Targeting Reports: Evaluating Individual Keywords and Product Targets
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Quick answer
Targeting reports are Amazon Ads performance views that show results for individual keywords, product ASINs, and category targets. They separate spend, clicks, orders, sales, ROAS, and ACoS by target so advertisers can identify which terms or product pages create sales and which waste budget. These reports are especially useful when an ad group has many different targets and the underlying performance differences are hidden in a campaign-level total.
If you already use campaign reports, the targeting report is the natural next step. Campaign reports tell you how an entire campaign or ad group is doing; targeting reports show you the individual terms behind that result. This page explains the core evaluation process and the situations where a targeting report gives you better optimization signal than a campaign-level view.
What Targeting Reports Show
A targeting report exposes performance at the level where optimization actually happens. Instead of one row for the whole ad group, you see a separate line for each keyword, product ASIN, or category target. The data typically includes impressions, clicks, spend, orders, sales, and calculated efficiency metrics such as ACoS, ROAS, and conversion rate.
That structure makes it easier to spot patterns. One keyword may have high click volume and no orders, while another may have fewer clicks and a stronger conversion rate. A campaign report cannot show that contrast because it combines both keywords into a single row.
How to Evaluate Individual Keywords and Product Targets
A practical evaluation starts with efficiency, not just revenue. A keyword that spends heavily and produces one or two sales may still be unprofitable if ACoS is too high. Review spend, orders, and sales together. For product targets, compare the target ASIN or category to the account’s average ACoS or ROAS goal.
- Flag low-converting targets: Look for meaningful spend with zero or very low orders over a sufficient date range.
- Compare targets within the same ad group: Use relative performance to decide where to shift budget or lower bids.
- Create a cleanup list: Turn consistently poor search terms into negative keywords or paused targets. The Amazon Negative Keyword Tool by Todoza is built for that manual review process.
When This Matters: Targeting vs Campaign View
Use a targeting report when an ad group has many different targets or when broad and automatic campaigns show mixed performance. A campaign report is better for high-level budget reviews and overall trend checks. A targeting report is better before changing bids, adding negatives, or deciding whether a product target deserves more budget.
If team members disagree about why performance is off, the targeting view often resolves the question. It shows whether the problem is concentrated in a small number of terms or spread across the entire campaign.
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Related guides
Once you know which keywords or product targets are driving results, you can return to the broader campaign vs targeting report decision with a clearer framework. The main guide on Amazon Ads report selection explains how to use both views together for weekly optimization.