To kick this off, Amazon does not allocate SB stats to products - Amazon only provides stats for the creative as a whole.

Because of this, we wanted to offer a way to divvy up SB stats based on the products in the creative and it was important to us that we made it as similar to SP allocation as possible (thus base stats on the advertised SKU). But there is a bit more we have to do because of the fact that more than one ASIN/SKU is displayed in the creative.

First, in order for Kapoq to display SB stats, Allocate Sponsored Brands Statistics toggles must be enabled. When enabled, statistics within the tables and charts will include data from Sponsored Brands campaigns, with statistics allocated to SKUs based on their relative share of sales during the 14-day attribution window relative to all SKUs associated with the ASINs in the Sponsored Brands creative.

Let's take a look at an example together -

Say we're looking at advertising stats from 10/10/2022 for an SB ad with SKUs A, B, and C, and we have $100 of spend to allocate. First, we'd look up each SKU's total sales for the 14 days after 10/10.

Assume total sales are reported the following way:

To allocate SB stats, Kapoq would distribute $50 of spend to SKU A, $30 to SKU B, and $20 to SKU C, and we do the same distribution for ad sales, impressions, clicks, etc.

Again, stats are allocated based on the items in the creative, with each SKU getting an allocation proportional to its share of TOTAL product sales during the 14-day attribution window.

As for Storefront Spotlight Ads, we do the same, but distribute performance across all ASINs in the storefront (using the same method described above).

Note: this feature is not a required feature to enable, but does a great job distributing performance across products in SB campaigns.

We hope this article helps! If you have any additional questions about SB allocation, please feel free to reach out.