Data considerations
Data accuracy
All data reported on the app is pulled directly from the API with 99%+ accuracy on amazon reported data. Only unavailable industry-standard metrics on API (like conversion rates or costs per acquisition) are calculated in-app.
Data is shown only from the moment the app gains API access to the account, and the maximum range allowed for import is 60 days prior to establishing a connection. Any data reported before this period should be considered partial.
Date ranges
Real time metrics cannot be reported, therefore "today" does not exist in the app. Date ranges vary as a consequence.
For example, "last 7 days" and "last 30 days" are different in the app and amazon native platform. This is because amazon accounts for "today", but the app counts backwards starting "yesterday". The same will occur with "this month", which will only report data until the day before on the app. In order to compare date ranges, it is best practice to choose them manually.
Conversion window
Understanding the difference in attribution models is essential to get a grasp on why there may be discrepancies between the sales and orders data in amazon native platform and app due to the use of different conversion windows.
The app uses the vendor central 14-day attribution model (clicks that resulted in orders within a 14-day period of clicking), whereas Amazon splits attribution models for seller central accounts in 7 days for sponsored products and 14 days for sponsored brands and display, meaning that sponsored products campaigns are attributed orders up to 7 days after the click occurred, and sponsored brands/display can be attributed orders after 14 days of clicking.
Additionally, until recently, API only attributed click-through orders, which means view-through orders (orders attributed to "views" on and off amazon) will not be reported in app for the time being. This is evidenced in the difference of conversions reported on display campaigns "views & clicks" attribution.
Sales data for campaigns using the 14 day attribution model will be identical in both platforms for the same time range (example, sponsored brands). There still may be slight differences in traffic metrics (clicks, spending, etc.) due to click/spend invalidation, but usually the difference is less than 0.10%.
The following table illustrates the differences between multiple platforms and attribution models for the different campaign types:
Sponsored products
7 days
14 days
14 days
Sponsored brands
14 days
14 days
14 days
Sponsored display
14 days
14 days
14 days
Attribution models cannot be changed in either platform for the time being.
ASIN attributed data
ASIN metrics can only be attributed to product ads; there is no attribution (or SKU/ASIN ads) for sponsored brands, as this type of campaign is associated with a landing page rather than specific ASINs/SKUs. Therefore, ad data for sponsored brand campaigns will not be present on any of the ASIN or ad tabs, though total sales do account for all campaigns (plus organic data).
It is possible to have higher sales on ads compared to totals on a specific ASIN (ad sales ratio higher than 100%); sales that originated on an ASIN can still be attributed if a different ASIN on the account (NOT COMPETITOR ACCOUNTS) converted instead of the "source ASIN". These stats can be viewed in the "same SKU"/"other SKU" metrics.
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