The product dashboard combines ad and organic data per product at EAN level. At the top you see the total performance of your account in the selected period. Below that is the product performance table, where you can see for each individual product what it delivers and what it costs. All columns can be configured via the Columns button, so you see exactly the data that’s relevant for you.
At the top of the dashboard you see an overview of your total account performance over the selected period, compared to the period before. Green means improvement, red means decline.
Metric
What it means
Advertising Sales | The total revenue generated via ads in the selected period |
Advertising Cost | The total ad spend in the selected period |
Impressions | The number of times your ads were shown |
Clicks | The number of times your ads were clicked |
CTR | Click-through rate: the percentage of impressions that led to a click |
Average CPC | The average cost per click across all campaigns |
Average Winning Bid | The average bid with which you won the ad auction |
Conversions (14d) | The number of purchases made within 14 days after a click |
Conversion Rate | The percentage of clicks that led to a purchase |
ROAS / ACoS | ROAS is the revenue per euro of ad spend. ACoS is the percentage of revenue you spend on ads. You can switch between both views |
Next to each metric you can see the number from the previous period as a comparison, indicated with Prev.
Under the metrics you’ll find the product performance table. Here you see each EAN as a separate row, with all performance data broken down. You can search by EAN number or listing title using the search bar at the top of the table.
The columns are grouped into three categories that you’ll see as column headers: Ads for advertising data, Organic for organic data, and Total for combined figures.
Advertising columns (Ads)
Column
What it means
Ads Cost | The ad spend for this product in the selected period |
Ads ACoS | The percentage of ad revenue that was spent on ads for this product |
Ads RoaS | The ad revenue per euro spent on ads for this product |
Ads Sales | The revenue generated through ads for this product |
Ads Impressions | The number of impressions of ads for this product |
Ads Clicks | The number of clicks on ads for this product |
Ads CTR | Click-through rate for ads for this product |
Ads Avg CPC | The average cost per click for this product |
Ads Conversions | The total number of purchases via ads |
Ads Direct Conversions | Purchases where the customer bought exactly this EAN after clicking on the ad |
Ads Indirect Conversions | Purchases of another EAN from the same seller after clicking on the ad for this product |
Ads Conversion Rate | The percentage of clicks that led to a purchase |
Total columns (Total)
Column
What it means
Total Sales | The combined revenue from ads and organic for this product |
Total TACoS | Total Advertising Cost of Sales: the percentage of total revenue that was spent on ads. This gives a more accurate picture of ad efficiency than ACoS alone |
Total Conversions | The total number of purchases from ads and organic combined |
Total RPC | Total Revenue Per Click: the average revenue per ad click across all channels |
Advertisement RPC
Column
What it means
Ads RPC | Revenue Per Click via ads: the average revenue that one ad click generates for this specific product |
Organic columns (Organic)
Column
What it means
Organic Sales | The revenue this product has generated without ads |
Organic Conversions | The number of purchases of this product without the involvement of an ad |
At the top right you set the period. You choose the desired time range and then the comparison period. The default option is Period before, where the system automatically uses the equally long previous period as comparison. Changes compared to the previous period appear in green or red next to each value.
Identify your top performers and underperformers Sort the table by Ads Sales from high to low to see which products generate the most advertising revenue. Compare that with the Ads Cost to assess whether the ratio makes sense. A product with high sales and low costs is your most efficient advertising product.
Use TACoS as the fairest metric ACoS only measures the ratio between advertising costs and advertising revenue. TACoS measures the ratio between advertising costs and total revenue, including organic. A product with a high ACoS but many organic sales can still be very profitable. TACoS gives that complete picture.
Pay attention to indirect conversions Indirect conversions show that a click on product A led to the purchase of product B from your assortment. This is valuable information: your ad did generate revenue, just not on the advertised product. If you see a lot of indirect conversions, your ads are working as brand drivers for your broader assortment.
Compare RPC per product RPC, Revenue Per Click, shows how much a click on an ad yields on average. Products with a high RPC are attractive to allocate more budget to. Products with a low RPC but high costs are candidates to optimize or scale down.
