Amazon vCPM Campaign Showing Wrong Data?

Amazon's new targeting metric is called vCPM, which stands for Cost per thousand viewable impressions. On Amazon, vCPM ads can be displayed off-platform or on-platform, including on brand Product Detail Pages (PDP), Search Result Pages (SERP), and competitors/other PDPs. Some of the most effective targeting types for vCPM ads are Similar to advertised products, Category Targeting, Purchases remarketing, and Views remarketing. However, there are three scenarios where the data from vCPM ads can be misleading and negatively impact your optimization:

1. When a vCPM ad on a brand PDP receives attribution for a purchase that was actually influenced by a different type of ad, such as a Sponsored Product (SP) or Sponsored Brand Ad (SB).

2. When a vCPM ad on a SERP receives attribution for a purchase that would have happened organically without the ad's influence.

3. When a vCPM ad on a competitor PDP takes credit for a sale that was actually triggered by a different PPC campaign.

Bottom-of-the-funnel vCPM ads should be used only for awareness goals and not when accurate conversion data is needed, as they can cannibalize organic sales and skew PPC data. Normally vCPM data shows very good ROI and advertisng sales. But, its all fake as it shows fake attributed data which is not real. It is important to consider the impact of vCPM on your PPC campaigns, as it may take credit for sales that were actually triggered by other PPC campaigns. This can have a significantly adverse effect on your optimization for those PPC campaigns. For accurate conversion data, it is recommended to use the same placement with a PPC campaign instead of vCPM.