After a few months of collecting feedback on our reports, we heard a couple of common themes. Our partners wanted to see metrics different than those we had already charted compared over custom time ranges. With this release, we deliver on those wants with a page added to all of the performance reports in Report Center & Share Center.
TLDR: You will now see a third page added to all of the performance reports with a chart that allows you to select your own metrics and date ranges to compare over time. The table below the chart also shows performance period over period by each of the metrics, providing two different ways to see trends in each of the metrics and answer the question, "Are we moving in the right direction?".
Heads up! Your date range selections for all reports will reset to 'Last Month' with this release. As soon as you update the date selections in the reports, they will be saved normally. This means you may need to adjust the date range selections in your shared client reports from Share Center to reflect the date range you want your client or team to see.
The new chart and table are a move toward providing more 'business intelligence' types of tools in our reports, allowing you to zoom in or out on metrics that you're tracking for one reason or another. See the examples of analysis you can now do below this product tour:
See the ins & outs of the new page of the reports here:
Examples of things you can do with the new page
🟢 See if detail page optimizations worked or not: You can now compare custom time ranges before and after a detail page optimization to determine if conversion rates and sessions have improved for the optimized ASIN(s). Simply filter the page to the ASIN(s) you've optimized and set the time range to immediately after the optimization went live. Select the metrics you want to compare like Sessions and Unit Session % (conversion rate), apply the comparison period for Prior Period and now you can definitively see how performance has changed since the optimization went into effect.
🟢 Track seasonality, even with Ads data: With the custom time range selections now available on all pages of the report, you can choose any period and compare against the 'Prior Year' of the same period last year. This includes the Sponsored Ads Report and its data, which is an improvement over the Ad Console as Amazon's Console does not provide any prior period comparison, additional lookback data beyond 90 days, and does not allow you to export the time interval data. This helps you see just how you're doing over a particular time (like Prime Day weeks) of ramp up or ramp down in and out seasonality. Using the table on the new page 3 of the reports, you can also see if you are increasing at a greater rate or lesser rate Week over Week verse the 'same period last year' to understand if your run rate is ramping up similarly or if you are lagging behind.
🟢 Understand New Customers and Repeat Customer acquired over time: Although Brand Analytics in Seller Central has some new vs. repeat customer data, it's limited to the selected time range and does nothing to help you see how your customer acquisition strategies are working over time. In page 3 of the Customer Dynamics report, you can now compare this year's New Customer Count against last year's to see how many new customers you've found. Also check out Repeat Customer Count to see if you're growing your repeat customer rate and Subscribe and Save base, leading to a more profitable Amazon channel for your client or team.
There are many other things you can do with the new page of the reports and custom time ranges. Which use cases did you think of or find? Drop us a note when you do, we'd love to hear about them!
As always, we do extensive QA prior to the release but if you happen upon a bug or issue, please let us know at [email protected]. Or, if you have any ideas about how we can improve the experience in MixShift, drop us a line at the same email, thank you! We look forward to hearing what you think of the new features soon!