> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adriel.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Data reference

> Metrics, breakdowns, refresh cadence, and limits for the Amazon DSP data source in Adriel.

## 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-sources/a-f/amazon-dsp/how-to-connect).

## 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

<Note>
  **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.
</Note>

### 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

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

| 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

<Note>
  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](https://advertising.amazon.com/API/docs/en-us/guides/reporting/v3/overview)).
</Note>

| 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

<Note>
  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).
</Note>

| 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](https://advertising.amazon.com/help/GHTRFDZRE358F5BR)).
* **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](https://advertising.amazon.com/help/GHTRFDZRE358F5BR)).

## API references

* [Amazon Advertising API documentation](https://advertising.amazon.com/API/docs/en-us/)
* [Reporting v3 overview](https://advertising.amazon.com/API/docs/en-us/guides/reporting/v3/overview)
* [Amazon DSP measurement and reporting](https://advertising.amazon.com/API/docs/en-us/guides/reporting/v3/report-types/dsp-campaign)

## See also

* [How to connect Amazon DSP to Adriel](/data-sources/a-f/amazon-dsp/how-to-connect) (paired how-to)
* [Amazon Ads data reference](/data-sources/a-f/amazon-ads/data-reference)
* [Amazon Ad Server (Sizmek) data reference](/data-sources/a-f/amazon-ad-server-sizmek/data-reference)
* [The Trade Desk data reference](/data-sources/o-z/the-trade-desk/data-reference)