Analyzing Campaign Performance: Trends, Heatmaps, and Search Term Insights

Analyzing Campaign Performance: Trends, Heatmaps, and Search Term Insights

Overview

This article explains how Campaign Manager supports campaign performance analysis using trends, heatmaps, and search term data. These tools help users understand performance patterns, identify efficiency issues, and make informed optimization decisions based on time-based and search-level insights.

Explanation

Campaign Manager provides multiple analysis views that surface campaign performance at different levels. These views are available directly from the campaign list and within the campaign detail Summary view. All metrics shown respect the selected date range, marketplace, and available data sources.

Performance analysis in Campaign Manager focuses on:

  1. Time-based trends across key metrics

  2. Hourly performance distribution using heatmaps

  3. Search term–level performance and actions

Usage

Use these analysis tools when you need to:

  1. Identify performance trends over time

  2. Understand which hours of the day drive spend or sales

  3. Investigate inefficient spend or strong-performing periods

  4. Evaluate search terms for keyword harvesting or negation

  5. Validate the impact of campaign changes or automations

Campaign Trends Analysis

Campaign trends are accessed from the Campaigns tab.

  1. In the campaign list, click the chart icon next to a campaign name

  2. A drawer opens showing performance trends and heatmap views

  3. Users can switch between different campaigns using the dropdown

Trend Chart Behavior

  1. Trend charts display time-series performance metrics

  2. Users can select up to four metrics at a time

  3. An optional “Compare to” period can be applied

  4. Metrics respect the selected date range and marketplace

Trend Metrics
Common metrics available in trend charts include:

  1. Spend

  2. Sales

  3. Clicks

  4. Impressions

  5. CTR

  6. CPC

  7. ACOS

  8. ROAS

Notes
Trend metrics may be sourced from standard Amazon Ads reports, Amazon Marketing Stream (AMS), or a combination of both, depending on date range and data availability.

Heatmap Analysis

Where Heatmaps Are Available

Heatmaps are available in two locations:

  1. From the campaign list chart drawer

  2. Within the campaign detail Summary view (Heatmap sub-tab)

Heatmap Behavior

  1. Heatmaps display hourly performance data in a grid format

  2. Each column represents an hour of the day

  3. Users can select one metric at a time

  4. A “View metrics” toggle shows or hides numeric values in the grid

Heatmap Metrics
Metrics available in heatmaps include performance indicators such as:

  1. Spend

  2. Sales

  3. Clicks

  4. Impressions

  5. CTR

  6. CPC

  7. ACOS

  8. ROAS

Heatmap Usage
Heatmaps are commonly used to:

  1. Identify high-spend or high-conversion hours

  2. Detect inefficient spend during low-performing periods

  3. Validate time-based optimizations such as dayparting rules

WarningHeatmap data availability depends on synced data and may vary by date range and marketplace.

Search Term Insights

Where Search Term Data Is Found

Search term insights are available within the campaign detail Summary view.

  1. Open a campaign from the Campaigns tab

  2. Navigate to the Summary tab

  3. Select the Search Terms sub-tab

Search Term Data Shown
The Search Terms table includes:

  1. Search term text

  2. Associated ad group

  3. Performance metrics such as clicks, spend, sales, orders, ACOS, and ROAS

Search Term Actions
Users can take action directly from search term insights:

  1. Add search terms as keywords

  2. Add search terms as negative keywords

  3. Perform actions in bulk across multiple search terms

InfoAvailable actions depend on campaign type and targeting configuration.

Important Rules and Behavior

  1. All performance data respects the selected date range and marketplace

  2. Metrics are not real-time and may change as data is synced

  3. “Today” data may fluctuate during the day

  4. Heatmap and trend data may use AMS or standard report data

  5. Some sub-tabs or actions may not be available for certain ad types (for example, Sponsored Display)

Prerequisites

To analyze campaign performance using these tools:

  1. Campaign Manager module access must be enabled

  2. Amazon Ads integration must be complete

  3. A marketplace (profile) must be selected

  4. Campaigns must exist for the selected marketplace

Summary

Campaign Manager provides multiple performance analysis tools, including trends, heatmaps, and search term insights. By combining time-based views with search-level performance data, users can better understand how campaigns perform, identify optimization opportunities, and make informed decisions within a single, structured interface.