Data reference

Introduction

Amazon DSP is Amazon’s demand-side platform for programmatic display, video, audio, and over-the-top advertising across Amazon properties (for example, IMDb, Twitch, and Fire TV) and third-party publishers. The connector integrates with the DSP Reports v3 API through an asynchronous request, poll, and download pipeline to surface advertiser, order, line item, and creative performance, with a wide set of viewability, video, conversion, and cost metrics. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect Amazon DSP to Adriel.

Data refresh strategy

Architecture data

Architecture covers advertisers, orders, line items, and creatives. It refreshes twice daily, at 9:00 PM UTC and 9:00 AM UTC.

Reports data

Reports include daily performance for advertiser, order, line item, and creative. Cache-only. Report data comes from cached daily performance snapshots. Dashboard values are composed from the last snapshot, so the most recent few hours of activity are not yet reflected, and metrics based on uniqueness (such as reach) can be overvalued across date ranges longer than one day. Initial fill. On data source creation, the cache fills with 89 days of historical data at the advertiser, order, line item, and creative levels. Refresh schedule. Reports refresh at 7:00 PM UTC, syncing the last 7 days for order, line item, and creative. Data is considered reliable within the cache sync window. Older data may be incomplete or inaccurate due to legacy caching behavior.

Architecture levels

Advertiser → Order → Line item → Creative

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like impressions is the literal Amazon DSP API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single API field.

Performance

Metric	Description	Data type	API Key
Impressions	Total ad serves.	Number	`impressions`
Clicks (click-throughs)	Total clicks.	Number	`clickThroughs`
eCPM	Effective cost per thousand impressions.	Currency	`eCPM`
eCPC	Effective cost per click.	Currency	`eCPC`
eCPA	Effective cost per acquisition.	Currency	`eCPA`
CTR	Click-through rate.	Percentage	Adriel-computed (clicks / impressions)
Total cost	Total amount spent.	Currency	`totalCost`
Supply cost	Cost paid to the supply source.	Currency	`supplyCost`

Viewability

Each vendor family exposes viewable and measurable impression counts and a viewability rate. Field names extend the listed prefix, for example dvViewableImpressions.

Metric	Description	Data type	API Key
Viewable impressions	Impressions that met viewability standards.	Number	`viewableImpressions`
Viewability rate	Share of measurable impressions that were viewable.	Percentage	`viewabilityRate`
Measurable impressions	Impressions measurable by a viewability vendor.	Number	`measurableImpressions`
DoubleVerify viewability	Viewability measured by DoubleVerify.	Number, Percentage	`dvViewability*`
IAS viewability	Viewability measured by IAS.	Number, Percentage	`iasViewability*`
ComScore viewability	Viewability measured by ComScore.	Number, Percentage	`comscoreViewability*`
DoubleClick viewability	Viewability measured by DoubleClick.	Number, Percentage	`dcViewability*`

Video performance

Metric	Description	Data type	API Key
Video plays / starts	Video starts.	Number	`videoStarts`
Video played to 25% / 50% / 75% / 100%	Quartile completion counts.	Number	`videoQuartile1` / `videoQuartile2` / `videoQuartile3` / `videoComplete`
Drop rates (0% / 25% / 50% / 75%)	Drop-off rates at quartile boundaries.	Percentage	`dropRate*`

Conversions

Every conversion metric uses Amazon DSP’s fixed 14-day attribution window and carries a 14d suffix. There is no API-level support for shorter or longer windows (Amazon DSP reporting docs).

Metric	Description	Data type	API Key
Purchases 14d	Total purchases attributed in the 14-day window.	Number	`purchases14d`
Sales 14d	Attributed sales revenue.	Currency	`sales14d`
Total purchases 14d	Purchases including new-to-brand customers.	Number	`totalPurchases14d`
Total sales 14d	Sales including new-to-brand.	Currency	`totalSales14d`
New-to-brand purchases 14d	Purchases by customers new to the brand.	Number	`newToBrandPurchases14d`
New-to-brand sales 14d	Sales from new-to-brand customers.	Currency	`newToBrandSales14d`
Off-Amazon purchases 14d	Purchases tracked off Amazon.	Number	`offAmazonPurchases14d`
Off-Amazon sales 14d	Off-Amazon sales revenue.	Currency	`offAmazonSales14d`
Combined purchases 14d	On-Amazon plus off-Amazon purchases.	Number	`combinedPurchases14d`

Custom conversion events

For each pixel or conversion event configured in the DSP account, the connector auto-generates a metric family.

Metric pattern	Description	Data type	API Key
`Amazon DSP: [event_name]`	Conversion count for the event.	Number	Resolved from conversion report row
`Amazon DSP: [event_name]: Conversion value`	Conversion value for the event.	Currency	Resolved from conversion report row
`Amazon DSP: [event_name]: CPA`	Cost per acquisition for the event.	Currency	Adriel-computed (spend / conversions)
`Amazon DSP: [event_name]: ROAS`	Return on ad spend for the event.	Ratio	Adriel-computed (value / spend)
`Amazon DSP: [event_name]: CVR`	Conversion rate for the event.	Percentage	Adriel-computed (conversions / clicks)

Brand store engagement

Amazon DSP exposes seven brand store engagement slots that customers configure based on their store layout. All seven are surfaced as metrics; their names follow the store configuration.

Cost accounting

Metric	Description	Data type	API Key
Agency fee	Fee paid to the agency.	Currency	`agencyFee`
Platform fee	DSP platform fee.	Currency	`platformFee`
DoubleVerify fee	Third-party verification fee.	Currency	`dvFee`
IAS fee	Third-party verification fee.	Currency	`iasFee`
ComScore fee	Third-party verification fee.	Currency	`comscoreFee`
DoubleClick fee	Third-party verification fee.	Currency	`dcFee`
Supply cost	Cost paid to the supply source.	Currency	`supplyCost`

Breakdowns

Standard hierarchy

Breakdown	Description	API Key
Advertiser	Group by DSP advertiser entity.	`adAccount`
Order	Group by order (campaign equivalent).	`campaign`
Line item	Group by line item within the order.	`adSet`
Creative	Group by individual creative.	`ad`

Creative attributes

Breakdown	Description	API Key
Creative title	Creative title from architecture metadata.	Resolved from creative metadata
Creative description	Creative description from architecture metadata.	Resolved from creative metadata
Creative size	Creative size or format.	Resolved from creative metadata

Delivery & inventory

Breakdown	Description	API Key
Deal type	Programmatic deal type.	Resolved from line item metadata
Supply source	Inventory supply source.	Resolved from line item metadata

Audience & environment

Breakdown	Description	API Key
Browser	Browser breakdown.	Resolved from breakdown report
Operating system	Operating system breakdown.	Resolved from breakdown report

Time grouping

Amazon DSP returns daily records; Adriel groups them into these views for reporting. Each grouping has its own maximum date range (see Date range limits).

Breakdown	Description
Daily	Split reports by day.
Weekly	Split reports by week.
Monthly	Split reports by calendar month.

Limitations

Fixed 14-day attribution window — every conversion metric uses Amazon DSP’s 14-day window. Comparisons with platforms that use a different default (for example, Meta’s 7-day click) will show differences that come solely from the attribution-window mismatch.
ASIN restatement within 28 days — if ASINs are added to or removed from a campaign after it starts, Amazon restates conversion attribution using the current ASIN set. Restatement applies retroactively and appears in reports within 28 days, so older periods can change from one refresh to the next (Amazon Ads data timing and restatement).
ROAS is computed, not native — Amazon DSP exposes spend and sales but not native ROAS fields, so ROAS (including new-to-brand and combined variants) is computed downstream. Native CTR and ROAS fields, along with advertiserId, advertiserName, date, entityId, intervalEnd, and intervalStart, are excluded from the request set because including them triggers DSP API errors.
Cache-only delivery — reports are served from scheduled snapshots, not on-demand pulls, so the most recent few hours of activity are not yet reflected. Reach across long date ranges can be overvalued, as with any cache-only connector.
Post-refresh adjustments — Amazon may adjust data after the initial refresh: invalid-traffic removal for up to 72 hours, order cancellations and payment declines within 72 hours, and reach and frequency figures may be recomputed (Amazon Ads data timing and restatement).

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Performance

Viewability

Video performance

Conversions

Custom conversion events

Brand store engagement

Cost accounting

Breakdowns

Standard hierarchy

Creative attributes

Delivery & inventory

Audience & environment

Time grouping

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Performance

​Viewability

​Video performance

​Conversions

​Custom conversion events

​Brand store engagement

​Cost accounting

​Breakdowns

​Standard hierarchy

​Creative attributes

​Delivery & inventory

​Audience & environment

​Time grouping

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Performance

Viewability

Video performance

Conversions

Custom conversion events

Brand store engagement

Cost accounting

Breakdowns

Standard hierarchy

Creative attributes

Delivery & inventory

Audience & environment

Time grouping

Limitations

API references

See also