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Nova Analytics

How does Nova model your Amazon PPC data?

Amazon reports each ad product's spend several ways: by product, by target, by search term, by placement. Each view is complete on its own and adds up to the same account total, but the views cannot be combined row by row. Nova keeps every view as Amazon serves it and answers each question from one of them, so a total never counts the same dollar twice.

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Checked against Nova's code on October 29, 2026

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Which ad products and views does Nova read?

Ad productViewsDefault view
Sponsored ProductsProduct, target, search term, placementProduct
Sponsored Brands and Sponsored Brands videoCampaign, target, search term, placementCampaign
Sponsored DisplayProduct, targetProduct

Sponsored Display has no search term or placement report, and Sponsored Brands has no per-product report: Amazon does not publish them, and Nova does not invent them.

Portfolios exist on Sponsored Products only.

Which attribution window does each ad product use?

The same as Amazon's Campaign Manager, so your figures match the console:

Ad productOrders, sales and units
Sponsored Products7 days after a click
Sponsored Brands14 days after a click
Sponsored Display14 days after a click. View-through sales are left out.

ACOS is therefore not comparable across ad products as Amazon shows it. Nova also keeps a 14-day figure for each product, to compare them like for like.

How does ad spend reach the P&L?

Advertising cost in the P&L adds Sponsored Products, Sponsored Brands, Sponsored Display, Creator Connections and DSP. Sponsored Products and Display spend lands on the advertised product. Sponsored Brands spend is shared across the products of each ad. See How the P&L is built.

TACOS divides all of it, DSP included, by your total sales. ACOS and ROAS use sponsored ads only.

Why can a recent day's ad sales still rise?

Amazon keeps crediting ads with sales for up to 14 days after a click, and removes invalid clicks from spend. Nova re-reads the last 8 days every day and the last 30 days every Sunday. Read a day's ACOS as settled after about two weeks. See Refresh times.

How far back does PPC history go?

Two months from Amazon's API when you connect, and 60 days for Sponsored Brands. Older spend can be imported from the Ads console. See History depth.

Ask your AI

Compare ACOS by ad product last month on a 14-day window, and list the campaigns that spent more than $100 with no sales.
  • Search terms and impression shareWhat the search term report contains and leaves out, how long Amazon keeps it, and the two impression share figures Nova captures for your keywords.
  • Amazon DSPHow Nova finds your DSP advertisers, links them to your seller account, which reports it reads, and where DSP cost lands in the P&L.
  • How the P&L is builtThe lines of Nova's P&L from sales to net profit, what each one takes off, which day each amount lands on, and how costs are grouped.

Something missing or unclear? Write to contact@novadata.io. New to Nova? Start a free trial.