Reporting & Analytics

Measure what you manage

Black belt is knowing which numbers actually drive decisions and ignoring the rest. A handful of metrics explain most of what is happening in an account — master those before chasing vanity dashboards.

The metrics that matter

Five numbers carry most of the signal:

• ACoS — ad spend ÷ ad sales. The efficiency of the ads alone.
• TACoS — ad spend ÷ total sales. Efficiency against the whole business.
• CVR — conversion rate. The master lever from White Belt.
• CTR — click-through rate. Relevance of your keyword and listing.
• RPC — revenue per click. The basis for every bid.

ACoS vs. TACoS

ACoS measures the efficiency of your ad spend alone. TACoS measures ad spend against your total revenue — ads plus organic. The gap between them is the story.

From metrics to moves

Every metric should point at an action, not just sit on a chart:

• Low CTR → the listing or keyword relevance needs work.
• High CTR, low CVR → traffic is arriving but the page is not closing.
• Falling TACoS while sales grow → your advertising is compounding into organic. Lean in.

A reporting cadence

Speed to insight beats more dashboards. Check the right view at the right interval:

• Daily: scan for anomalies — a spend spike, a stockout, a rank drop.
• Weekly: the optimization loop — search terms, bids, budgets.
• Monthly: trends, harvests, and the ACoS / TACoS picture.

Master Sifu — SellerMate ships 20+ built-in reports and white-label reporting, so these metrics are a click away instead of a spreadsheet export — for you or for your clients.