Detailed Performance Analysis for Auto vs Manual Amazon Ads
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Quick answer
Detailed performance analysis for Amazon Ads auto and manual campaigns is a comparison process that looks at spend, ROAS, and search term efficiency across account, campaign, ad group, and targeting levels. It helps identify underperforming terms and cost concentrations so teams can decide where manual adjustments or automatic targeting make sense. The work is read-only and supports decisions; it does not change campaign settings without team approval.
In practice, this means turning raw Sponsored Products search-term reports into a clearer picture of which targeting choices are working. The analysis supports day-to-day budget calls without overriding campaign controls.
What Detailed Performance Analysis Shows
Detailed performance analysis compares how auto and manual Amazon Ads campaigns are spending by looking at search terms, targets, and cost-per-click or conversion rate changes. It helps you see where ad spend is concentrated and which terms are not returning enough value.
- Drill down from account to campaign, ad group, and search term levels.
- Compare nine core metrics against previous periods, including ROAS and wasted spend.
- Identify underperforming search terms without changing campaign settings automatically.
How the Analysis Is Built From Report Data
Most detailed analysis starts with Sponsored Products search-term reports. You can import those manually as CSV or XLSX files, or use a scheduled email to send daily reports to a dedicated inbox. Amazon Ads Report Analyzer automates this part of the workflow and can create shareable PDF performance snapshots.
This keeps the analysis grounded in actual search term data rather than summary dashboards alone. Sponsored Brands and Sponsored Display reports are not part of the current import path for this type of workflow.
When This Matters
Detailed performance analysis is most useful when budget shifts are being considered between auto and manual campaigns, or when a manual campaign seems to be losing efficiency to broad matching. It is also helpful before adding negative keywords or adjusting bids because it shows which terms are already underperforming.
Because the tools used for this analysis are read-only, the output supports team review and task assignments before anyone makes changes.
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Placement analysis becomes more actionable when detailed performance data is paired with the broader auto vs manual comparison. By seeing which targeting style drives efficient spend and which terms should be excluded or adjusted, you can make budget decisions without losing campaign control.