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

<p>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?</p><p>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 being a list of products and becomes a set of relationships.</p><p>Steve found it while doing something ordinary — tightening up CM1, CM2 and CM3 to set targets product by product. The numbers refused to sit still: cross-sales were everywhere, in an account with no parent-child variations at all. He and Mike build two reports out of that: one showing 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.</p><p>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.</p><p>We'll see you in The PPC Den!</p><p><br /></p><p><strong>🦡 Highlights</strong></p><p><br />00:00 – Intro with Steve Patenaude<br />02:50 – The end of the old sponsored product reports<br />03:43 – The new drag-and-drop report builder<br />04:29 – A client mystery: per-product profit targets<br />06:52 – One report for sponsored products, brands and display<br />07:22 – Advertised product ID vs converted product ID<br />07:59 – The most common total ACoS miscalculation<br />09:01 – The size of the halo without parent-child variations<br />09:31 – The non-hero ASIN driving the traffic<br />12:39 – A lookback window longer than 60 days<br />13:04 – Report 1: cross-sale share by advertised ASIN<br />14:42 – The reasons behind click A, buy B<br />15:48 – The cross-sale engineered on purpose<br />17:38 – The meaning of a 0% same-ASIN product<br />19:52 – The wrong way to read total ACoS per product<br />22:19 – Report 2: the true organic sales formula<br />23:16 – The share of product B's sales that PPC earned<br />27:04 – A rank drop misdiagnosed after a stock-out<br />28:26 – 100% organic vs 10% organic: the levers<br />30:09 – Three dashboards from the new reporting tool</p><p><br /></p><p><strong>🦡 Resources &amp; Links</strong></p><p><br /></p><p>• <a href="https://www.adbadger.com/pricing/" rel="ugc noopener noreferrer" target="_blank">Get Ad Badger</a><br />• <a href="https://www.linkedin.com/in/michael-erickson-facchin/" rel="ugc noopener noreferrer" target="_blank">Michael Erickson Facchin</a> — Ad Badger's CEO and PPC whisperer<br />• <a href="https://www.adbadger.com/blog/amazon-ppc-education/ppc-detectives-amazon-performance-crimes-the-ppc-den-podcast/" rel="ugc noopener noreferrer" target="_blank">PPC Detectives: Solving Amazon's Most Mysterious Performance Crimes</a><br />• <a href="https://www.adbadger.com/blog/amazon-ppc-education/when-higher-total-acos-means-more-profit-ppc-the-ppc-den-podcast/" rel="ugc noopener noreferrer" target="_blank">When Higher Total ACOS Means More Profit</a><br />• <a href="https://www.adbadger.com/blog/amazon-ppc-education/how-to-audit-your-amazon-ppc-account-using-bulk-files-and-business-reports-the-ppc-den-podcast/" rel="ugc noopener noreferrer" target="_blank">How to Audit Your Amazon PPC Account Using Bulk Files</a><br />• 📚 <a href="https://www.adbadger.com/amazon-ppc-checklist/" rel="ugc noopener noreferrer" target="_blank">Amazon Marketing Playbook &amp; Advertising checklist</a><br />•