This glossary provides a complete list of Amazon DSP terms specifically used as column headers in your Line Items dashboard, helping you navigate and interpret your 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 Line Item. Possible values are Active and Inactive. A user may pause or resume their DSP Line Item by updating this value accordingly.

Indicates the current status of the DSP order. Possible values include Delivering, Inactive, Ended, Creatives not running, Processing, Ready to deliver, Proposal, Out of budget.

A unique identifier for the DSP Line Item, including a customizable name to help keep track of different ad groups.

The date when the DSP line item is scheduled to begin delivering ads.

The date when the DSP line item is scheduled to stop delivering ads.

Refers to the ad spaces or impressions available for purchase across a network of digital properties where ads can be served. In Amazon DSP, this inventory includes spaces across Amazon’s owned properties, for instance Amazon, IMDb, Fire TV, as well as a broad selection of third-party sites and apps within Amazon’s ad network.

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

A setting applied to line items to ensure ads are shown in placements with a certain probability of being seen by users. Viewability refers to the likelihood that an ad will appear in a viewable location on a user’s screen.

The initial bid amount set by advertisers at the line item level, defining how much they’re willing to pay for a thousand impressions (CPM) for each ad served within that line item. This price isn't guaranteed, Amazon’s bidding is optimized to equal this number.

A setting at the line item level that sets an upper limit on the average cost per thousand impressions (CPM) for a campaign. This means that while DSP might adjust bids up or down to remain competitive in auctions, it will ensure that the average CPM cost over time doesn’t exceed the specified maximum amount.

The total amount allocated to the DSP line item for the entire campaign duration. A user may choose to have Amazon automate budget allocated to the line item or manually manage the budget and apply a specified value.

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

Limit how much is spent per day and/or month to more carefully control budget spending.

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

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.

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 amount spent on the DSP line item 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 line item.

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

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

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 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.

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

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

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.

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 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.