This glossary provides a complete list of Amazon DSP terms specifically used as column headers in your Creatives 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 status of the DSP creative. Possible values include Approved, Not Approved, Pending, Waiting for line item.

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

Refers to the dimensions of the creative assets that will be served to users within a campaign. The size of a creative impacts where and how it appears across Amazon’s properties and third-party sites, as different placements require different ad dimensions for optimal display. For Responsive Ads: Amazon DSP automatically selects the appropriate creative size based on the user’s device, browser, and screen dimensions.

Refers to the format or style of the ad creative used within a campaign. The creative type dictates the type of content and engagement style that will be presented to users, as well as the technical requirements for uploading and displaying the creative across Amazon’s properties and third-party sites.

The total number of times the ad has been shown to users. Impressions = gross impressions - invalid impressions.

The number of times the ad was viewed. An ad is counted as viewed when at least 50% of the ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

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 the ad was clicked, excluding general invalid traffic or more. A traffic quality filter removes potentially fraudulent, non-human, and other illegitimate clicks.

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 total amount spent on the DSP creative 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 ad.

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.

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

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