Amazon
Spend judged on contribution, not on ACOS
Sponsored Products, Brands and Display managed against margin after fees. A campaign at 18% ACOS on a product that cannot carry it is a loss with good reporting.
Campaign structure and daily optimisation are the easy half. The half that matters is knowing what each product can actually afford to spend — which needs real fees, real cost of goods and real freight against every SKU, which is why the analytics comes first.
We mine search terms down to the individual shopper query to find spend that never converts, and we attribute the halo: the cross-sell a campaign drives elsewhere in the catalogue, which a campaign-level report never shows.