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.
DataHawk's Vendor Analytics Dashboard gives Vendor Central managers a complete view of their business with Amazon, covering traffic, sales, inventory, advertising, and share of voice analysis. It is designed for weekly and monthly reporting, with up to two years of history for trend analysis.
Questions this dashboard helps answer
- How many glance views did my products receive, and how many converted to shipped units?
- What is my shipped revenue and shipped COGS, and how are they trending year over year?
- What is my current sellable on-hand inventory, and which products are at risk of going out of stock?
- What is my advertising spend as a percentage of my total shipped revenue (TACoS)?
- How is my share of voice evolving for the keywords I'm tracking?
- Which of my purchase orders have low confirmation or fill rates?
- Which brands, products, or markets are driving the biggest changes in my metrics this period?
Before you start
What you need:
- Vendor Central account connected in DataHawk
- Advertising account connected in DataHawk (required for advertising tabs)
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.
Dashboard tabs at a glance
| Tab | What it shows |
|---|---|
| Executive Report | Top KPIs across sales, inventory, and advertising; weekly or monthly |
| Traffic | Glance views, conversion rate, and period-over-period traffic trends |
| Sales | Shipped revenue, shipped COGS, units, returns, and ordered revenue |
| Advertising | Account-level and product-level ad performance (SP + SD + SB) |
| Inventory Snapshot | On-hand inventory, purchase order status, and Amazon demand forecast |
| Search | Share of voice by brand and keyword across organic and sponsored placements |
| Explorer | Custom cross-metric analysis with flexible dimensions |
| Imported Product Catalog | Reference table of all tracked products and their attributes |
Time periods and comparisons
Most tabs support Weekly, Monthly, and Quarterly views (Quarter views with their own formula calculations were added in October 2025). The dashboard holds up to 2 years of history.
Comparisons use:
- PoP (Period over Period): The previous week, month, or quarter, depending on your view
- YoY (Year over Year): The same period in the prior year
- YTD (Year to Date): Cumulative from January 1 to the current period
For simple metrics (e.g. Revenue), changes show as a percentage. For ratio metrics (e.g. Conversion), changes show in bps (basis points; 100 bps = 1 percentage point).
Dashboard filters
All tabs share a common filter panel:
| Filter | What it does |
|---|---|
| Vendor Account | Filter to one or more vendor accounts |
| Marketplace | Filter to specific marketplaces |
| Brand | Filter by brand name |
| Tags | Filter to products assigned a specific tag in DataHawk |
| Distribution View | Switch between Manufacturing and Sourcing views for inventory metrics |
| Currency | Choose the display currency for monetary metrics |
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 | Shipped Units ÷ Glance Views | Vendor-side traffic-to-purchase rate |
| ASP (Ordered Revenue basis) | Ordered Revenue ÷ Ordered Units | Amazon's retail price per unit: demand view |
| AWP (Average Wholesale Price) | Shipped COGS ÷ Shipped Units | Actual price per unit received by the vendor from Amazon |
| Return Rate | Customer Returns ÷ Shipped Revenue × 100 | Returns applied to the original sale date |
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 ÷ Shipped COGS × 100 | Calculated at account level (total Shipped COGS) or product level (SP + SD linked to ASINs featured in the ads) |
| CTR | Clicks ÷ Impressions × 100 | |
| CVR | Orders from Ads ÷ Clicks × 100 | |
| Ad Sales Ratio | Ad Sales ÷ Shipped Revenue × 100 | Share of revenue attributed to ads |
Inventory
| Metric | Formula / definition | Notes |
|---|---|---|
| Procurable OOS Rate | OOS Glance Views on procurable ASINs ÷ Total GVs | Manufacturing view only |
| Receive Fill Rate | Received Quantity ÷ Confirmed Quantity | Procurable ASINs only |
| Vendor Confirmation Rate | Accepted Quantity ÷ Quantity submitted by Amazon |
For analysts: data sources & methodology
Source tables and datasets
This dashboard reads from your connected Vendor Central and Advertising accounts. For a full column reference, see the Exhaustive Column Referential.
- Traffic: Vendor Central Glance Views (Retail-featured product detail page views).
- Sales: Vendor Central Sales Diagnostic (Shipped Revenue, Shipped COGS, Shipped Units, Ordered Revenue, Ordered Units, Customer Returns).
- Inventory: Vendor Central Inventory Health (Sellable On Hand, Unsellable On Hand, Aged 90+ Days, Net Received, Open Purchase Order Units, Unfilled Customer Ordered Units) and PO operations (Average Vendor Lead Time, Receive Fill Rate, Vendor Confirmation Rate).
- Advertising: Amazon Ads API daily feeds for Sponsored Products, Sponsored Brands, and Sponsored Display, plus the Ad Clicks Ratio metric added in the October 2025 release.
Attribution and methodology
- Manufacturing vs Sourcing view: Procurable Products Out of Stock Rate (OOS GVs on procurable ASINs ÷ Total GVs) is only populated in the Manufacturing view. Receive Fill Rate also restricts to procurable ASINs.
- Customer Returns are applied to the original sale date, not the date of the return.
- Shipped Revenue vs Shipped COGS: Shipped Revenue is Amazon's retail price for the units it shipped; shipped COGS is the price Amazon paid the vendor for those units (the brand's earned revenue from Amazon).
- Ordered Revenue and Ordered Units capture customer demand at the time the order is placed, regardless of whether Amazon has shipped the unit. Use these for demand-side analysis; use Shipped Revenue / Shipped COGS for revenue recognition.
- Ad attribution uses Amazon's 14-day post-click window. Ad Sales split into Same-SKU and Other-SKU.
- TACoS is calculable two ways on this dashboard: at the account level using total Shipped COGS, or at the product level using SP + SD ad spend linked to the ASINs featured in the ads.
Share of Voice calculation
- Organic SoV = 1 ÷ rank
- Sponsored SoV = (1 ÷ page) × (1 ÷ rank) × sponsored_type_factor
- Sponsored Brands receive a 1.25× factor (25% boost) over Sponsored Products to reflect higher placement impact.
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