Author: Kadence Leung
Last Update：2026/04/19
Introduction
Standard ad reports show your overall success, but they don't tell you where your customers are located. The Geographic Analysis model maps your performance across different states and regions, allowing you to see exactly where your brand has high penetration and where you have room to grow.
By comparing metrics like ROAS, Reach, and Branded Search across different locations, you can move away from a "one-size-fits-all" national strategy and start allocating DSP budget to the specific regions that drive the most profit.
Use this data to answer:
Which states or regions have the highest ROAS for my products?
Are there "hidden" regions where my brand is popular, but I'm not spending enough budget?
How does shopping behavior in specific regions change across the four seasons?
Is my ad reach actually reaching my target market’s geographic hotspots?
When to Use This Report
Pull this report when you are ready to move from general campaign management to high-level regional optimization:
Regional Budget Allocation: If California has a 5.0 ROAS while Texas has a 2.0, you can shift your DSP budget to the higher-performing state for better overall efficiency.
Identify Growth Potential: Find regions with high "Branded Search" volume but low "Total Purchase" volume—these are areas where people know your brand, but you might need a stronger retargeting push to close the sale.
Seasonal Product Launches: If you sell seasonal items (like winter gear or sunblock), use the trend chart to see exactly when demand spikes in different regions so you can time your ad spend perfectly.
How to Use It
The dashboard is highly interactive. Clicking on one element filters the rest of the page.
1. The Geographic Heatmap This is your visual guide. The darker the color, the higher the performance for the metric you’ve selected (e.g., darker blue for higher sales).
Deep Dive: Click on up to 5 states to highlight them. This instantly updates the cards and charts to show only the data for those specific areas.
Exclude Outliers: Use the legend in the corner to filter out states with tiny data volumes that might be skewing your averages.
2. The Data Cards & Bar Chart
The Cards: These show your top 5 KPIs. You can drag and drop different metrics (like ATC or NTB Sales) into these cards via the edit menu.
The Bar Chart: This ranks every region from best to worst. It’s the fastest way to see your "Top 10" and "Bottom 10" performing states.
3. The 12-Month Trend Chart This chart shows how your performance has changed over the past year.
Compare Regions: If you select a specific state on the map, this chart will show that state's performance compared to the national average. This is perfect for seeing if a regional event (like a local promotion) actually moved the needle.
Strategic Scenarios
Goal | What to Look For | Strategic Action |
Improve National ROAS | Regions with high Reach UV but very low Total ROAS. | Reduce bids or narrow targeting in these low-efficiency states to save budget. |
Boost Brand Awareness | Regions with high Branded Search Rate UV. | These are your brand's strongholds. Use them to test new product launches or premium creative. |
New Market Testing | States where your NTB Purchase UVis growing month-over-month. | Double down on prospecting ads in these "rising star" regions to capture new market share. |
FAQ
Q: Why are some regions on the map grayed out?
A: This usually happens because of privacy thresholds or your own filters. If a region has very few shoppers, Amazon may hide the data to protect privacy. Alternatively, you may have set a "Min/Max" filter in the sidebar that this region doesn't meet.
Q: Why is the ROAS in a small state (like Rhode Island) suddenly jumping up and down?
A: This is a "sample size" issue. In regions with low traffic, one or two big purchases can make the ROAS look incredible, while one quiet week makes it look terrible. Always look at the Reach UV to make sure there's enough data to trust the trend.
Q: Does this model include Sponsored Products (SP) or Sponsored Brands (SB)?
A: Currently, this specific geographic model is built for Amazon DSP data. If you want to see geographic trends for Sponsored Ads, you would need a custom model setup.
Q: How accurate is the "Location" data?
A: Geographic data is based on the shopper's shipping address or IP location. While highly accurate for identifying states and provinces, it should be used as a strategic guide for trends rather than a perfect 1:1 match with your internal sales tax reports.
Glossary
Type | Term | Description |
Dimension | State | State or province of country |
Advertiser | DSP advertiser or entity of Sponsored Ads |
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Marketplace | The marketplace where ads are displayed |
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Country | Country of advertisement |
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Metrics | Time Node | Month |
UV | Unique Viewer |
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Total Cost | Total Cost of ads |
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Impressions | Number of impression events |
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Click-throughs | Number of click events |
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Branded Search | Number of branded search events |
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Reach UV | Deduplicated number of impression users |
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Click-throughs UV | Deduplicated number of click users |
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Branded Search UV | Deduplicated number of branded search users |
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Total ATC | Number of add-to-cart events |
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Total ATC UV | Deduplicated number of add-to-cart users |
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Total DPV | Number of detailed page view events |
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Total DPV UV | Deduplicated number of detailed page view users |
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Total NTB Product Sales | Total New-to-Brand Product Sales |
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Total NTB Purchase | Total New-to-Brand Purchase |
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Total NTB Purchase UV | Deduplicated number of new-to-brand purchase users |
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Total Product Sales | Total Product Sales |
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Total Purchase | Total Purchase |
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Total Purchase UV | Deduplicated number of purchase users |
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CTR | Click-through Rate (Click-throughs/Impressions) |
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CTR UV | Unique Click-through Rate (Click-throughs UV/Reach UV) |
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eCPC | Effective Cost per Click (Total Cost/Click-throughs) |
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eCPC UV | Effective Cost per Unique Click (Total Cost/Click-throughs UV) |
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Branded Search Rate | Branded Search Rate (Branded Search/Impressions) |
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Branded Search Rate UV | Unique Branded Search Rate (Branded Search UV/Reach UV) |
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CPBS | Cost per Branded Search (Total Cost/Branded Search) |
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CPBS UV | Cost per Unique Branded Search (Total Cost/Branded Search UV) |
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eCPM | Effective Cost per Thousand Impressions (Total Cost/Impressions*1000) |
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Total ATCR | Add-to-Cart Rate (Total ATC/Impressions) |
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Total ATCR UV | Unique Add-to-Cart Rate (Total ATC UV/Reach UV) |
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Total ATV | Average Transaction Value (Total Product Sales/Total Purchase UV) |
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Total CPATC | Cost per Add-to-Cart (Total Cost/Total ATC) |
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Total CPATC UV | Cost per Unique Add-to-Cart (Total Cost/Total ATC UV) |
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Total CPDPV | Cost per Detailed Page View (Total Cost/Total DPV) |
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Total CPDPV UV | Cost per Unique Detailed Page View (Total Cost/Total DPV UV) |
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Total CPP | Cost per Purchase (Total Cost/Total Purchase) |
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Total CPP UV | Cost per Unique Viewer Purchase (Total Cost/Total Purchase UV) |
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Total DPVR | Detailed Page View Rate (Total DPV/Impressions) |
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Total DPVR UV | Unique Detailed Page View Rate (Total DPV UV/Reach UV) |
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Total NTB CPP | Cost per New-to-Brand Purchase (Total Cost/Total NTB Purchase) |
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Total NTB CPP UV | Cost per Unique Viewer New-to-Brand Purchase (Total Cost/Total NTB Purchase UV) |
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Total NTB PR | New-to-Brand Purchase Rate (Total NTB Purchase/Impressions) |
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Total NTB PR UV | Unique New-to-Brand Purchase Rate (Total NTB Purchase UV/Reach UV) |
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Total NTB ROAS | New-to-Brand Return on Ad Spend (Total NTB Product Sales/Total Cost) |
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Total PR | Purchase Rate (Total Purchase/Impressions) |
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Total PR UV | Total Unique Viewer Purchase Rate (Total Purchase UV/Reach UV) |
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Total ROAS | Return on Ad Spend (Total Product Sales/Total Cost) |
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