Detailed Performance Data and Actionable Cleanup Plans
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Quick answer
Amazon Ads performance data and cleanup plans are structured outputs that convert raw Sponsored Products search-term reports into prioritized optimization steps. A cleanup plan typically ranks terms by spend, clicks, sales, ROAS, and conversion rate, then flags budget-draining queries as negative keyword candidates or bid-reduction opportunities. Because the tools generating these plans are read-only, sellers and agencies review and approve changes before anything goes live. The result is a clear, repeatable workflow for reducing wasted ad spend without disrupting high-performing search terms.
Most sellers do not need more raw data; they need a shorter path from report to decision. That is where a cleanup plan earns its place: it groups the numbers into simple next moves, so you spend less time in spreadsheets and more time scaling terms that already convert.
What detailed performance data should include
A useful performance dataset goes beyond total spend and impressions. It breaks results down far enough to show which search terms are responsible for waste and which are carrying the account.
- Core volume metrics: impressions, clicks, spend, orders, and sales at account, campaign, ad group, and search-term levels.
- Efficiency metrics: ROAS, ACoS, CPC, CTR, and conversion rate for each active search term.
- Waste signals: estimated wasted spend tied to specific queries over comparable periods.
- Marketplace and account coverage: visibility across multiple accounts or Amazon marketplaces when teams manage more than one brand.
How an actionable cleanup plan works
A cleanup plan converts that data into a small list of approved next steps. It does not change live campaigns on its own. Instead, it stages recommendations for your team to review, such as adding negative keywords or reducing bids on weak performers. For example, Amz Ad Waste Detector includes a Cleanup Plan workspace for managing bid adjustments and negative keywords after the performance data is sorted.
- Negative keyword candidates: terms with meaningful spend and little or no conversion.
- Bid-reduction opportunities: terms with some orders but weak ROAS or high ACoS.
- Scaling candidates: terms with strong conversion, healthy ROAS, and acceptable ACoS ready for more budget.
When detailed cleanup plans matter most
A structured cleanup plan is especially useful once a campaign generates dozens or hundreds of search terms. It reduces guesswork and creates a consistent record of why a term was paused, negated, or given a lower bid. If you manage only one low-spend campaign, a weekly manual review may be enough. For multi-account or multi-marketplace setups, the same plan keeps every team member looking at the same criteria.
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Once the cleanup plan is clear, the next step is deciding which auto campaign search terms deserve more budget. See how to find auto campaign search terms worth scaling for the full optimization path.