AMC analysis for Sponsored Brands: tables, fields, example

The table

Sponsored ads events are in sponsored_ads_traffic (audience variant: sponsored_ads_traffic_for_audiences). The table contains impression events, click events and video creative messages from Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV. There is one record per impression and one per click.

Use the field ad_product_type to filter to the product. For this page: sponsored_brands. Possible values according to Amazon are sponsored_products, sponsored_brands, sponsored_display and sponsored_television.

What matters for this ad type

• According to Amazon creative_type knows static_image, video and third_party_creative.
• Impression and click are separate records: impressions and clicks are 1 or 0 per row and can be summed.
• To attribute purchases use the tables amazon_attributed_events_by_conversion_time or …_by_traffic_time and filter there with ad_product_type on sponsored_brands.

Example

SELECT
  campaign,
  SUM(impressions) AS impressions,
  SUM(clicks) AS clicks,
  SUM(spend) / 100000000 AS spend_in_currency
FROM
  sponsored_ads_traffic
WHERE
  ad_product_type = 'sponsored_brands'
GROUP BY
  campaign

Units

spend is stated in microcents. Divide by 100,000,000 to get dollars or your local currency (100,000,000 microcents are 1 dollar). The currency is in the field currency_name.