Full Campaign, Ad Group, Keyword, and Search Term Performance Data

What the Full Data Layer Shows

Full performance data moves beyond account-level totals to show exactly where budget goes. It includes:

• Campaign-level results: spend, sales, orders, and ROAS for each campaign.
• Ad group and keyword detail: individual targets that earn clicks or leak spend.
• Search term reporting: the actual shopper queries that triggered your ads, including those that never converted.

The Amz Ad Waste Detector - Amazon Ads Analytics Module presents this layer in a structured view, so you can sort by wasted spend instead of manually stitching reports together.

How to Use It for Portfolio-Level Decisions

Start by sorting search terms by spend and conversion value, not just clicks. Look for terms with high clicks but no orders, then separate them into negative keyword candidates, bid-reduction opportunities, or terms that need more data before action. At the ad group and keyword level, compare match types and pause or adjust elements that repeatedly underperform. This approach changes a portfolio review from a report into a cleanup plan.

When This Matters

Full granular data is especially useful when you manage multiple Amazon accounts or marketplaces, because a few poor search terms in one campaign can distort total ROAS. It is also valuable before weekly or monthly client reviews, when you need to show exactly why spend shifted and what the next action should be. The review stays read-only, so your team can decide what to change after seeing the evidence.