Methodology
How every figure is worked out.
Every number comes from the reports you upload, or is a labelled estimate built on them. Where the data comes from is on where the data comes from.Last updated 2 October 2026.
Weeks, currency and freshness
- Weeks run Monday to Sunday, using the dates in Amazon’s report. A week an upload only partly covers is marked with how many of its 7 days are in, and isn’t compared until it’s complete.
- Currency is the one your brand’s reports are in; nothing is converted.
- Freshness: each page says the latest week it covers and how old that is. “Up to date” means the newest week in your reports ended within the last 7 days.
- No data and zero are different: a dash means no upload covers those weeks; 0 means an upload covers them and the figure was zero.
Measured figures
| Clicks, spend, sales, orders, impressions | Summed from your reports for the weeks you choose. Sales and orders are as Amazon reports them for Sponsored Products — attributed to a click within 7 days. |
|---|---|
| ROAS | Sales ÷ spend, from the weeks’ totals (not an average of weekly ROAS). |
| ACOS | Spend ÷ sales, as a percentage. |
| Conversion | Orders ÷ clicks. |
| Wasted spend | Spend on prompts with no orders in the weeks chosen, leaving out prompts already paused or waiting to be paused. |
| ACOS impact | From the campaign report: each campaign’s ACOS as billed, and with its prompts’ spend and sales taken out. Prompt figures are already inside campaign totals, so they’re never added on top. |
| New prompts | Prompts that first appeared in your reports in the weeks chosen. |
Estimates — always labelled
| Value of an unanswered question | Clicks × the product’s price × 2%. The 2% is an assumption, not a benchmark — shown as an estimate and never added to measured money. |
|---|---|
| Value of scaling a prompt’s campaign | Its recent sales × 15%, read as what a 15% higher bid might win. An estimate. |
| Ranking on the to-do list | How urgent it is, how sure we are, what you chose before, and the money; estimates count at half. Open “Why this?” on any item to see its numbers. |
| Change & test results | The weeks before against the weeks after, leaving out the week of the change, and only with enough clicks on both sides. Other changes in the same weeks are named, because they could explain the result too. |
What the figures can’t tell you
- Amazon lists a prompt only once it has been clicked, for 65 days. Prompts shown but never clicked aren’t in any report.
- Attributed sales are not the same as extra sales: a shopper might have bought anyway. Adcquire doesn’t claim incremental sales.
- A prompt is written by Amazon. A click shows interest in Amazon’s wording, not a question the shopper typed.
- Nobody outside Amazon can see what its assistant answers or recommends, so no figure here is about that.
- Demo brands are fictional, and their figures are illustrations.