How to Find Your Amazon Cross-Sales and True Organic Sales

Today Mike is joined again by Steve Patenaude the closest thing this show has to a PPC detective to open a case that starts with a boring question and ends somewhere much more interesting: which of your products is actually earning the sale?Amazon has retired the old sponsored product reports. The drag-and-drop builder that replaced them looks like extra homework, and it is but it also hands you two columns the old reports kept apart: the ASIN that was advertised, and the ASIN that was purchased. Put those side by side and the account stops looking like a list of products and starts looking like a set of relationships.Steve found it while doing something ordinary. He was tightening up CM1, CM2 and CM3 to set targets product by product, and the numbers refused to sit still - cross-sales were everywhere, in an account with no parent-child variations at all. In the episode he and Mike build two reports out of that: one that shows what share of each ASIN's ad revenue was really a cross-sale (one product in the sample: 94%), and one that lands on a number almost nobody calculates correctly - true organic sales, business report revenue minus same-ASIN ad sales minus the sales that product picked up as somebody else's halo.You'll also hear why total ACoS per product is usually wrong in both directions, what a 0% same-ASIN product is telling you, the loss-leader SKU trick that pulls shoppers onto a listing, and the stock-out that tanked a hero product's sales - except the hero product was never the one doing the work.We'll see you in The PPC Den!🦡 Highlights00:00 – Intro with Steve Patenaude02:50 – The end of the old sponsored product reports03:43 – The new drag-and-drop report builder04:29 – A client mystery: per-product profit targets06:52 – One report for sponsored products, brands and display07:22 – Advertised product ID vs converted product ID07:59 – The most common total ACoS miscalculation09:01 – The size of the halo without parent-child variations09:31 – The non-hero ASIN driving the traffic12:39 – A lookback window longer than 60 days13:04 – Report 1: cross-sale share by advertised ASIN14:42 – The reasons behind click A, buy B15:48 – The cross-sale engineered on purpose17:38 – The meaning of a 0% same-ASIN product19:52 – The wrong way to read total ACoS per product22:19 – Report 2: the true organic sales formula23:16 – The share of product B's sales that PPC earned27:04 – A rank drop misdiagnosed after a stock-out28:26 – 100% organic vs 10% organic: the levers30:09 – Three dashboards from the new reporting tool🦡 Resources & Links🦡 GET AD BADGERFind Michael Erickson Facchin — Ad Badger's CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingOur guest today is Steve PatenaudePPC Detectives: Solving Amazon's Most Mysterious Performance CrimesWhen Higher Total ACOS Means More ProfitHow to Audit Your Amazon PPC Account Using Bulk Files and Business Reports📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Steve PatenaudeSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno