ASIN Funnel, Price vs Market and Order Timing
These tabs sit next to Search Term Opportunities on the Keyword Performance page.
ASIN Funnel
Each row is one ASIN over a Brand Analytics period: how shoppers found it in search, what its ads did, and what it sold in total. Signals compare the ASIN with your store averages, so the bar moves with your store.
| Signal | Colour | Rule | What to change |
|---|---|---|---|
| Spend, no sales | Amber | At least 1% of the period's ad spend and no ordered sales | Pause its ads or cut bids sharply, check stock, Buy Box and price |
| High TACOS | Amber | At least 1% of ad spend, with TACOS at least 2× the store's | Lower bids on auto and broad targeting, keep the best exact keywords |
| Weak conversion | Amber | 100+ search clicks converting under half the store's search conversion rate | Fix the listing first: image, title, price, reviews, A+ content |
| Efficient | Green | At least 1% of total sales, TACOS at or below the store's, at least 50% organic | Raise its budget or bids |
Budget actions against the store's TACOS:
| Action | When | How much |
|---|---|---|
| Pause ads | Spend, no sales | Pause; the whole spend is freed |
| Cut spend | High TACOS | Down to the spend that would put its TACOS at the store's, at most −50% |
| Fix listing | Weak conversion | Fix the listing and hold bids 20% lower meanwhile |
| Raise budget | Efficient | Up by the room left before its TACOS reaches the store's, +10% to +30% |
Read the funnel left to right: a low search click rate points at the image, title or price; high cart abandonment (1 − purchases ÷ cart adds) at price, delivery or reviews; low search conversion (purchases ÷ search clicks) at the listing as a whole. TACOS and % organic are explained in How TACOS, ACOS and % Organic are calculated.
Price vs Market
The price index compares what shoppers clicked from you with what they clicked across the market on the same search:
Price index = your click-weighted median click price ÷ the market's clicked-product median price
- Needs 10 clicks: the index is only shown when you have at least 10 clicks on the search. With one or two clicks it is just one product's price against a market median that can be a handful of cheap items, which gives meaningless figures such as 200×.
- Near 1.00×: priced like the market, so a weak result is about relevance or the listing.
- High index, conversion at or above the market's: a premium product that still sells. Keep bidding.
- High index, conversion below the market's (Priced out): shoppers want a cheaper option. Lower the bid about 20%, advertise a cheaper ASIN, or test a coupon.
Only searches where both prices are known are listed, highest index first.
Order Timing
Order Timing shows when shoppers place orders, in the store's own time zone, over up to 366 days (default last 90): a weekday × hour heatmap (darker = more orders) and a by-weekday table with orders, sales, ad spend and ACOS. Cancelled orders are left out.
Use it to raise bids about 10 to 20% in the busy hours and lower them overnight, and to check budgets last until the evening peak. Ad spend is only daily, so it compares by weekday, never by hour.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.