In the highly competitive world of Amazon advertising, success doesn’t come from guesswork it comes from digging deeper into your data and understanding the hidden metrics that many sellers overlook. While metrics like ACoS and CTR are frequently discussed, they only tell part of the story. The truly advanced advertisers monitor more subtle signals and adjust accordingly to win.
Here’s a guide to the hidden metrics (and some often-neglected ones) that can make or break your Amazon campaigns, along with advice on how to use them wisely.
Why Hidden Metrics Matter More Than Surface Numbers
When you log into Amazon’s Advertising Console, you see many numbers: impressions, clicks, cost, sales, ACoS, etc. But those surface metrics are only part of the picture. Focusing only on them can lead to optimization in the dark, where you’re tweaking knobs without understanding root causes.
Hidden or secondary metrics help you:
– Detect early warning signs before performance degrades
– Understand how ads influence organic sales and brand growth
– Diagnose inefficiencies (e.g. high clicks but low conversions)
– Optimize for profitability and scalability, not just volume
1. Impression Share & Share of Voice
What it is: Impression Share measures the percentage of total eligible impressions your ads have won compared to what was possible.
Why it matters:
– A low impression share on high-value keywords suggests you’re losing visibility due to low bids or weak relevance.
– Even if your ad is profitable, you might be leaving revenue on the table by not capturing full share.
How to use it:
– Filter campaigns to see impression share by keyword or ASIN.
– Aim for high share (80–100%) on hero campaigns.
– Increase bids if share is low but profitable.
2. New‑to‑Brand (NTB) Metrics
What it is: NTB orders or NTB sales measure purchases made by shoppers who had not bought from your brand in the preceding 12 months.
Why it matters:
– Shows effectiveness at acquiring new customers.
– High NTB share can justify higher ACoS due to lifetime value.
How to use it:
– Monitor NTB % alongside CTR and ACoS.
– If NTB share is low, shift budget to awareness campaigns.
– Use NTB data to segment new vs returning buyers.
3. Cost per Acquisition (CPA) and Break-even ACoS
What it is: CPA measures spend per actual sale, while break-even ACoS is where ad spend equals profit margin.
Why it matters:
– A campaign with low ACoS might still be unprofitable if margins are thin.
– CPA reveals how much each sale costs in dollar terms.
How to use it:
– Calculate true profit margin and break-even ACoS.
– Use CPA to compare campaigns.
– Pause or adjust campaigns above break-even threshold.
4. Halo / Spillover Effect on Organic Sales (TACoS)
What it is: TACoS = Ad Spend ÷ Total Sales. Measures the overall impact of ads on both organic and ad sales.
Why it matters:
– Ads boost organic visibility and rankings.
– A campaign may show poor ACoS but drive strong organic sales.
How to use it:
– Monitor ACoS with TACoS together.
– Falling TACoS with growing volume is a healthy sign.
– Rising TACoS may indicate ad cannibalization.
5. Search Term Quality / Query Efficiency
What it is: Ratio of converting search terms vs wasted ones.
Why it matters:
– Prevents wasted spend.
– Improves campaign efficiency.
How to use it:
– Download search term reports.
– Add negatives for wasted terms.
– Track efficiency over time.
6. Placement‑Level Performance & Adjustment Multipliers
What it is: Amazon separates placements (Top of Search, Product Pages, Rest of Search). Each behaves differently.
Why it matters:
– Top-of-search may convert better despite higher cost.
– Adjusting multipliers optimizes return.
How to use it:
– Analyze placement CPC, conversion, ACoS.
– Adjust multipliers dynamically.
– Reassess weekly.
WHAT NEXT?
Mastering Amazon ads means going beyond obvious metrics. Real insights are hidden in impression share, NTB orders, latency, TACoS trends, placement performance, and search term efficiency.
Use these as your optimization levers:
1. Build dashboards tracking hidden + surface metrics.
2. Review weekly.
3. Ask: what inefficiency or opportunity does this number show?
4. Test carefully and watch the hidden metrics.
REVIEW AND AUDIT
Mastering Amazon ads means going beyond obvious metrics. Real insights are hidden in impression share, NTB orders, latency, TACoS trends, placement performance, and search term efficiency.
Use these as your optimization levers:
- Build dashboards tracking hidden + surface metrics.
- Review weekly.
- Ask: what inefficiency or opportunity does this number show?
- Test carefully and watch the hidden metrics.
These practices transform surface-level reporting into actionable, profit-driving strategies. Whether you manage campaigns with ecommerce advertising tools, work with an ecommerce development company, or rely on ecommerce marketing services, leveraging these hidden metrics ensures you scale profitably.
Want these metrics checked for your brand?
At AKOI, we specialize in data-driven ecommerce advertising, helping businesses uncover hidden opportunities and optimize for sustainable growth. From ecommerce seo services to ecommerce product listing services, our team ensures every campaign is ROI-focused.
Connect with us today to get a personalized audit and discover how your Amazon ads can work harder for you.
