360° DSP Report
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      360 DSP Report Walkthrough

      The 360° DSP Report provides a comprehensive view of your advertising performance on the Amazon Demand Side Platform (DSP). It allows you to track key metrics across different stages of the sales funnel, from awareness to purchase. The report is designed to help you make data-driven decisions by providing detailed insights into impressions, clicks, cost-per-click (CPC), return on ad spend (ROAS), and more. With this tool, you can optimize your ad campaigns, understand customer behavior, and improve your overall advertising strategy on Amazon.

      1. How to Navigate to the 360° DSP Report

      2. How to Use the 360° DSP Report

      3. When to Use the 360° DSP Report

      Use Case 1 - Optimizing Creative Performance

      Use Case 2 - Evaluating New Product Launch Success

      Use Case 3 - Analyzing Seasonal Campaign Performance

      Use Case 4 - Identifying High-Potential Markets

      Use Case 5 - Improving Retargeting Strategies


      How to Navigate to the 360° DSP Report

      To access the 360° DSP Report:

      1. Visit the Dashboard: You can navigate directly to the 360° DSP Report through this link.

      2. Open the Dashboard: Log in to your emax digital account. From the main menu, select Advertising and then choose 360° DSP Report.

      3. Apply Filters: Use filters such as Reporting Range, Marketplace, and Creative to tailor the report to your specific needs.

      Additional Filter Settings in this Dashboard:

      • Select Level: You can filter data by Campaign, Creative, Order, or Line Item level to get a more detailed analysis.
      • Reporting Range: Choose from Day, Week, or Month to focus on specific periods.

      How to Use the 360° DSP Report

      1. Awareness Metrics: Begin by reviewing the awareness section to understand how many impressions your ads have generated and at what cost (CPM). This section also shows clicks and click-through rates (CTR), which are critical for assessing the initial engagement of your audience.

      2. Consideration & Purchase Intent: Analyze this section to see metrics like detail page views, cost per detail page view, and added to cart rates. These metrics provide insights into how effective your ads are in moving potential customers further down the purchase funnel.

      3. Purchase Metrics: Finally, review the purchase metrics to track actual sales and new-to-brand purchases. Key metrics here include ROAS, total sales, and the cost per acquisition (CPA).

      4. Creative Performance: Check the "Top Creatives by Impressions" and "CPM & CPC on Creative Level" sections to identify which creatives are driving the most engagement and conversions. This will help you optimize your ad assets.

      5. Trend Analysis: Use the aggregation section to switch between daily, weekly, and monthly views, allowing you to analyze trends over time and make informed decisions.

      6. Data Table Analysis: At the end of the 360° DSP Report, you'll find a comprehensive data table that consolidates all the key metrics. Look for metrics such as impressions, clicks, CTR, cost, conversions, and ROAS in this table. This detailed view allows for granular analysis, helping you identify specific areas of strength and weakness in your campaigns, as well as making it easier to compare performance across different ad sets or time periods.

      When to Use the 360° DSP Report

      Use Case 1 - Optimizing Creative Performance

      Objective: Identify and optimize underperforming ad creatives.

      How to Use:

      • Navigate to the "Top Creatives by Impressions" section to see which creatives are getting the most views but may not be converting well (low CTR or high CPC).
      • Compare the performance of these creatives in the "CPM & CPC on Creative Level" section to identify those with high costs but low returns.
      • Use this data to adjust or replace underperforming creatives, focusing on those with a higher ROAS and better engagement metrics.

      Benefit: Improve the overall efficiency of your ad spend by reallocating budget to higher-performing creatives, potentially increasing your campaign ROI.

      Use Case 2 - Evaluating New Product Launch Success

      Objective: Evaluate the success of newly launched products in capturing market share.

      How to Use:

      • Focus on the "New to Brand" metrics, specifically "New to Brand Purchases" and "New to Brand ROAS." These metrics show how well your ads are driving first-time customers to your new products.
      • Cross-reference with the "Total Sales" and "Total Ad Spend" data to determine if the new products are gaining traction without overspending.

      Benefit: Quickly assess the effectiveness of your launch campaigns and make informed decisions on whether to increase, decrease, or pivot your ad strategy for new products.

      Use Case 3 - Analyzing Seasonal Campaign Performance

      Objective: Understand the impact of seasonal campaigns (e.g., holiday sales, Black Friday) on your overall advertising performance.

      How to Use:

      • Use the "Aggregation" section to filter the report by specific periods such as weeks leading up to and following a major sales event.
      • Compare "Total Sales," "ROAS," and "Brand Searches" before, during, and after the event to gauge the effectiveness of your seasonal campaigns.
      • Check "Cost Structure of Creatives" to see if your CPM and CPC increased during the event, and if so, whether this resulted in higher sales.

      Benefit: Evaluate the ROI of seasonal campaigns, allowing you to refine your strategy for future events to maximize sales during peak periods.

      Use Case 4 - Identifying High-Potential Markets

      Objective: Discover regions or markets where your ads are performing exceptionally well, indicating potential areas for expansion.

      How to Use:

      • Filter the report by "Marketplace" to view performance data specific to different geographic locations.
      • Look at "Impressions," "CTR," and "ROAS" in each market to identify regions with the highest engagement and return on ad spend.
      • Use the insights to allocate more budget to high-performing markets or consider launching additional campaigns to further penetrate these areas.

      Benefit: Tailor your advertising strategy to focus on high-potential markets, maximizing the effectiveness of your budget and increasing market share.

      Use Case 5 - Improving Retargeting Strategies

      Objective: Optimize retargeting campaigns to convert high-intent customers who have previously engaged with your ads.

      How to Use:

      • Analyze the "Consideration & Purchase Intent" metrics, focusing on "Detail Page Views" and "Added to Cart" rates. Identify customers who showed interest but did not complete a purchase.
      • Review the "Purchase" metrics to see which retargeting campaigns are successfully converting these high-intent customers.
      • Adjust your retargeting ads based on what worked well in previous campaigns, such as emphasizing different product benefits or offering promotions.

      Benefit: Increase conversion rates from retargeting campaigns by focusing on customers who are already familiar with your products, thereby improving overall campaign efficiency.

      These additional use cases demonstrate the versatility of the 360° DSP Report in helping you optimize various aspects of your advertising strategy, from creative performance to market expansion and beyond.