Analyze Amazon DSP delivery performance

On this page you can analyze Amazon DSP (Demand-Side Platform) delivery performance. DSP is a separate ad product from Sponsored Ads, with different management units and terminology: it is managed by orders / line items, not campaigns / ad groups. This page is exclusively for accounts that are running DSP.

About this page

Item	Details
What you can do	List, in one place, the Amazon DSP delivery trend, order / line-item performance decomposition, creative-fatigue signal detection, and the TACoS comparison with / without DSP
Applies to	Amazon DSP only. Sponsored Ads (SP / SB / SD) are covered on separate pages (see the note below)
Data & connection needed	DSP report data linked to Picaro (for accounts running DSP). What you can retrieve is impressions, clicks, orders, sales, CTR / CVR / ROAS, and new-to-brand at the order / line-item level, as weekly / monthly trends
Not available	Creative-level performance, frequency, audience-level breakdowns, and detailed DSP metrics such as CPM and deals cannot be retrieved
Scope	Read-only (analysis only). DSP settings such as bids, budgets, and creative swaps can’t be changed from Picaro; those are done in the Amazon DSP console

Amazon DSP … a separate ad product from Sponsored Ads (Demand-Side Platform).
Order … the unit that manages a DSP budget, schedule, and so on (equivalent to a Sponsored Ads campaign).
Line item … the unit of DSP delivery settings (equivalent to a Sponsored Ads ad group).
CTR (click-through rate) … the share of impressions that resulted in a click.
CVR (conversion rate) … the share of clicks that led to a purchase.
ROAS (Return on Ad Spend) … ad-attributed sales ÷ ad spend. Higher is more efficient.
NTB (new-to-brand) … a customer who had not bought your brand within a defined prior period.
TACoS (Total ACoS) … ad spend as a share of total sales. A measure of overall ad efficiency.
Creative fatigue … the phenomenon where CTR gradually declines over time as the same creative keeps being served.

When to use this

You want to check the overall trend of DSP delivery over the last few months and catch deteriorating metrics early
You want to decompose performance by order / line item and find where to revisit budget allocation
You want to detect line items whose CTR is dropping as delivery continues (suspected creative fatigue)
You want to isolate DSP’s impact on overall ad efficiency (TACoS) by viewing it with and without DSP

Before you run

Connected account … DSP-running accounts are the target. If you handle multiple accounts, confirm the target account is correct first.
DSP report linkage … DSP report data must be linked to Picaro.
Target period … e.g. “the last 6 months, monthly” or “the past 12 weeks, weekly”. Same-day and previous-day data may not be final, so a recently finalized period is safest.
Sales aggregation basis … DSP sales are on the DSP attribution basis, which differs from total sales on the dashboard (see the caution above).

Quick reference

Goal	What you get	Changes	Prompt
Check the overall DSP delivery trend (monthly / weekly)	A metric-by-metric trend table with a trend judgment	No change	Prompt 1
Decompose performance by order × line item	A list with good / poor performance judgments	No change	Prompt 2
Detect signs of creative fatigue (sustained CTR decline)	A list of line items with suspected fatigue	No change	Prompt 3
Compare TACoS with / without DSP	With / without TACoS, the difference, and commentary	No change	Prompt 4

Prompt 1: View the overall DSP delivery trend

Review the monthly or weekly trend of impressions / clicks / orders / sales / CTR / CVR / ROAS / new-to-brand (NTB: new-to-brand customers) across all DSP delivery.

When to use — when you want to grasp the overall state of DSP delivery monthly / weekly and catch deteriorating metrics early.

What you need — an account with DSP report linkage. The target period and granularity (default is the last 6 months, monthly).

Show the Amazon DSP performance trend for the last 6 months, monthly.
Put the trend of impressions / clicks / orders / sales / CTR / CVR / ROAS / new-to-brand in a table.
Point out any deteriorating metrics.

What you can change — the target period and granularity (e.g. the last 12 weeks, weekly).

What you get back — a month (or week) × metric trend table, plus a trend judgment of which metrics are deteriorating or improving. Sales figures are on the DSP attribution basis.

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

Next steps — if a metric concerns you, decompose it to the order × line-item level with Prompt 2.

Prompt 2: Order × line item performance decomposition

Break down performance by DSP’s management units — orders (equivalent to a Sponsored Ads campaign) and line items (the delivery-setting unit, equivalent to an ad group) — and identify what is performing well and what is not.

When to use — when you want to identify well- and poorly-performing orders / line items and surface where to revisit budget allocation.

What you need — the target period (default is the past 3 months). You can also narrow to specific orders / line items.

Decompose DSP delivery for the past {{PERIOD (e.g. last 3 months)}} at the
order × line item level. Line up sales / ROAS / CTR / CVR,
identify the well-performing and poorly performing line items,
and suggest points to consider for budget reallocation.

What you can change — the target period / the range of orders / line items to cover.

What you get back — a table of order × line item × sales / ROAS / CTR / CVR × good / poor judgment and points to consider. Suggestions are input for consideration; actual budget and delivery changes are made in the Amazon DSP console.

Changes — analysis and proposal only (read-only).

Next steps — actual budget and delivery changes are made manually in the Amazon DSP console.

Prompt 3: Detect signs of creative fatigue

Because DSP serves creatives such as banners / videos repeatedly to the same audience, it is an ad product prone to “creative fatigue” — where CTR gradually declines over time. Picaro can’t retrieve creative-level performance, so fatigue signals are detected from the weekly CTR trend at the line-item level.

When to use — when you want to find line items whose CTR is falling as delivery continues, to consider swapping creatives.

What you need — nothing (use as is). The decline threshold (25% in the example) can be adjusted.

Show the weekly CTR trend by DSP line item for the past 12 weeks.
List line items whose CTR has dropped 25% or more from its peak week
and has declined for 3 consecutive recent weeks as "suspected creative fatigue."
Include how long each has been serving.

What you can change — the decline threshold (e.g. 25%) / the target period (e.g. the past 12 weeks). It is set at 25% because weekly CTR naturally fluctuates by 10–20% with seasonality and day-of-week mix, so only sustained declines beyond that are treated as fatigue signals.

What you get back — a table of line item × peak-week CTR × recent CTR × decline rate × consecutive declining weeks × serving duration. Line items with suspected fatigue become candidates for creative swaps or rotation reviews in the Amazon DSP console.

Changes — analysis only (read-only).

Next steps — swapping creatives or reviewing rotation for suspected-fatigue line items is done in the Amazon DSP console.

Prompt 4: Compare TACoS with and without DSP

For accounts running DSP, viewing TACoS (ad spend as a share of total sales) both “with DSP” and “without DSP” isolates the impact DSP has on overall ad efficiency.

When to use — when you want to isolate how much DSP is contributing to overall ad efficiency by viewing TACoS with and without DSP.

What you need — nothing (use as is). The target period (e.g. last month, the last 3 months, monthly).

Show this month's TACoS both with DSP and without DSP.
Compare against last month and explain the impact DSP is having
on overall ad efficiency.

What you can change — the target period (e.g. last month, the last 3 months, monthly).

What you get back — for each period, TACoS with DSP / TACoS without DSP / the difference, plus commentary on DSP’s contribution.