Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising platform, enabling advertisers to reach audiences across Amazon-owned properties, third-party websites, apps, and streaming TV. Whether you're managing DSP campaigns through the Amazon Ads console, pulling data via the Amazon Ads API, or building reports in Amazon Marketing Cloud, understanding every available dimension and metric is essential for effective programmatic advertising.
This guide covers every dimension and metric available in Amazon DSP as of 2026. We've organized them by category, included API field references, and added practical context on when and how each one matters for campaign optimization. From core delivery metrics to Amazon-exclusive conversion data like Detail Page Views and New-to-Brand purchases, this is your complete reference.
What Are Dimensions vs Metrics in Amazon DSP?
In Amazon DSP's reporting model, dimensions are descriptive attributes that define how you organize and segment your data — like order name, line item, audience segment, creative size, supply source, or geography. They define the rows in your reports.
Metrics are the quantitative measurements — impressions, clicks, total cost, purchases, ROAS, video completions. They tell you what happened and how your campaigns performed.
Amazon DSP reporting is available through the Amazon Ads console (pre-built and custom reports), the Amazon Ads API (programmatic data access), and Amazon Marketing Cloud (advanced SQL-based analytics on event-level data). Each surface provides access to the same core dimensions and metrics with different levels of granularity.
Campaign, Order, and Line Item Dimensions
Amazon DSP uses a three-level campaign hierarchy: Order > Line Item > Creative. Orders set the overall parameters, Line Items define targeting and optimization, and Creatives contain the actual ad content. These dimensions are the structural backbone of all DSP reporting.
| Dimension | API Field | Description |
|---|---|---|
| Order ID | orderId | Unique identifier for the DSP order (top-level campaign container) |
| Order Name | orderName | Advertiser-defined name for the order |
| Order Budget | orderBudget | Total budget allocated to the order across its entire flight |
| Order Start Date | orderStartDate | Date when the order begins running |
| Order End Date | orderEndDate | Date when the order stops running |
| Advertiser ID | advertiserId | Amazon DSP advertiser entity associated with the order |
| Line Item ID | lineItemId | Unique identifier for the line item |
| Line Item Name | lineItemName | Advertiser-defined name for the line item |
| Line Item Type | lineItemType | Format category: standard display, video, OTT/streaming TV, or audio |
| Line Item Status | lineItemStatus | Current delivery status: delivering, paused, ended, pending, or budget depleted |
| Line Item Budget | lineItemBudget | Budget allocated to this specific line item |
| Optimization Goal | optimizationGoal | What the line item optimizes for: reach, CTR, DPVR, ROAS, or conversions |
| Bid Strategy | bidStrategy | Bidding approach: fixed bid, dynamic bid, or automated bid |
| Base Bid | baseBid | Maximum CPM bid for the line item |
| Frequency Cap | frequencyCap | Maximum number of impressions per user within a defined period |
| Pacing | pacingType | Budget delivery speed: even pacing (spread evenly) or front-loaded |
Creative Dimensions
Creative dimensions describe the ad units served within your line items. Amazon DSP supports multiple creative formats including standard display banners, responsive ecommerce creatives (auto-generated from product detail pages), video creatives, and audio ads. These dimensions help you analyze performance by creative format, size, and content.
| Dimension | API Field | Description |
|---|---|---|
| Creative ID | creativeId | Unique identifier for the creative |
| Creative Name | creativeName | Advertiser-defined name for the creative |
| Creative Type | creativeType | Format: static image, HTML5, responsive ecommerce, video, or audio |
| Creative Size | creativeSize | Ad dimensions in pixels (e.g., 300x250, 728x90, 160x600, 970x250) |
| ASIN | asin | Amazon Standard Identification Number for products in ecommerce creatives |
| Landing Page URL | landingPageUrl | Destination URL the creative links to (Amazon detail page, Store, or custom URL) |
| Click-Through URL | clickThroughUrl | Full URL including tracking parameters that users are directed to on click |
| Video Duration | videoDuration | Length of the video creative in seconds (for video and OTT creatives) |
| Creative Approval Status | approvalStatus | Review state: approved, rejected, pending review, or requires changes |
Core Metrics: Impressions, Clicks, and Cost
These fundamental metrics measure the delivery and efficiency of your Amazon DSP campaigns. They form the foundation of all performance analysis — from understanding how many people saw your ads to how much you paid for each interaction.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Impressions | impressions | Number of times your ads were served | Counts each ad render, including repeats to the same user |
| Clicks | clicks | Number of clicks on your ads | Counts all clicks on the creative — link clicks to the destination |
| Click-Through Rate (CTR) | clickThroughRate | Percentage of impressions that resulted in a click | (Clicks ÷ Impressions) × 100 |
| Total Cost | totalCost | Total ad spend including media cost and Amazon DSP fees | Sum of all costs associated with delivering impressions |
| eCPM (Effective Cost per Mille) | eCPM | Effective cost per 1,000 impressions | (Total Cost ÷ Impressions) × 1,000 |
| eCPC (Effective Cost per Click) | eCPC | Effective cost per click | Total Cost ÷ Clicks |
| Supply Cost | supplyCost | Media cost paid to publishers for the ad inventory | Excludes Amazon DSP platform fees and data costs |
| Data Cost | dataCost | Cost for third-party audience data segments used in targeting | Charged per impression when third-party audiences are applied |
| Unique Reach | uniqueReach | Estimated number of unique users who saw your ads | Deduplicated count — cannot be summed across time periods |
| Frequency | frequency | Average times each unique user saw your ad | Impressions ÷ Unique Reach |
Conversion Metrics: Purchases, ROAS, DPV, and NTB
Amazon DSP conversion metrics are uniquely powerful because they connect ad exposure directly to shopping behavior on Amazon. These metrics leverage Amazon's first-party purchase data to provide deterministic conversion attribution that other DSPs simply cannot match.
Purchase and Revenue Metrics
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Total Purchases | totalPurchases | Number of attributed purchase events on Amazon | Includes all purchases within the attribution window (default 14 days) |
| Total Sales | totalSales | Total attributed revenue from purchases on Amazon | Gross product sales value of attributed purchases |
| Purchase Rate | purchaseRate | Percentage of impressions that resulted in a purchase | (Total Purchases ÷ Impressions) × 100 |
| ROAS | roas | Return on ad spend | Total Sales ÷ Total Cost |
| Total Units Sold | totalUnitsSold | Total quantity of product units purchased | Sum of all items in attributed purchase orders |
| Total Subscribe & Save | totalSubscribeAndSave | Number of Subscribe & Save subscriptions attributed to the campaign | Amazon-exclusive metric for recurring purchase commitments |
| Cost Per Purchase | costPerPurchase | Average cost to drive one purchase | Total Cost ÷ Total Purchases |
Detail Page View Metrics
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Detail Page Views (DPV) | dpv | Times users viewed an Amazon product detail page after ad exposure | Strong mid-funnel signal indicating product consideration |
| DPVR (Detail Page View Rate) | dpvr | Percentage of impressions that led to a detail page view | (DPV ÷ Impressions) × 100 |
| Cost Per DPV | costPerDpv | Average cost to generate one detail page view | Total Cost ÷ DPV |
| Add to Cart | addToCart | Times users added your product to their Amazon cart after ad exposure | Indicates strong purchase intent — higher funnel than purchase |
| Add to Cart Rate | addToCartRate | Percentage of impressions leading to an add-to-cart action | (Add to Cart ÷ Impressions) × 100 |
New-to-Brand (NTB) Metrics
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| NTB Purchases | ntbPurchases | Purchases from customers new to your brand on Amazon in the past 12 months | Users who have not bought any product from your brand in 12 months |
| NTB Purchase Rate | ntbPurchaseRate | Percentage of total purchases from new-to-brand customers | (NTB Purchases ÷ Total Purchases) × 100 |
| NTB Sales | ntbSales | Revenue from new-to-brand customers | Total sales value from NTB purchases only |
| NTB Cost Per Acquisition | ntbCostPerAcquisition | Cost to acquire each new-to-brand customer | Total Cost ÷ NTB Purchases |
| NTB ROAS | ntbRoas | Return on ad spend from new-to-brand customers only | NTB Sales ÷ Total Cost |
| NTB Units Sold | ntbUnitsSold | Product units purchased by new-to-brand customers | Subset of total units sold from first-time brand buyers |
Video Metrics
Video metrics measure how users engage with your video and OTT (Over-the-Top streaming TV) creatives. From initial play-through completion milestones, these metrics reveal creative effectiveness and viewer engagement levels.
| Metric | API Field | Description |
|---|---|---|
| Video Starts | videoStarts | Number of times the video began playing (first frame rendered) |
| Video First Quartile | videoFirstQuartile | Times the video played through 25% of its duration |
| Video Midpoint | videoMidpoint | Times the video played through 50% of its duration |
| Video Third Quartile | videoThirdQuartile | Times the video played through 75% of its duration |
| Video Completions | videoCompletions | Times the video played to 100% completion |
| Video Completion Rate (VCR) | videoCompletionRate | Percentage of video starts that played to completion |
| Video Muted Plays | videoMutedPlays | Video plays with sound muted at start |
| Video Unmuted Plays | videoUnmutedPlays | Video plays with sound on at start |
| Video Click-Throughs | videoClickThroughs | Clicks that occurred during video playback |
| Companion Clicks | companionClicks | Clicks on the companion display banner alongside the video ad |
| Cost per Video Completion | costPerVideoCompletion | Average cost for each completed video view |
| OTT Impressions | ottImpressions | Impressions served on streaming TV (Fire TV, Twitch, etc.) |
| OTT Unique Reach | ottUniqueReach | Unique households reached through OTT placements |
Audience Dimensions
Audience dimensions describe the targeting segments applied to your line items. Amazon DSP offers uniquely powerful audience targeting built on first-party Amazon shopping behavior data — something no other DSP can replicate.
| Dimension | API Field | Description |
|---|---|---|
| Audience Segment Name | audienceSegmentName | Name of the audience segment applied to the line item |
| Audience Type | audienceType | Category: in-market, lifestyle, remarketing, advertiser, lookalike, or contextual |
| In-Market Segment | inMarketSegment | Users actively browsing or purchasing in specific Amazon product categories |
| Lifestyle Segment | lifestyleSegment | Users with long-term shopping patterns indicating specific interests or lifestyles |
| Remarketing Segment | remarketingSegment | Users who previously viewed, carted, or purchased your specific products |
| Advertiser Audience | advertiserAudience | First-party audience data uploaded through Amazon Marketing Cloud or hashed lists |
| Lookalike Audience | lookalikeAudience | Modeled audience based on shared characteristics with your seed audience |
| Contextual Targeting | contextualTargeting | Pages matched by content category, keywords, or product category context |
| Geographic Region | geoTarget | Geographic targeting: country, state, DMA, or zip code level |
| Day Parting | dayParting | Time-of-day and day-of-week scheduling applied to delivery |
Supply Source Dimensions
Supply source dimensions describe where your ads were served — across Amazon-owned properties and third-party inventory sources. Understanding supply performance is critical for optimizing where your budget is allocated and ensuring brand safety.
| Dimension | API Field | Description |
|---|---|---|
| Supply Source | supplySource | Where the impression was served: Amazon owned-and-operated, third-party exchange, or direct publisher |
| Site/App Name | siteName | Specific website or app where the ad was displayed |
| Exchange | exchange | Ad exchange through which the impression was purchased |
| Domain | domain | Publisher domain where the ad was rendered |
| Device Type | deviceType | Device category: desktop, mobile, tablet, connected TV, or Fire TV |
| Operating System | operatingSystem | OS of the device: Windows, macOS, iOS, Android, Fire OS |
| Browser | browser | Web browser: Chrome, Safari, Firefox, Edge, Amazon Silk |
| Environment | environment | Whether the ad was served in a mobile web, in-app, or desktop web environment |
Viewability Metrics
Viewability metrics measure whether your ads were actually seen by users — not just served. An ad can be technically "served" but loaded below the fold or in a background tab where no one sees it. Viewability metrics ensure you're paying for genuine exposure.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Measurable Impressions | measurableImpressions | Impressions where viewability could be measured | Some environments block measurement scripts |
| Measurable Rate | measurableRate | Percentage of impressions that were measurable | (Measurable Impressions ÷ Impressions) × 100 |
| Viewable Impressions | viewableImpressions | Impressions that met the IAB viewability standard | 50%+ pixels in-view for 1+ second (display) or 2+ seconds (video) |
| Viewable Rate | viewableRate | Percentage of measurable impressions that were viewable | (Viewable Impressions ÷ Measurable Impressions) × 100 |
| Viewable eCPM | viewableEcpm | Effective cost per 1,000 viewable impressions | (Total Cost ÷ Viewable Impressions) × 1,000 |
| Average Viewable Time | avgViewableTime | Average duration the ad was in-view on screen | Measured in seconds — longer view times correlate with higher recall |
How to Use Amazon DSP Metrics for Campaign Optimization
With Amazon DSP's rich set of metrics, knowing which ones to prioritize depends on your campaign objectives. Here's a practical framework for selecting the right metrics at each stage of the funnel.
For awareness campaigns
Focus on unique reach, frequency, eCPM, and viewable rate. For video campaigns, track VCR (Video Completion Rate) and cost per video completion. Monitor frequency to prevent ad fatigue — keep it below 5-7 for prospecting audiences. Use the viewable eCPM to understand your true cost for impressions that were actually seen.
For consideration campaigns
Prioritize DPVR (Detail Page View Rate), cost per DPV, and add-to-cart rate. These Amazon-specific metrics measure whether people are actively researching your products after ad exposure. A strong DPVR indicates your targeting is reaching interested shoppers and your creative is compelling enough to drive product investigation.
For conversion campaigns
Track ROAS, purchase rate, cost per purchase, and total sales. Break down by audience segment to identify which targeting strategies deliver the highest returns. Compare NTB purchase rate against total purchase rate to understand the mix of new customer acquisition vs. retargeting existing buyers.
For brand growth campaigns
Use NTB metrics as your primary KPIs — NTB purchases, NTB ROAS, and NTB cost per acquisition. These tell you whether your DSP investment is expanding your customer base or primarily re-engaging existing buyers. A high NTB percentage (above 60%) indicates strong acquisition performance. Pair with Subscribe & Save conversions to measure long-term customer value creation.
Common Mistakes When Analyzing Amazon DSP Data
Even experienced programmatic advertisers make these mistakes when working with Amazon DSP metrics. Avoiding them will improve your analysis accuracy and campaign performance.
1. Comparing DSP ROAS directly with Sponsored Ads ROAS
Amazon DSP and Sponsored Ads use different attribution models and windows. DSP uses view-through and click-through attribution (typically 14-day click, 14-day view), while Sponsored Ads use click-only attribution (7 or 14 days). DSP ROAS will naturally include more attributed sales due to view-through conversions. Compare them as complementary channels, not competing ones.
2. Ignoring viewability in CPM comparisons
A $5 CPM with 70% viewable rate is effectively $7.14 per thousand viewable impressions. A $7 CPM with 90% viewability is $7.78. The "cheaper" inventory is almost the same effective cost. Always calculate viewable eCPM for accurate cost comparisons across supply sources.
3. Optimizing for CTR on upper-funnel campaigns
Display and video ads often work through brand exposure rather than direct clicks. Optimizing for CTR pushes the algorithm toward click-bait placements and audiences, often at the expense of reaching quality potential customers. For awareness goals, optimize for reach or DPVR instead. CTR optimization makes sense only for direct-response line items targeting lower-funnel remarketing audiences.
4. Not segmenting NTB vs. existing customer performance
If your overall ROAS looks strong but most purchases come from existing customers, your DSP campaigns may be duplicating conversions that would have happened organically. Always break out NTB metrics separately to understand the incremental value your DSP spend is creating.
5. Summing unique reach across time periods
Like all reach metrics, Amazon DSP unique reach is deduplicated — the same person seeing ads in January and February counts as one person for the quarter. Adding monthly reach numbers overstates your actual audience size. Query reach for the full period you need to measure.
6. Overlooking supply source quality
Not all inventory performs equally. Amazon-owned inventory (Amazon.com, IMDb, Twitch) typically delivers higher viewability and conversion rates than third-party exchange inventory. Review performance by supply source and site/app name regularly. Block underperforming domains and allocate more budget to high-performing placements for better overall efficiency.
