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Amazon Ads Glossary of Metrics & Terms
Amazon Ads Glossary of Metrics & Terms
Geetanjali Tyagi avatar
Written by Geetanjali Tyagi
Updated over a week ago

Advertising cost of sales (ACOS): 

A metric used to measure the performance of Sponsored Products campaigns. ACOS represents the ratio of ad spend to promoted product sales. It is calculated as ad spend divided by attributed sales.

Return on ad spend (ROAS): 

A measure of how many dollars you earn for every dollar you spend on advertising. The standard calculation for ROAS is (Revenue – Cost) / Cost.

Brand lift: 

A measurement of the direct impact your ads have on a shopper’s perception and behaviors toward a brand. This metric is calculated in a number of ways using post-exposure success metrics, such as brand awareness, and likelihood to purchase metrics.


The number of times an ad was rendered on a page or device.


The total number of unique users who are shown the same ad on any web page or screen.

Click-through rate (CTR): 

The percentage of ad impressions that are clicked as compared to the entire number of clicks. The standard calculation for CTR is (clicks/impressions) x 100.


An action that a customer completes; this phrase can be used to refer to any number of actions, including clicking “Add to Cart,” completing a purchase, etc.

Cost-per-click (CPC): 

The average cost you pay each time someone clicks your ad. This number is calculated by dividing the amount of money you spent on an ad divided by the number of clicks it received. Sponsored Products and Sponsored Brands are examples of cost-per-click ads, so you only pay when your ad receives clicks.

Cost per thousand impressions (CPM): 

The average cost you pay to deliver 1,000 impressions of your ads.

New-to-brand metrics: 

New-to-brand metrics describe customers purchasing your brand/product for the first time on Amazon over the past year. These metrics gives advertisers the tools to estimate the cost of engaging new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals.


Sellers sell products directly to Amazon customers. If you manage your products in Seller Central, you’re a seller.


Vendors sell their items directly to Amazon, who then sells them to customers. If you manage your products in Vendor Central, you’re a vendor.

Entity ID

The entity ID is a unique identifier for your advertising console account. To find the unique entity ID for your account, follow the steps below:

  1. Navigate to the Amazon Advertising home page and sign in.

  2. After signing in, click on the Amazon Advertising logo. You will then see the URL in the following format:

  3. Copy everything to the right of the “=” sign in the URL. This is the entity ID for your account.

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