--- title: Organic vs Ad-Exposed Purchases description: See how much of your Amazon sales, purchases, and new customers came through an ad exposure, and how much happened organically. --- [Skip to content](https://help.intentwise.com/organic-vs-ad-exposed-purchases#main-content) ![footer-logo.png\]](https://help.intentwise.com/hs-fs/hubfs/footer-logo.png?width=210&height=40&name=footer-logo.png) Open main navigation Close main navigation Advice and answers from Intentwise - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://help.intentwise.com/?hsLang=en) 2. [Intentwise Explore (AMC)](https://help.intentwise.com/intentwise-explore-amc?hsLang=en) 3. [Instructional Queries](https://help.intentwise.com/intentwise-explore-amc?hsLang=en#instructional-queries) # Organic vs Ad-Exposed Purchases ## Understand how ad exposure contributed to your Amazon sales, purchases, and new customers versus organic activity. ### **Organic vs Ad-Exposed Purchases** Organic vs Ad-Exposed Purchases AMC dashboard splits every purchase outcome - sales, purchases, shoppers, and new-to-brand shoppers - into Ad-Exposed (the shopper had an ad exposure before buying) and Organic (no ad exposure within the attribution window before buying). It answers a question Sponsored Ads and DSP reporting can't answer on their own: of everything your brand sold, how much happened with an ad in the picture, and how much happened without one? The dashboard runs on Amazon's ad exposure events (impressions and clicks across your account's ad types) joined to the Amazon Insights dataset, for the date range and product filters you select. The dashboard helps you answer three key questions: - How much of my sales, purchases, and new customers are ad-exposed versus organic? - Which products carry the most Ad-Exposed versus Organic performance? - Does this split change for Subscribe & Save purchases specifically? The dashboard includes three sections: - **Exposure Summary:** account-level totals, each split Ad-Exposed vs Organic - **Top 5 ASINs by \[selectable metric\]:** which products carry the most Ad-Exposed vs Organic performance - **All Products:** the same Ad-Exposed / Organic / Total split for every ASIN, in one sortable table ### **Header Controls** Use the controls at the top of the dashboard to customize the analysis. - **Account / Brand selector:** switches which account is in scope. - **AMC Instance selector:** picks the AMC instance the query runs against. Accounts with more than one AMC instance will see more than one option here. - **Choose a Dashboard:** confirms you're viewing “Organic vs Ad-Exposed Purchases” specifically. - **“Learn More About Organic vs Ad-Exposed Purchases” banner:** a collapsible panel under the title with Amazon's own methodology for the attribution window and which ad types count as an exposure. Expand this for the precise technical definition behind the Ad-Exposed / Organic split. - **Date Range:** sets the reporting window, e.g. 2026-07-01 to 2026-07-30. - **Products:** multi-select, defaults to all products selected. Lets you scope the dashboard to a subset of ASINs. - **All Products / Subscribe & Save toggle:** switches the entire dashboard - summary cards, Top 5, and the detail table - between all purchases and Subscribe & Save purchases only. Useful for seeing whether a replenishable product line leans more on ads or on organic repeat purchases. - **Download icon:** exports the underlying data for the dashboard. If you need the analysis run for a different period, reach out to help@intentwise.com. ### **Ad-Exposed vs Organic, Defined** **Ad-Exposed:** the purchase is attributed to a shopper who had at least one ad impression or click prior to buying, within the attribution window. **Organic:** the purchase happened with no qualifying ad exposure in that window — the shopper arrived via search, browse, direct navigation, or another unpaid path. ### **Exposure Summary** Four account-level totals for the selected date range, product filter, and All Products / Subscribe & Save toggle, each split into Ad-Exposed and Organic with a percentage share: | **Metric** | **What it measures** | **Why it matters** | | --- | --- | --- | | Total Product Sales | Dollar sales, split by whether the buyer was Ad-Exposed or Organic. | The headline revenue-attribution split for the account. | | Total Purchases | Purchase events, split the same way. | Can exceed Total Shoppers if buyers purchase more than once; pairs with Total Product Sales to sanity-check average order value in each bucket. | | Total Shoppers | Unique buyers, split the same way. | De-duplicated reach of paid versus unpaid purchase paths. | | New-to-Brand Shoppers | Unique first-time brand buyers (per Amazon's standard 12-month new-to-brand definition), split the same way. | Shows how much of your new-customer acquisition currently overlaps with an ad touchpoint — a strong number for justifying upper-funnel/prospecting spend. | ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-07-2026-03-36-18-9746-PM.png?width=670&height=272&name=image-png-Sep-07-2026-03-36-18-9746-PM.png) *Header controls, the All Products / Subscribe & Save toggle, and the four Exposure Summary KPI cards.* ### **Top 5 ASINs by \[selectable metric\]** Ranks the top 5 ASINs by a metric you choose from the dropdown — Total Product Sales (shown), Total Purchases, Total Shoppers, New-to-Brand Shoppers, NTB Purchases, NTB Sales, Total Units Sold, or NTB Units Sold. Each ASIN shows two bars on the same scale: a longer Ad-Exposed bar and a shorter Organic bar, both labeled with the underlying value. ![](https://help.intentwise.com/hs-fs/hubfs/undefined-Sep-07-2026-03-34-19-7076-PM.png?width=670&height=243&name=undefined-Sep-07-2026-03-34-19-7076-PM.png) *Top 5 ASINs with Ad-Exposed vs Organic bars; the dropdown switches the ranking metric across eight options.* ### **All Products** The full ASIN-level table, one row per product, with visible columns grouped into Total Product Sales, Total Purchases, and Total Shoppers — each group split into Ad Exposed, Organic, and Total sub-columns, sortable by any column. This is the same grouped-column pattern as the summary cards, just at ASIN granularity. Each row includes a copy-ASIN icon and a link out to the product listing. ![](https://help.intentwise.com/hs-fs/hubfs/undefined-Sep-07-2026-03-34-20-5594-PM.png?width=670&height=309&name=undefined-Sep-07-2026-03-34-20-5594-PM.png) *Full ASIN-level table, Ad Exposed / Organic / Total split across Total Product Sales, Total Purchases, and Total Shoppers (table continues further right).* ### **Key Use Cases** #### **Justify Upper-Funnel and Prospecting Spend** Use the New-to-Brand Shoppers split to see how much of your new-customer acquisition currently overlaps with an ad touchpoint. #### **Evaluate Ad Dependency by Product** Use the Top 5 ASINs and All Products views to see which products rely heavily on ads for sales and which sell well organically. #### **Size Your Organic Baseline** Use Exposure Summary to understand the portion of sales, purchases, and shoppers that would exist even without ad spend. #### **Assess Subscribe & Save Separately** Use the All Products / Subscribe & Save toggle to see whether your replenishment business leans more on ads or on organic repeat purchases. ### **Recommendations** - **Use the Ad-Exposed / Organic split as a baseline, not a target:** some level of organic sales is expected and healthy, and a low organic share isn't automatically a problem for every category. - **Focus on New-to-Brand Shoppers:** this is the number that most directly ties ad spend to acquisition, since new customers are less likely to already know your brand. - **Compare products, not just totals:** a product with a small overall Organic share can still be highly ad-dependent for new-to-brand customers, even if repeat buyers tend to find it organically. - **Check the Subscribe & Save split** before changing bids or budgets on replenishable products, since the Ad-Exposed / Organic mix can look very different for recurring versus one-time buyers. ### **Insights Dashboard Metrics Glossary** **All Products (per ASIN).** One pattern covers all 16 original lines: - **Exposure Share** = (metric for the ASIN at the given exposure type / metric for the ASIN across all exposure types) × 100 - **Exposure types:** ad-exposed, non-ad-exposed - **Metrics:** total product sales, NTB product sales, total purchases, NTB purchases, users that purchased, NTB users that purchased, total units sold, NTB units sold **Scorecards (per exposure group).** One pattern covers all 4 original lines: - **Exposure Group Share** = (metric for the exposure group / metric across every exposure group in the result) × 100 - **Metrics:** total product sales, total purchases, users that purchased, NTB users that purchased **Subscribe & Save.** Sums are taken across every ASIN in the result, combining ad-exposed and organic: - T**otal ASINs With Activity** = count of ASINs in the result - **Total First SNS Purchases** = Σ (ad-exposed + organic first-time S&S purchases) - **Total First SNS Sales** = Σ (ad-exposed + organic first-time S&S sales) - **Total Repeat SNS Purchases** = Σ (ad-exposed + organic repeat S&S purchases) - **Total Repeat SNS Sales** = Σ (ad-exposed + organic repeat S&S sales) - **Total SNS Orders** = Total First SNS Purchases + Total Repeat SNS Purchases - **Total SNS Sales** = Total First SNS Sales + Total Repeat SNS Sales - **Sort order** = (first-time S&S purchases) × (repeat S&S purchases), highest first ### **Frequently Asked Questions** **What counts as an “ad exposure”?** An ad exposure is at least one ad impression or click across your account's ad types, occurring within the attribution window before a purchase. See the “Learn More” panel in the dashboard for Amazon's full methodology. **What data does this dashboard use?** It uses Amazon's ad exposure events (impressions and clicks) joined to the Amazon Insights dataset, for your selected date range and product filter. **Why doesn't Total Purchases equal Total Shoppers?** A shopper can purchase more than once in the selected period, so Total Purchases can exceed Total Shoppers within either the Ad-Exposed or Organic split. **What's the difference between the All Products view and the Subscribe & Save view?** All Products includes every purchase in the period. Subscribe & Save narrows the same dashboard — summary cards, Top 5, and the detail table — to Subscribe & Save purchases only. **Can I see this split at the individual ASIN level?** Yes. The Top 5 ASINs card and the All Products table both report the Ad-Exposed / Organic / Total split by ASIN, not just at the account level. **Can I run this for a different date range?** The dashboard is generated for the range shown in the header. 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