees, referral fees, account fees, storage fees, and service fees.
- Account-level fees (for example FBA storage) are not attributed to individual products by Amazon; in a Brand or SKU breakdown they appear under "No Brand" or "No SKU".
- Ad attribution uses Amazon's 14-day post-click window. Ad Sales are split into Same-SKU and Other-SKU.
- Custom Inventory slicer lets analysts pick which FBA inventory states feed Total Inventory, Total Weeks on Hand, OOS Forecast, Replenishment Date, and Replenishment Quantity. Replenishment Date subtracts configured lead time from OOS Forecast; replenishment Quantity is derived from 30-day sales rate and target weeks on hand.
Power BI Templates
DataHawk's pre-built Power BI dashboard templates, covering seller analytics, advertising, vendor performance, market intelligence, products, and DSP.
Vendor Analytics Dashboard User Guide
Guide to the Vendor Analytics Power BI dashboard; traffic, sales, inventory, advertising, and share of voice for Vendor Central teams.