Amazon Ads Scorecard KPIs for Agencies

The core Amazon Ads scorecard metrics

A tight agency scorecard usually includes spend and revenue metrics before layering in efficiency signals. Ad spend shows budget consumption. Impressions and sales show reach and demand response. Cost per order shows how efficiently clicks become purchases. Return on ad spend (ROAS) frames revenue generated per dollar spent, while wasted spend flags clicks that never turn into profitable orders.

• Ad spend – total budget used by the account or campaign.
• Impressions – how often ads appear in shopping results.
• Sales – attributed purchase value from ad clicks.
• Cost per order – spend divided by the number of orders.
• ROAS – sales generated for each ad dollar.
• Wasted spend – spend on clicks with no meaningful return.

These metrics are most useful when viewed over consistent time windows, so changes in account health are easy to spot.

Choosing KPIs around client goals

Not every client needs the same scorecard emphasis. A product launch may prioritize impressions, clicks, and sales velocity, while a mature account may focus on cost per order and ROAS. Agencies should set one core metric as the primary outcome for each client and keep the rest as supporting context.

For accounts where wasted spend is the main concern, a tool like Amazon Ads Dashboard by Todoza can help consolidate spend and sales signals without changing live campaigns.

When this matters

Scorecard KPIs matter most during client reviews, monthly planning, and cross-account prioritization. If an account is moving in the wrong direction on cost per order or wasted spend, the scorecard should make that trend visible before the client asks. For multi-client agencies, the same metric definitions across accounts make it easier to compare performance and decide where team time should go next.