Core concepts

Metrics glossary

Every metric MerchDash computes, with its formula and the aliases the automation language accepts.

All metrics are computed from Amazon's daily reports over whatever date window you (or a rule) select. The same names work everywhere: table columns, the query filter box, and the automation language.

Base metrics

Metric	Meaning
`impressions`	Times your ad was shown.
`clicks`	Times your ad was clicked.
`spend` / `cost`	Ad spend (the two names are interchangeable).
`sales`	Attributed sales revenue.
`orders`	Attributed orders (alias: `purchases`).
`units`	Attributed units sold.

Derived metrics

Metric	Formula	Reads as
`acos`	spend ÷ sales	Advertising cost of sales — lower is better; 0.45 = 45%.
`roas`	sales ÷ spend	Return on ad spend — higher is better.
`ctr`	clicks ÷ impressions	Click-through rate (alias: `click_through_rate`).
`cvr`	orders ÷ clicks	Conversion rate (alias: `conversion_rate`).
`cpc`	spend ÷ clicks	Average cost per click.
`aov`	sales ÷ orders	Average order value (alias: `average_order_value`).

In the automation language, percentages compare as decimals — keyword.acos > 45% and keyword.acos > 0.45 are the same check. A ratio whose denominator is zero (for example ACOS with zero sales) has no value rather than being infinity, and a missing value never matches a numeric comparison — so “high ACOS” rules skip zero-sale keywords instead of misfiring on them.

Setting & identity fields

Beyond metrics, entities expose their settings and identity — bid, budget (alias daily_budget), state, name, matchType, portfolioName, placement percentages like top_of_search, and change-recency helpers such as days_since_bid_change. The full per-entity field list is in the language reference, and friendly spellings are accepted everywhere (daily_budget → budget, purchases → orders, tos → top-of-search placement, …).

Bids that follow the ad group. A keyword without its own bid inherits the ad group's default bid. MerchDash resolves keyword.bid to that inherited value (what Amazon actually uses at auction) and marks such rows with bidInherited = TRUE — filter them out with AND bidInherited = false if you only want explicitly-bid keywords.