The document discusses new enhancements to Amazon's Product Listing Ads (PLA) seller-level attribution metrics. It will now capture the incremental sales generated for other products in a seller's portfolio due to a PLA campaign, not just the advertised products. Key metrics like total orders, revenue, conversion rate, and ROI will now reflect this broader campaign impact. Reports on the homepage, campaign, ad group, and listing levels will be updated to provide visibility into both sales of the advertised products and other products influenced by the campaign. This provides sellers a more complete picture of the true business impact of their PLA campaigns.

1. PLA - Seller Level Attribution
Capturing the complete goodness for your PLA campaign

2. Introduction
Background
When you create an ad campaign with PLA, there is an uplift in awareness and sales observed for not
only the advertised products , but also the other products in your portfolio. Till now the direct impact for
only the advertised listings got captured in the dashboard metrics , but the incremental goodness
delivered to the other products wasn’t being measured
New Enhancement
Now the impact of the ad campaign on other products in the portfolio will be reflecting in metrics like
Total Orders, Revenue , Conversion Rate and ROI . Further for every listing advertised, we are
capturing the orders received for the same FSN and other FSNs from the portfolio

3. NEW Definitions
• Total Orders: The number of units sold directly or as an influence of the Ad Campaign
• Total Revenue: Total revenue made as a result of direct sales or as an influence of this ad campaign
• Conversion Rate: The no. of units sold as percentage of Actions your Ad has received
Conversion Rate = Total orders/ Total actions
• Cost per Order: The estimated amount that you incur per conversion of your Ad. This is calculated by dividing the
total amount spent by the conversions.
CPO = Total Ad spend/Total number of orders.
• ROI: Ratio of Revenue to money spent on advertising.
ROI = Total Revenue/ Exhausted Budget
Change in Existing Metric Definitions

4. New Metrics & Definitions
• Same FSN Order: Orders received for FSN which were part of the Ad Campaign
• Other FSN Order: Orders received for FSN which were not directly a part of the ad campaign ,
but whose sales was influenced due to the ad campaign
• When you run an ad campaign the customers get aware about you as a Seller and other products
in your portfolio as a result of the ad campaign.

5. Changes - Homepage
On Homepage: Total revenue for each campaign

6. Changes – Campaign Summary Report
At Campaign level: Total Revenue & Total Orders for each
campaign

7. Changes – Ad Groups Report
At Ad Group level: Total Revenue & Total Orders for
each Ad Group

8. Changes – Listing level reports
Orders divided into
Same FSN and Other
FSN for each listing
in the campaign is
reported.
Other FSN Orders are the orders generated for other FSNs due to the customers clicking on the Ad for this listing and
getting aware about you as a seller and your other products in the portfolio.

9. Thank You