Adtomic Reporting

The Adtomic Reporting page provides you access to valuable insights and data for your brand and your advertising strategy.

This article covers the following topics:

• • Brand Metrics
    • What are Brand Metrics?
    • Navigating Brand Metrics
    • What Metrics Are Available?
    • Customers Journey Funnel and Related Metrics
    • Awareness
    • Consideration
    • Purchase
    • Brand Customers (YTD)
    • NTB Sales (%) by Ad Type
      
    • Brand PPC Performance
  • AMC
    • What is AMC?
    • Ad Strategy Performance
      
    • Ad Types Overlap
      
    • New To Brand (NTB) ASIN Analysis
    • Ad Types Conversion
  • SOV
    • What is SOV?
    • Why Does SOV Matter?
    • Navigating SOV
    • Creating an SOV Report
    • Edit an Existing Report
    • Brand Management
    • SOV FAQ

Brand Metrics

Brand Metrics provides a measurement solution that quantifies opportunities for your brand at different stages and helps you understand the value of different shopping engagements that impact different stages.

What are Brand Metrics?

Brand Metrics highlights brand performance to you to provide guidance on budget allocation and branded keyword performance.

Navigating Brand Metrics

At the top of the Brand Metrics reporting page, you will have the option to filter your brand metrics data. The available filters are:

• Brand
  • Choose the Brand which you want to see Brand Metrics data for
• Category
  • Choose the Category which you want to see Brand Metrics data for
• Period
  • Choose the time period which you want to see Brand Metrics data for

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What Metrics Are Available?

The following metrics are available:

• Shopper Engagement Rate
  • The percentage range of shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected timeframe divided by the total shoppers with more than 1 detail page view in the selected category. An engagement includes a shopper viewing your product detail page, searching your brand and viewing the detail page, adding to cart, or purchasing.
• Customer conversion rate
  • The percentage of customers who moved from considering your brand to purchasing from your brand within the selected timeframe. Consideration includes a shopper viewing your product detail page, searching your brand and viewing the detail page, and/or adding to cart.
• % NTB Customers
  • The percentage of total customers that are new-to-brand.
• Return on Engagement
  • Per shopper engagement value over the past 12 months for consideration and purchase metrics.

Customers Journey Funnel and Related Metrics

Brand Metrics reporting will provide you with data for the 3 different stages of the customer journey or funnel. The three stages of the funnel that data will be available for are:

• Awareness
• Consideration
• Purchase

For all stages of the funnel, you will be able to see data for the following:

• Your brand
• Category Median
• Category Top Sellers

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Awareness

Awareness measures the number of shoppers who searched for your brand but didn’t engage with it.

Data available:

• Brand Searches Only
• Total Shoppers

Consideration

Consideration measures shoppers who visited your detail page directly or after searching for your brand, or those who didn't buy but added your items to their cart.

Data Available:

• Detail Page View Only
• Brand Searches & Detail Page Views
• Add to Cart
• Total Shoppers

Purchase

Purchased measures the number of shoppers who purchased from your brand or those with Subscribe & Save subscriptions.

Data available:

• Top 10% and S&S (Subscribe & Save) customers
• Total Shoppers

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Brand Customers (YTD)

Comparison between buyers that engage with the brand vs the NTB buyers for that brand. This is used to indicate how your buyers are distributed between repeat buyers and new buyers, highlighting the impact of your brand awareness campaigns.

NTB Sales (%) by Ad Type

The percentage of total sales that are from new-to-brand customers by SB and SD campaigns. It's a key metric for evaluating the effectiveness of advertising campaigns. Breaking out spend, sales, and NTB customers for the two ad types to indicate where they should invest more and where they should invest less or optimize

Brand PPC Performance

Intended to show more specific details on what keywords and campaigns are contributing the most to their brand level performance. The below metrics are compared to the prior time period currently selected:

• Spend & Spend Growth
• Impressions & Impression Growth
• NTB-Orders & NTB-Orders Growth

At the top right of the table, you can export the data for the view you are on by clicking on the icon.

AMC (Amazon Marketing Cloud)

The AMC page provides insights about your PPC account using AMC data.

What is AMC?

AMC (Amazon Marketing Cloud) houses Amazon's marketing and audience metrics. Helium 10 leverages this service to provide users with on-demand data in actionable ways. 

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Sections of AMC

Ad Strategy Performance

This section provides a visual representation of the total pool of potential customers and how they progress through the stages of considering, purchasing, and becoming repeat buyers. Each segment of the graph is detailed below:

• Awareness: Total impressions received over the campaign period from the audience segments. 
• Consideration: Customers who either viewed the product detail page or clicked the sponsored ad.
• Conversion: The number of purchases made by customers on Amazon after being exposed to an ad.
• Loyalty: Customers who made repeat purchases of the product.

Note: The % is based on the previous segment. I.E.: (from the example below) 7.82% Conversion is based on the total number from the Consideration segment. 69.48% Loyalty is based on the total number from the Conversion segment.

Ad Types Overlap

This section helps you understand how different campaign types intersect in terms of the buyers/viewers who interact with them. You can use the toggle to switch between the Venn diagram + table and the bar graph.

• SP = Sponsored Product
• SB = Sponsored Brand
• SD = Sponsored Display
• STV = Sponsored TV

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New To Brand (NTB) ASIN Analysis

This section shows NTB for each ASIN in your catalog. Sorting on this data would allow you to know which products are driving the most NTB %.

Ad Types Conversion

AMC supports data for customers that have only Sponsored Ads. There are a subset of data points and templated queries that provide tremendous value and insight into the performance of their campaigns, as well as a better understanding of how buyers are interacting with their Ads.

The Overview Dashboard will contain:

1. NTB analysis at the ASIN level - This shows NTB for each ASIN in the customer’s catalog. Sorting on this data would allow a customer to know which products are driving the most NTB %.
2. ACV & CAC - This is similar to what we want to present in Customer Intelligence, but with a focus on Ad Spend and Ad Sales vs. Total sales.
3. Conversion Path of Ad Types - We should show both the path as well as the cost
4.  Funnel for Awareness, Consideration, Purchase
5. Campaign Type Overlap

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SOV (Share of Voice)

What is SOV?

Amazon Share of Voice (SOV) is a critical metric that reflects your brand's visibility on Amazon compared to competitors for specific keywords or groups of keywords during a defined time period. SOV combines organic and paid search result placements, making it an essential tool for analyzing market position and optimizing strategies.

Why Does SOV Matter?

Here's why SOV matters and how you can leverage it:

1. Understanding Your Market Position

• Benchmark Your Visibility: SOV allows you to measure how visible your brand is compared to competitors for key search terms.
• Organic vs. Paid Insights: By examining Organic SOV and Paid SOV separately, you can identify whether your visibility leans more on organic rankings or paid ads.

2. Optimizing Advertising Strategies

• Assess Ad Performance: Metrics such as Sponsored Product (SP SOV), Sponsored Brand (SB SOV), and Sponsored Brand Video (SBV SOV) reveal the effectiveness of different ad formats.
• Allocate Budgets Effectively: Use high-SOV keywords to focus ad spend for greater ROI or identify low-SOV keywords where additional investment could boost visibility.
• Enhance Ad Content: Paid SOV data can guide improvements to ad copy, visuals, and videos to better resonate with your audience.

3. Gaining Keyword Performance Insights

• Uncover High-Performing Keywords: SOV highlights which keywords align with customer search behavior and where your brand performs best.
• Identify Growth Opportunities: Pinpoint keywords where competitors dominate, allowing you to craft targeted campaigns or optimize listings to close the gap.

4. Analyzing Pricing and Competitor Strategies

• Evaluate Pricing Competitiveness: The Average Price metric for high-SOV keywords provides insights into how your pricing stacks up against competitors.
• Monitor Competitor Movements: Track where competitors are gaining or losing SOV to inform your strategy and maintain a competitive edge.

5. Measuring Campaign Effectiveness

• Track Progress: Use SOV trends to evaluate the impact of ad campaigns, SEO efforts, or other competitive strategies over time.
• Comprehensive Metrics: Pair SOV with metrics like Ads Frequency to gain a holistic view of your brand's Amazon presence.

6. Securing a Competitive Advantage

• Identify Leading Competitors: Discover dominant players in your niche and analyze their performance on critical keywords.
• Strategic Focus: Leverage SOV insights to outperform competitors in high-priority search terms and strengthen your position in the marketplace.

By regularly analyzing SOV, brands can uncover actionable insights to fine-tune their marketing strategies, optimize product listings, and maintain a competitive edge on Amazon.

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Navigating SOV

On the main Share of Voice page, you will see a list of all of your created SOV reports, your SOV, the date the report was created, and the current Status of the report. On this page, you can perform the following actions:

• Create a New Report
• Edit an Existing Report
• Manage Brands

Creating an SOV Report

Before we can analyze your data, you must create a report.

1. At the top right, select + Create New Report.

2. Fill out the fields for Report Name and Marketplace, and then add your keywords.

3. Select Create Report and begin analyzing your data. The report may take up to 24 hours to process.

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Edit an Existing Report

To edit an existing report, click on the icon next to the report that you wish to edit. This will allow you to edit the Report Name and the Keywords analyzed for the SOV report. Confirm your new edits by clicking Save in the bottom right. 

Brand Management

To manage the brands in your reports, click on the "Brand Management" button at the top right. This will allow you to filter through all of the detected brands in your reports and set specific brands as your brand under the "My Brands" column.
Note: You must first create a report for brands to be detected before you can manage brands.

SOV FAQ

Q: How many reports can I run?

A: 20

Q: Can I delete an old report to run a new one, thereby freeing up 1 of my 20 available total reports?

A: Yes

Q: Why don't I see any Brands in "Brand Management"?

A: Brands will populate after your first report is finished running.

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