Amazon Marketing Stream Explained
Amazon Marketing Stream (AMS) or Hourly Metrics provides hourly* performance data by keyword, including details such as targeting performance by placement and budget consumption. This data can help you optimize your campaigns more effectively and respond quickly to any performance changes. Use AMS to:
See traffic and conversion data summarized hourly with more dimensions available in a single dataset.
Get notified about budget consumptions, such as when campaigns are running out of budget.
*Please note that updates are made once per day at 10:30 AM PST for Analytic users.
Marketplace Availability: AMS data is available for all the marketplaces. The data would be in the same local time zone as the account.
Getting Started with Amazon Marketing Stream
AMS is free of cost and currently available only on a request basis.
To get it enabled for your account, drop us a message via mail or chat. It takes around 24 hours for data to populate. There won't be any historical data; you'll start receiving data once the AMS is enabled.
Once enabled, you will find the data under Hourly Metrics dashboard in the left Navigation menu.
Here's what you'll find in the new AMS dashboard:
Traffic and conversion data are summarized hourly.
Performance Metrics will show Conversion Rate, Conversion, Clicks, Impressions, Spend, and Average CPC data.
Option to analyze the hourly data by SP and SD campaign type, SB coming soon.
Data is available for Today, Yesterday, the Last 7, 14, 30 and 60 days and special events like Prime Days and Black Fridays.
Data displayed is based on the 14-day attribution window; other attribution windows, such as 1-day, 7-day, and 30-day are available through Intentwise Analytics Cloud.
Total conversion is displayed, but Same Sku Conversion is available through Intentwise Analytics Cloud.
Watch the video
Amazon Marketing Stream For Intentwise Analytics Cloud
To get the AMS data in your desired reporting destination, such as Looker Data Studio, Power BI, and Tableau, follow the below steps:
Step 1: Get AMS enabled for the required accounts by contacting us by email or chat.
Step 2: Add the accounts as data sources by navigating to Intentwise Analytics Cloud > My Connections > Amazon Marketing Stream.
Select the accounts and click on Enable.
Step 3: Ensure that you have desired data destination added. For example, if you want the data in Looker data studio, ensure it is enabled.
After connecting your data sources for the first time, it'll usually take 24 hours to reflect the data in your data destination.
Budget Consumption
Budget usage data helps you understand how fast your campaigns are spending daily budgets and can give you the information needed to make quick budget decisions.
Here's what you'll find in the new Budget Consumption dashboard:
List of campaigns that today have already spent 80% or more of their daily budget as default.
List of campaigns that ran out of budget yesterday.
Option to filter the campaigns for their percentage of the used budget.
Budget data is updated in near real time, specifically for every 5% change increment. This will allow you to monitor out of budget campaigns and to increase budget as necessary for tentpole events such as Prime Day, Black Friday/ Cyber Monday, etc.
Why do I see negative values for the first few days of data?
The negatives are corrections happening retroactively based on Amazon’s click and conversion validation process. You may have negative aggregated values for the first day or two that we enabled the connection as you didn’t receive original traffic on those days, just corrections. The recommendation is to ignore negative values in the first one to two days.
After the first two days, you should start receiving positive values; if you do not see aggregate positive values after two days, contact support.
You will continue to see negative deltas as corrections happen due to click invalidation, but they should always aggregate to positive values.
Why am I receiving null records?
You can disregard these rows. This is expected and these these rows are not an issue and will cause no issues with data as they aggregate to 0.