11. Reporting & Data Analysis¶
This cluster contains 4 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.
Pages in this section¶
- [[11.1 Native Amazon Reports]]
- [[11.2 Brand Analytics]]
- [[11.3 Custom Reporting & Dashboards]]
- [[11.4 Data Storytelling]]
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Reporting turns PPC activity into decisions. A report should answer: what happened, why it happened, and what we will do next.
Native reports¶
| Report | Main use |
|---|---|
| Search Term Report | Find winners, waste, and customer language |
| Placement Report | Optimize Top of Search, Rest of Search, Product Pages |
| Targeting Report | Review keyword and ASIN target performance |
| Bulk Operations | Make and audit large-scale changes |
Brand Analytics¶
Brand Analytics can provide Search Query Performance, Market Basket Analysis, Item Comparison, and Repeat Purchase Behavior. Use these to understand market demand, competitor overlap, and cross-sell opportunities.
Client dashboard layers¶
Executive dashboards need total spend, sales, ROAS, ACOS, TACOS, and trend. Operator dashboards need campaign, keyword, placement, budget, and search-term detail.
Data storytelling formula¶
- What happened.
- Why it happened.
- What we are doing next.
Bad: ACOS increased due to CPC inflation.
Good: Ad efficiency decreased because competitors drove up click costs. We are lowering weak bids and shifting budget to the keywords still converting profitably.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.