What Amazon Ads Report Types Do You Need for Metric Conversion?

What Each Report Type Contributes

Each export has a specific role. The Search Terms report is the most granular, showing the exact queries that generated impressions, clicks, spend, and attributed sales. The Campaign report groups that activity by campaign and ad group, making it easier to compare targets and budgets. The Performance report gives a broader time-based view of how those numbers trend.

• Search Terms: query-level cost and conversion data.
• Campaign: structured spend, ACoS, ROAS, and target-level context.
• Performance: time-series metrics for trend analysis.

How to Use These Reports for ACoS to ROAS Conversion

Both ACoS and ROAS use the same two inputs: advertising spend and attributed sales. Because Amazon Ads reports include both values, you can move between the metrics by checking a single line item rather than recalculating across multiple files. The formula relationships are straightforward—ACoS is spend divided by sales, and ROAS is sales divided by spend.

• Confirm the report date range matches across Campaign and Performance exports.
• Pull spend and sales from the same campaign or account row.
• Use Search Terms data only when you need to act on specific queries after the conversion.

For turning Search Terms exports into a prioritized cleanup list, the Amazon Negative Keyword Tool by Todoza provides a structured workflow without automatic campaign edits.

When This Matters Most

Report selection becomes important when you manage multiple campaigns or marketplaces and need to compare performance consistently. If you only export one report type, you might see the conversion math but miss the search terms causing wasted spend. Conversely, search term data alone lacks the campaign-level budget context needed to understand overall efficiency.