Upload all 4 raw files to generate the analysis
📊
Pre DSP — Search Ads
CSV (.csv)
📈
Post DSP — Search Ads
CSV (.csv)
🎯
DSP Campaign Raw
Excel (.xlsx)
🔄
Path to Conversion
Excel (.xlsx)
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Amazon DSP Impact Analysis

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AMC Analysis
Campaign Performance Overview
Generated on
1

DSP Performance

TargetingSpend (₹)ImpressionsClicksCTReCPCDPVDPVRCPDPVATCPurchasesSales (₹)ROASNTB OrdersNTB %

🎯 DSP Analysis Insights

2

ATC Performance

SegmentImpressionsDPVDPV RateTotal ATCATC / DPVPurchases

🔄 ATC Funnel Insights

3

Pre vs Post Search Performance

MetricPre DSPPost DSPChange

🚀 Halo Effect Insights

4

Top Converting Paths

RankPathPurchase RateDSP PositionNTB %

🔍 Path Analysis Insights

5

New-to-Brand

PathNTB UsersNTB Sales (₹)NTB OrdersNTB User %NTB Purchase %

🌟 NTB Insights

By Targeting Type
TargetingSpend (₹)ImpreCPMClicksCTReCPCDPVDPVRCPDPVATCPurchasesSales (₹)ROASNTB OrdsNTB %
ATC Performance
SegmentImpressionsDPVDPV Rate (DPVR)Total ATCATC / DPV %PurchasesPurchase / ATC %

🎯 Targeting & ATC Insights

By Product
ProductSpend (₹)ImprDPVATCPurchasesSales (₹)ROASNTB Ords
By Placement
PlacementSpend (₹)ImpreCPMDPVATCPurchasesSales (₹)ROAS
Placement × Product
PlacementProductSpend (₹)ImpreCPMDPVATCPurchasesSales (₹)ROASNTB Ords
Targeting × Product
TargetingProductSpend (₹)ImprDPVDPVRATCPurchasesSales (₹)ROASNTB OrdsNTB %

📊 Product & Placement Insights

📊 Pre vs Post DSP — Performance Comparison

MetricPre DSPPost DSPChange
Pre DSP Performance
TypeImpressionsClicksSpend (₹)Sales (₹)OrdersCTRCVRCPC (₹)
Post DSP Performance
TypeImpressionsClicksSpend (₹)Sales (₹)OrdersCTRCVRCPC (₹)

🚀 DSP Halo Effect — Key Findings

Path Summary by Touchpoint Count
Path LengthOccurrencesImpressionsCost (₹)Users PurchasedSales (₹)PurchasesNTB UsersAvg Purchase Rate
Top Converting Paths
RankPathPurchase RateDSP PositionRevenue (₹)NTB %

🔍 Path Analysis Insights

🌟 Why New-to-Brand Matters

NTB = shoppers who have not purchased from your brand in 12 months. DSP consistently drives higher NTB rates than search-only paths.
AMC enables brand-level NTB tracking across DSP + Search journeys combined — not possible from standard campaign reports alone.

NTB Orders — Top 10 DSP Paths

NTB % by Path Type

Top Paths by NTB Orders
PathNTB UsersNTB Sales (₹)NTB OrdersNTB User %NTB Purchase %