Amazon data looks wrong
Common reasons Amazon spend, sales, or ACoS might look off in Ordinary, and how to reconcile with Amazon Ads Console.
Written by The Ordinary Team · Updated On this page
Amazon is unusual: the ads system and the order system are on the same Amazon storefront, so Ordinary shows Amazon’s own reported numbers for Amazon ads. Amazon Ads data covers Sponsored Products at campaign level and appears on Marketing Mix’s Amazon Ads card.
Here’s where things typically go sideways.
1. Zero spend on campaigns you know are running
- Credentials no longer valid. Open Settings → Amazon and click Test Connection on the Amazon Ads API card. If it fails, generate a new Refresh Token and save it.
- Wrong advertising profile. If your account has multiple marketplaces (US / CA / UK, etc.), make sure the Profile ID matches the one running ads. See Connecting Amazon SP-API.
- Not a Sponsored Products campaign. Sponsored Brands and Sponsored Display aren’t imported.
- Date range. Ensure the range covers a period where the campaign was actually active and had spend. Amazon Ads syncs once a day, so today isn’t in yet.
2. ACoS looks bizarrely high or low
Ordinary shows Amazon’s 14-day click-attributed sales. Amazon Ads Console can default to a different window depending on the view, so set it to the 14-day window before comparing. A campaign can look very different at 7 days than at 14.
3. Numbers don’t match Amazon Ads Console
Some expected differences:
- Amazon Ads Console updates continuously. Ordinary syncs Amazon Ads once a day, in the morning (UTC), and re-pulls several recent days each time as Amazon updates attributed sales. Recent days can differ until both have caught up.
- Today isn’t in Ordinary yet. It arrives with the next daily sync.
- Brand Metrics / New-to-Brand data is not pulled — only Sponsored Products standard metrics.
4. Campaigns missing
- Not Sponsored Products — only Sponsored Products campaigns are imported.
- Not in the top campaigns — the Marketing Mix card lists your leading campaigns; its totals still include every campaign.
- New campaign — it appears after the next daily sync.
- Before you connected — history comes in only when you click Backfill 2 years on Settings → Amazon.
5. Sales showing for campaigns that seem unconnected
Amazon attributes sales to campaigns when a shopper clicks an ad and purchases any ASIN on your account within the attribution window. So a Sponsored Products click on Product A can cause a sale on Product B to be counted against the Product A campaign.
This is Amazon’s attribution model — not something we can change.
6. Orders missing (if you connected SP-API too)
- Credentials — click Test Connection on the Amazon SP-API card.
- Marketplace mismatch — SP-API orders are per-marketplace. Check the Marketplace ID is the marketplace you sell in.
- Older orders — orders from before you connected arrive only after Backfill 2 years. New orders sync every hour.
Still broken
There’s no manual refresh button; syncs run on their own. If data still looks wrong after the next sync, email support@tryordinary.com with:
- Your marketplace.
- A specific campaign ID and the metric that looks wrong.
- A screenshot of the same metric in Amazon Ads Console.