Why Does ADS Exclude the Previous 72 Hours of Amazon Data?

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ADS updates its data every 24 hours. However, the date selector does not include the most recent 72 hours of information, for several reasons.

  1. Sales Attribution. When a customer buys your product after clicking on one of your ads, it can take up to 12 hours for Amazon to update its sales data. As a result, same-day data is rarely reliable. 
  2. Canceled Sales. Amazon removes data for canceled sales and payment failures within 72 hours. Therefore, Amazon might adjust sales and ACoS metrics for up to three days after a sale.
  3. Invalid Clicks. Amazon identifies invalid clicks that are illegitimate, accidental, or machine-generated. These clicks can take up to 72 hours to be removed, which can change spend metrics. 

Within the campaign-level tooltips in Seller Central, Amazon explains all of the above information. It also recommends “waiting until all sales data is populated before evaluating campaign performance.”

In practical terms, that means waiting to evaluate data for at least 72 hours, since data generated during that early time period is too volatile to be dependable. Helium 10 prides itself on providing its customers reliable, stable information, so it excludes the most recent 72 hours of data inside ADS.

It’s also worth noting that Amazon’s pixels (coding that tracks customer’s online actions) can result in later, additional changes in sales and, therefore, your ACoS. Amazon continues to attribute sales to your Sponsored Product campaigns for 7 days, and to your Sponsored Brand and Sponsored Display campaigns for 14 days, based on their pixels.

In effect, a customer may click on your ad early in the month, but delay purchasing the product until six to 14 days later. Through that pixel, Amazon knows when the customer previously clicked on your ad, and depending on the campaign type, attributes the sale to the day it was originally clicked. 

The prudent way to determine the full effectiveness of any campaign is to wait 7 days on Sponsored Product campaigns, and 14 days on Sponsored Brand and Sponsored Display campaigns, then review your final numbers. 

 

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