The vCPM optimization type is available for Amazon Ads Sponsored Display campaigns.
How to find it? If you have at least one Sponsored Display campaign, vCPM optimization type will automatically appear as an option when you start creating a new Performance Group.
It’s also color-coded with pink.
Insightful Reporting: Double Metrics
With vCPM, you’ll see double metrics for key performance indicators. We decided to display the second, click only metrics to help you shape a more comprehensive view.
Why? To help you get a better idea of your ads’ actual situation.
The reason is that Amazon Ads attributes vCPM in two ways:
Views and clicks – you see this metric in Amazon Ads console
Click only – via Amazon Ads API Amazon Ads also provides this metric. We decided to display it as second metric in Adspert
Because when you compare both metrics you can see that “Views and clicks” metric can be quite inflated compared to the “Click only" metric.
Practical example:
From the screenshot below the “Views and clicks” metric reports 941 conversions. However, according to the "Click only" metric there were 16 conversions.
This paints a more realistic picture and helps you make informed decisions about your advertising strategy.
Keep in mind: "Click only" metric is only for your information!
vCPM optimization is still based on the “Views and clicks” metric shown in Amazon Ads.
Your Adspert invoices for vCPM optimization are also based on “Views and clicks” Revenue metric.
You can find double metrics in multiple places:
Goals
Key Figures
Products
Budget Suggestions
Monitor
Charts: Click-Only Attribution Toggle (COA)
Another cool addition to display double metrics is Click-Only Attribution (COA) toggle. It lets you switch between “Views and clicks” values and “Click only” metrics on the charts.
You can find it on Monitor, Key Figures, Budget Suggestions, and Products charts.
There’s one more small but important addition on the Key Figures.
Key Figures: 2 vCPM Metrics
To support you in reporting for vCPM, we added two new vCPM-related metrics to Key Figures:
Viewable impressions
eCPM (effective Cost Per Mille)
How to see the new metrics?
First, optimize at least one Sponsored Display campaign with the new vCPM optimization type.
Then both of the new metrics, “Viewable impressions” and “eCPM” will automatically appear in your Key Figures tables and charts.