Monitoring performance with Targeting Expansion in Amazon Ads (especially in Sponsored Display or Sponsored Products campaigns) requires a slightly different approach since Amazon doesn’t break out expanded targeting data separately. But here’s how you can still get a clear picture:
1. Use Portfolio or Campaign Segmentation
Create separate campaigns: one with Targeting Expansion ON and one with it OFF. This lets you compare performance metrics like:
- ACOS (Advertising Cost of Sales)
- CTR (Click-Through Rate)
- CVR (Conversion Rate)
- ROAS (Return on Ad Spend)
- Spend vs Sales
This side-by-side setup gives a clean A/B comparison.
2. Check Search Term Reports (For Sponsored Products)
Although you won’t see “Targeting Expansion” labeled, the search term report may include unexpected queries or placements that signal expansion is active.
Go to:
Advertising Console > Reports > Sponsored Products > Search Term Report
Look for searches outside your core targeting (i.e., loosely related or broad match terms). Those are likely part of the expansion.
3. Sponsored Display Reports
For Sponsored Display, Amazon offers audience and targeting reports, which give indirect insight into how Targeting Expansion is working.
Use:
Sponsored Display > Targeting Report / Audiences Report
Look at:
- Impressions from unexpected segments
- New placements or high-performing ASINs you didn’t manually target
4. Monitor New-to-Brand Metrics (For Brands Registered)
Targeting Expansion often brings new audiences. Watch these metrics:
- New-to-Brand Orders
- New-to-Brand Sales
Find them in:
Sponsored Display or Sponsored Brands reports > Metrics section
5. Use Bulk Reports and Amazon Marketing Stream (Advanced)
If you want deeper insights:
- Bulk Reports: Download at the campaign or targeting level and compare metrics over time.
- Amazon Marketing Stream (beta for some advertisers): Real-time hourly reporting gives clearer trends on how expanded targeting affects engagement.