Opening an Amazon ad report in Excel can feel like staring at a wall of numbers. What do they mean? Why are there so many metrics? And most importantly, what decisions should you actually make? The truth is, Amazon ad reports are simpler than they seem. Understand these seven key terms, and you’ll start spotting hidden issues and identifying actionable improvements.

CPC shows how much you pay for each click.
Example: Spend $50 for 100 clicks → CPC = $0.50 per click.
A lower CPC isn’t always better; what matters is whether those clicks are valuable. Always check conversion rates alongside CPC.

Budget: The amount allocated for a campaign or time period.
‍Bidding: How much you’re willing to pay per click.
Effective campaigns are about strategy, not just spending more. Allocate budgets carefully and adjust bids by keyword to maximize performance.

Determines which searches trigger your ads.

• Broad: Ads show for related terms, synonyms, or variations.
  Example: “Protein bar” → shows for “high-protein snack,” “vegan protein bar.”
• Phrase: Ads show when the search includes your keyword.
  Example: “Protein bar” → shows for “low-sugar protein bar,” but not “vegan snack.”
• Exact: Ads show only when the search exactly matches your keyword.
  Example: “Protein bar” → shows only for “protein bar.”

Testing, analyzing, and adjusting match types is key to performance.

CTR measures the percentage of people who click your ad after seeing it.
Low CTR usually means your creative or A+ content isn’t compelling enough. High CTR works best when clicks lead to conversions.

ROAS shows how much revenue each dollar of ad spend generates.
Example: ROAS 400% → $10 ad spend = $40 in sales.
Use this for performance-driven decision-making.

Shows the actual search terms that led customers to your product.
Analyzing this report uncovers new keywords and optimization opportunities.
Example: You advertised “women’s protein bar” but customers searched “weight management snack.” This signals a chance to expand your positioning.