This glossary provides a complete list of Amazon DSP terms specifically used as column headers in your Orders dashboard, helping you navigate and interpret your campaign data with confidence. Each term is defined to clarify its role in measuring various aspects of ad performance, from impressions and clicks to ROAS and page views.

Indicates the current state of the DSP order. Possible values are Active and Inactive. A user may pause or resume their DSP order by updating this value accordingly.

Indicates the current status of the DSP order. Possible values include Delivering, Inactive, Ended, Line items not running, and Processing.

A unique identifier for the DSP order, including a customizable name to help keep track of different campaigns.

The date when the DSP order is scheduled to begin delivering ads, corresponding to the earliest chronological flight’s start date.

The date when the DSP order is scheduled to stop delivering ads, corresponding to the last chronological flight’s end date.

The total amount allocated to the DSP order for the entire campaign duration, corresponding to the sum of all attributed flight budgets.

The budget allocated for the specific flight (a time-bound period) within the DSP order.

A set limit on the number of times an advertisement can be served to a unique user during a specific time period. This value can be set at the individual user or household level.

The pace at which the DSP order is spending relative to the allocated budget and time. This ensures that spend is on track with the campaign schedule. Delivery rate = (current flight total spend / current flight total budget) / percentage of current flight time elapsed.

The portion of the current flight's budget that may remain unspent if the campaign under-delivers. This helps identify potential under-utilization of the budget. Budget at risk = current flight total budget - (current flight total spend + yesterday’s spend * remaining days in current flight).

Allows you to limit the DSP order's spend by day and/or month, helping control costs and ensuring the campaign stays within your desired budget parameters.

Represents the percentage of viewable impressions, calculated by dividing the number of viewable impressions by the total number of measurable impressions.

The number of times users have clicked on the ads within the DSP order.

Units of promoted products purchased, attributed to an ad view or click. A single purchase event can include multiple sold units.

Units of the brands' products purchased, attributed to an ad view or click. A single purchase event can include multiple sold units.

Return on advertising spend for promoted products, measured as ad-attributed sales for promoted products per advertiser currency unit of ad spend. ROAS = Product sales / Total cost.

Return on ad spend, measured as ad-attributed sales for the brands’ products per advertiser currency unit of ad spend. Total ROAS = Total product sales / Total cost.

The primary performance indicator, for instance ROAS, that the DSP order is optimized to achieve. Also included is the numeric value of that target performance indicator set by the user.

The total number of times the ads within the DSP order have been shown to users. Impressions = gross impressions - invalid impressions.

The total amount spent on the DSP order to date. This does not include the third-party fees paid by the agency.

Effective cost per thousand impressions, representing the cost to deliver 1,000 impressions for the DSP order.

Sales of promoted products, attributed to an ad view or click.

Sales of the brands’ products, attributed to an ad view or click.

The number of detail page views for promoted products, attributed to an ad view or click.

Detail page view rate for promoted products relative to the number of ad impressions. DPVR = DPV / Impressions.

The number of new-to-brand purchases for promoted products, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Number of new Subscribe & Save subscriptions for promoted products, attributed to an ad view or click. This does not include replenishment subscription orders.

Sales of promoted products to new-to-brand shoppers, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.

Number of new Subscribe & Save subscriptions for the brands’ products, attributed to an ad view or click. This does not include replenishment subscription orders.

Number of detail page views for all the brands’ products, attributed to an ad view or click.

Detail page view rate for the brands’ products, relative to the number of ad impressions. Total DPVR = Total DPV / Impressions.

Sales of the brands’ products purchased by new-to-brand shoppers, attributed to an ad view or click. Shoppers are "new to brand" if they have not purchased from the brand in the last 365 days.