{"id":26438,"date":"2023-04-11T07:32:12","date_gmt":"2023-04-11T15:32:12","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26438"},"modified":"2023-11-23T01:25:40","modified_gmt":"2023-11-23T09:25:40","slug":"how-to-group-ad-campaigns-for-deeper-analytics","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/how-to-group-ad-campaigns-for-deeper-analytics\/","title":{"rendered":"How to group ad campaigns for deeper analytics","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Recently, we had a client that operates multiple brands across one seller account come to us with a request. They wanted a way to break down their Total Advertising Cost of Sales (TACOS) at the brand level. <\/p>\n\n\n\n

This might seem like a simple ask. Large companies and agencies operate multiple brands, and they naturally want to track how well their ad campaigns are working on the brand level. <\/p>\n\n\n\n

Amazon, however, only provides aggregated advertising performance at the ASIN or campaign level. <\/p>\n\n\n\n

Our solution: Using our new \u201cCustom Attributes\u201d tool, we are able to group campaigns and ASINs together with custom attributes for easier analytics.<\/p>\n\n\n\n

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Why does grouping matter? <\/strong><\/h3>\n\n\n\n

Most companies we encounter want to measure performance and budget at their own, custom levels\u2014not necessarily at just the campaign level or ASIN level.  <\/p>\n\n\n\n

You\u2019d naturally expect certain products to perform differently in ad campaigns. Custom groupings let you see trends beyond the overall campaign performance. <\/p>\n\n\n\n

Here are some examples of how you may group products and campaigns:<\/p>\n\n\n\n

Brand-level.<\/strong> Aggregators and agencies tend to evaluate their success\u2014and set their budgets\u2014differently for each brand they operate. Let\u2019s say you run a line of dog products and another line of cat products. You\u2019ll want to understand how your ad campaigns are working differently for each brand. <\/p>\n\n\n\n

For instance, maybe the cat products are bringing in a higher share of sales conversions or New-To-Brand customers<\/a> than the dog ones. Only by grouping the products and campaigns in your custom way can you unlock those insights.<\/p>\n\n\n\n

Price-based.<\/strong> We also have worked with customers who want to group based on price. Maybe you sell microscopes with very different price points\u2014a set of products for kids that costs $59 and a professional set that retails for $3,000. You would expect very different outcomes for your ad campaigns based on the cost of the product. <\/p>\n\n\n\n

Grouping low-cost products together and high-cost products together can be a better way to locate insights. <\/p>\n\n\n\n

Subcategory-based.<\/strong> You might also sell very different products under the same brand. A single beauty brand might sell soft products like moisturizers and creams as well as hardware like razors. These subcategories have different expectations for sales and ad performance, and you might want to report on them differently.<\/p>\n\n\n\n

These are just a few examples, but with our new Custom Attributes tool, you can group your products in any way you want\u2014based on geography, new vs. old releases, and so on.<\/p>\n\n\n\n

What are the challenges with grouping campaign metrics? <\/strong><\/h3>\n\n\n\n

Let\u2019s stick with the example of brand-level grouping for a moment. Most companies that operate multiple brands have only one Amazon account.<\/p>\n\n\n\n

It\u2019s easy to get overall ad performance data for an entire account\u2014but the problem is, Amazon doesn\u2019t actually let you separate out your ad campaigns by brand<\/em>.  <\/p>\n\n\n\n

Amazon reports its ad metrics in two different ways: <\/p>\n\n\n\n