Check KPIs on the dashboard

On this page you can check your daily, weekly, and monthly ad performance. Compare your main KPIs against a prior period, slice KPIs by label classification, measure the Before/After impact of a measure you ran, or view foreign accounts in local currency. It is all read-only analysis — no ad settings are changed.

About this page

Item	Details
What you can do	Compare your main KPIs (TACoS, ACoS, ROAS, ad spend, sales, orders) against a prior period, plus by-label-classification aggregation, Before/After impact measurement, and local-currency display for foreign accounts — all in one place
Applies to	The account-wide dashboard (Prompts 1–4) and Sponsored Products (SP)-focused flash reports (Prompts 5–6)
Data & connection needed	Performance data from a connected account (no extra setup). For Before/After comparison (Prompt 3), registering a measure log lets the AI derive the periods automatically
Scope	Read-only (analysis only). The prompts on this page only aggregate and display KPIs; they do not change ad settings

Terms used on this page

• TACoS (Total Advertising Cost of Sales) … ad spend ÷ total sales (ad-attributed + organic). A measure of your brand’s overall reliance on ads.
• ACoS (Advertising Cost of Sales) … ad spend ÷ ad-attributed sales. Lower is more efficient.
• ROAS (Return on Ad Spend) … ad-attributed sales ÷ ad spend. Higher is more efficient.
• CTR (click-through rate) … the share of ad impressions that resulted in a click.
• CVR (conversion rate) … the share of clicks that resulted in a purchase.
• label classification … a system for classifying campaigns and products by axes such as brand, use case, or competitor. Design it in advance to aggregate KPIs along these axes.
• search terms … the words shoppers actually type. These are distinct from the “keywords” that advertisers register.

When to use this

• You want to compare your main KPIs against the same prior period every day or week to see what changed
• You want to slice and compare KPIs by label classification such as brand or use case
• You want to measure how ad spend, sales, ACoS, and ROAS moved before and after a measure you ran
• You want to know which search terms drove sales the most in a measure
• You want to check foreign accounts such as US / EU / UK / JP in local currency
• You want to check this week’s Sponsored Products (SP) performance week-over-week
• You want a flash report of today’s Sponsored Products (SP) sales

Before you run

• Connected account … if you handle multiple accounts, confirm the target account is correct first.
• Target period … each prompt has a default. Because same-day and previous-day data may not be finalized, a recent finalized period is safest.
• Label classification design (prerequisite for Prompt 2) … if you haven’t designed it yet, set it up first in Classify ads with labels and naming rules.
• Measure log registration (if you use a measure ID in Prompt 3) … register it in Log initiatives and external events and verify their impact so the period can be derived automatically from the measure ID.
• If you register targets in Set targets for sales, ad spend, and ACoS, it becomes easier to compare progress against the current month’s targets.

Quick reference

Goal	What you get	Changes	Prompt
Compare the recent and prior periods to check main KPIs	A comparison table of current / prior / delta	No change	Prompt 1
Aggregate KPIs by label classification	A by-label-classification metrics table with prior-period comparison	No change	Prompt 2
Measure the Before/After impact of a measure	A before/after delta and verdict table, plus a ranking of the search terms that drove it	No change	Prompt 3
Check a foreign account in local currency	A dashboard displayed in local currency	No change	Prompt 4
Check this week’s SP week-over-week	A per-campaign week-over-week table with change flags	No change	Prompt 5
Get a flash report of today’s SP sales	A flash table of today’s sales, orders, and top campaigns	No change	Prompt 6

Everything on this page is “check only”

As the “Changes” column shows — every entry is “No change” — the prompts on this page only aggregate and display KPIs; they do not change ad settings. Once you spot an anomaly, make bid, budget, and other changes by following the “Next steps” of each prompt below to the related page.

---

Prompt 1: Compare the recent and prior periods to check main KPIs

Check TACoS / ACoS / ROAS / ad spend / sales / orders for the recent period, consolidated as a comparison against the prior period of the same length.

When to use — when you want to compare your main KPIs against the same prior period every day or week to see what changed.

What you need — the target period (default is the last 7 days).

Fetch the ad dashboard for the last 7 days.
Aggregate it daily, comparing against the previous 7 days, and return
TACoS / ACoS / ROAS / ad spend / sales / orders.

Determine the currency automatically from the account name:
- US / USA / .com → US dollars
- DE / EU → euros
- UK → British pounds
- JP / Japan → yen

What you can change — the target period (any length you like, such as “last 7 days,” “this week,” or “last 28 days.” If you don’t specify one, it uses the last 7 days).

What you get back — a three-column layout of current / prior / delta (both absolute and %) for ad spend, sales, orders, ACoS, TACoS, and ROAS. The currency is determined automatically from the account name (US → US dollars / DE, EU → euros / UK → British pounds / JP → yen).

Changes — read-only (analysis only). No ad settings are changed.

Next steps — if you spot an anomaly, go to Adjust bids. To compare progress against the current month’s targets, register targets in Set targets for sales, ad spend, and ACoS.

Current limitations

• If you request a monthly aggregation over a roughly 30-day range, the totals may come back as 0. In that case, rerun with a daily aggregation
• The current and prior periods are always aligned to the same number of days. If you provide mismatched lengths, the AI asks for confirmation
• If the period includes data that hasn’t finalized yet (the last 1–2 days), the AI notes that at the top

---

Prompt 2: Aggregate KPIs by label classification

Use a pre-designed label classification system to slice and compare KPIs by classification axes such as brand, use case, or competitor.

When to use — when you want to slice and compare KPIs by label classification such as brand or use case.

What you need — a label classification that is already designed. The target period (default is the last 28 days) and the classification axis (default is all registered ones).

Aggregate KPIs by label classification for the last 4 weeks.
Filter to the brand axis, and return
impressions / clicks / ad spend / sales / orders / CTR / CVR / ACoS / ROAS.

Compare against the prior period too.

What you can change — the target period (if unspecified, the last 28 days) and the classification axis (brand, use case, competitor, etc. If unspecified, all registered classifications).

What you get back — a by-label-classification metrics table (impressions, clicks, ad spend, sales, orders, CTR, CVR, ACoS, ROAS) with prior-period comparison. When you aggregate along the search-term axis, the actual search terms from Auto Campaigns are included as well.

Changes — read-only (analysis only). No ad settings are changed.

Next steps — design or revise your label classification in Classify ads with labels and naming rules.

---

Prompt 3: Measure the Before/After impact of a measure and identify the search terms that drove it

For a completed measure, aggregate the deltas in ad spend, sales, ACoS, and ROAS across the Before and After periods, and classify the result as improved / neutral / degraded. On top of that, use contribution analysis to surface the search terms that drove the change in sales the most before and after the measure — so you dig into what actually worked.

When to use — when you want to measure how a completed measure affected ad spend, sales, ACoS, and ROAS.

What you need — the before and after periods (same number of days). If you specify a measure ID, it must already be registered in the measure log.

Show a Before/After comparison for a measure.
- Before period: {{BEFORE_START (e.g., 2026-05-01)}} – {{BEFORE_END (e.g., 2026-05-14)}}
- After period: {{AFTER_START (e.g., 2026-05-15)}} – {{AFTER_END (e.g., 2026-05-28)}}
- Measure ID: {{MEASURE_ID (e.g., evt_2026_05_18_cpc)}} (optional; the ID registered in the measure log)

Aggregate the deltas in ad spend, sales, ACoS, and ROAS,
and classify as improved / neutral / degraded.

Also list the search terms that drove the change in sales the most
before and after the measure, using contribution analysis, ranked from the top.

What you can change — the before and after periods, and the measure ID (optional). If you specify a measure ID, the AI derives the periods automatically from the measure log, so you can skip entering the dates.

What you get back — a four-column table of before / after / delta / verdict (improved, neutral, degraded) with a per-campaign Top 10, plus a ranking of the search terms that contributed most to the change in sales. Period lengths are always aligned to the same number of days.

Changes — read-only (analysis only). No ad settings are changed.

Next steps — register and log measures in Log initiatives and external events and verify their impact.

Contribution analysis is unique to Picaro

Beyond a plain Before/After delta, contribution analysis decomposes which search terms actually drove the rise or fall in sales — so you grasp the “why” behind an improvement or degradation in one shot. That’s a Picaro strength.

---

Prompt 4: Check a foreign account in local currency

Fetch the dashboard for a foreign account (US / EU / UK / JP, etc.) displayed in local currency.

When to use — when you want to check foreign accounts such as US / EU / UK / JP in local currency.

What you need — the target account (its name or its Picaro account ID). The target period (default is the last 7 days).

Fetch the dashboard for {{ACCOUNT_NAME (e.g., AMZN-US-Brand)}}.
Determine the currency from the account name:
- US / USA / .com → US dollars
- DE / EU → euros
- UK → British pounds
- JP / Japan → yen

Run it for the last 7 days, aggregated daily, with prior-period comparison.

What you can change — the target account (its name or its Picaro account ID) and the target period (if unspecified, the last 7 days).

What you get back — a dashboard with local currency symbols (¥ / $ / € / £). Unsupported currencies are output converted to yen, with a note at the top.

Changes — read-only (analysis only). No ad settings are changed.

Next steps — for detailed metrics including currency, the same content as Prompt 1 can be checked in local currency.

---

Prompt 5: Check this week’s Sponsored Products week-over-week

Show this week’s Sponsored Products (SP) performance with a prior-week comparison flag. Items that moved by 20% or more versus last week are flagged with a warning.

When to use — when you want to check this week’s Sponsored Products performance week-over-week.

What you need — the threshold for flagging a change (default is 20% or more versus last week).

Show this week's Sponsored Products performance.
By campaign, display spend / ACoS / ROAS / CTR, and
flag any item that moved by 20% or more versus last week.

What you can change — the change-flag threshold (20% versus last week in the example). To make it more or less sensitive, change this percentage.

What you get back — a table of campaign × spend / ACoS / ROAS / CTR × week-over-week × change flag. Items that moved by 20% or more versus last week are flagged, making it usable as a weekly operations snapshot.

Changes — read-only (analysis only). No ad settings are changed.

Next steps — if you spot a large change, respond in Adjust bids or Adjust budgets.

---

Prompt 6: Get a flash report of today’s Sponsored Products sales

Show a flash report of the total sales attributed to Sponsored Products (SP) today.

When to use — when you want a flash report of today’s Sponsored Products sales.

What you need — nothing in particular (today’s figures are shown as preliminary values).

What are today's total Sponsored Products attributed sales?
Show sales / orders / top 3 campaigns.

What you can change — (none; this just shows today’s flash report).

What you get back — a table of today’s sales / orders / top 3 campaigns (today’s figures are preliminary).

Changes — read-only (analysis only). No ad settings are changed.

Next steps — to check the weekly performance with finalized figures, go to Prompt 5.

---

Related categories

• Classify ads with labels and naming rules — prerequisite for Prompt 2 (label classification design)
• Log initiatives and external events and verify their impact — pairs with Prompt 3
• Create reports — comprehensive reports including dashboard KPIs
• Set targets for sales, ad spend, and ACoS — compare progress against the current month’s targets
• Adjust bids — move here once you detect an anomaly
• Adjust budgets — move here once you detect a budget-related change