Unified reporting is a reporting system that puts the performance of several advertising products, accounts or channels into a single report, using one set of metric names, one set of dimensions and one attribution method. It exists because ad platforms were assembled product by product. Search ads, display, video and programmatic buying each arrived with its own console, its own column names and its own rules for deciding which sale an advertisement caused, so a buyer running all of them had to export several files and reconcile them by hand.

The phrase is used loosely across marketing software, but in advertising it now most often refers to a specific product: the reporting system Amazon Ads opened in beta on November 11, 2025 and made generally available on June 8, 2026. That system replaces Amazon's separate report pages for sponsored ads and for its programmatic buying tool, formerly Amazon DSP and now called DVA (display, video and audio). This article leads with Amazon's implementation, which has a published specification and fixed deadlines.

How it works

The starting point is a shared data model: every ad product writes delivery and conversion data into one schema, and the report builder reads from it rather than from product-specific tables. A report is built by choosing a scope, then dimensions, then metrics.

Scope can span manager accounts, advertiser accounts, campaigns, countries and ad products in a single query. Amazon's general availability notice says one report can cover multiple accounts, ad products and countries, and lists 34 countries across North America, Brazil, Europe, the Middle East and Asia Pacific.

Dimensions are the categories data is broken down by. Amazon's dimensions reference, updated on November 11, 2026, lists 156 dimension attributes across 11 categories, of which 85 apply to Sponsored Products. DVA campaigns can use 137 of them, Sponsored Display 81 and Sponsored Brands 73. Supply, technology and geography fields are almost entirely programmatic: 32 of 35 supply attributes, covering items such as deal ID, publisher name and ad break position, apply only to DVA campaigns.

Metrics are the numbers: impressions, clicks, cost, purchases, sales and their ratios. Here the system's main job is translation. Amazon's buying tools used different words for the same object. A programmatic "order" and a sponsored ads "campaign" both become Campaign ID; a programmatic "line item" and a sponsored ads "ad group" both become Ad group ID; "Advertised ASIN" becomes "Advertised product ID". The ASIN, or Amazon Standard Identification Number, the retailer's product code, no longer appears in any unified field name. Where a dimension does not apply to a product, Amazon's documentation says its value appears as null, so a Sponsored Brands row and a DVA row can sit in the same table.

Time windows are fixed by grain. The November 2025 beta notice allowed hourly data for two weeks, daily or weekly data for 15 months, and monthly, yearly or summary data for six years. Templates cover common jobs. At general availability the gallery included Advertised Product, Audience, Converted Product, Geography, Placement, Campaign, Live Events, Search Term and Reach and Frequency, according to PPC Land's report on the June launch.

Three access routes exist. The Ads Console interface, under Measurement and Reporting, is generally available. The Reporting API and Amazon Marketing Stream, a push feed that delivers hourly data to an advertiser's cloud account, were still labelled beta on Amazon's GA page. That matters to agencies whose dashboards are fed by the API.

Attribution: the hardest part to unify

Renaming columns is mechanical; agreeing on what a "purchase" means is not. Amazon says the GA release standardised "metrics, dimensions and attribution methodology (from conversion to traffic based attribution)". In a traffic-based report, a sale is recorded against the date of the click or view that led to it, not the date the shopper paid. Sponsored ads campaign reports already worked this way: according to Optmyzr, a sale shown on February 3 can come from a purchase made any time up to February 17, depending on the attribution window.

A worked example shows the consequence. A Sponsored Brands click on March 1 with a 14-day window can be credited with a purchase on March 14. Amazon restates conversion data at one, seven and 28 days after the event, so the March 1 row can keep changing for up to 42 days, according to a Funnel help article citing Amazon Ads API documentation. A finance team comparing attributed sales with booked revenue for the same week will see a gap that narrows only as restatements arrive.

Unified reporting arrived on top of a separate attribution change. On January 1, 2026, Amazon replaced view-through attribution for Store ads with a "shopping-signal enhanced" last-touch model, which reduced the purchases credited to Sponsored Brands, Sponsored Display and DSP campaigns serving Amazon inventory. The old method survives in a "Purchases (all views)" metric family. Code3, an agency, described that metric as available in unified reporting and recommended it for year-on-year comparisons, according to its March 2026 analysis. One report can thus give two answers to what an advertisement sold.

Origin and evolution

The Amazon Advertising Platform, renamed Amazon DSP in September 2018, grew up separately from the self-serve sponsored ads console, and the two kept different object names until 2026. New-to-brand metrics, which count first-time buyers of a brand, arrived in January 2019 and spread across both.

Consolidation came in layers. Amazon DSP's advertiser-level reach and frequency measurement, announced on December 23, 2024, was built on what Amazon called its V3 reporting infrastructure. At unBoxed in November 2025, Amazon merged its DSP and sponsored ads tools into one Campaign Manager and opened unified reporting in beta, with self-service DSP accounts included at launch and managed-service accounts promised for the first quarter of 2026. PPC Land's article on the Campaign Manager dates the announcement to November 10; Amazon's reporting notice is dated November 11.

Cross-account reach and frequency reporting followed on April 2, 2026, adding de-duplicated reach across accounts and a new template. Benchmarks reached general availability in 18 markets on May 18. General availability on June 8 added the template gallery, managed-service support and the standardised attribution.

Why it matters

The significance lies less in the interface than in the definitions. Once Amazon decides that a line item is an ad group, every agency dashboard, bid tool and finance reconciliation keyed to the old names must be remapped. Amazon claims the system cuts report generation "from hours to minutes". The cost falls on the buyers who must rebuild scheduled reports before the old pages close.

A single schema also changes what can be compared. Search, display and streaming television results in one table invite budget shifts between them. That is the stated purpose of products such as cross-account reach reporting, and it suits a seller that now operates one platform it calls Amazon Ads Agent.

Limitations and disputes

The migration is incomplete. Amazon's migration page lists ten report types that "aren't available yet in unified reporting", including the conversion path report, the Amazon Attribution report, the pricing transparency report and the Sponsored Products budget report, PPC Land reported on November 12, 2026. Fields with no unified equivalent are dropped, and some metrics lose granularity: top-of-search impression share, available at keyword level in legacy reports, is campaign-level only in the new system. The same page says all saved and scheduled reports will migrate, while warning that migration fails if unsupported types are selected.

Deadlines have shifted. In June, Amazon said the legacy pages would be sunset on December 31, 2026. The November Support Center timeline moves the shutdown to January 31, 2027, with deletion of unmigrated reports and historical data, and adds that the dates "are subject to change".

Documentation also lags the product. The dimensions reference still describes the "Ad product" field using the Amazon DSP name, retired on September 29, 2026, and shows Sponsored TV icons on at least 80 attributes while a footnote says Sponsored TV is not yet supported. Attribution remains the deeper dispute. Unified numbers are consistent, but they remain Amazon grading its own advertising.

Unified reporting is not...

Cross-channel reporting tools. Vendors such as Funnel and Improvado sell dashboards that pull data from Google, Meta, Amazon and others into one view, often marketed as "unified marketing reporting". They aggregate each platform's own numbers; they cannot change how each platform attributes a sale.

Cross-media measurement. De-duplicated reach across television and digital, as offered by measurement companies, estimates how many distinct people saw a campaign. Unified reporting, by contrast, standardises one seller's reports; reach is one template within it.

A unified media platform. That term describes software that plans, buys and measures across channels in one system. Unified reporting is one layer of such a platform.

Unified pricing rules. Google Ad Manager's unified pricing rules set floor prices across demand sources on the sell side. They involve no reporting.

Recent developments

The past fortnight has reshaped the timetable. On November 11, 2026, Amazon published the field-by-field dimensions reference. On November 12, its Support Center set out a five-phase shutdown: migration opened June 8, a self-migration tool arrived in September, report creation and editing on legacy pages will stop on December 17, 2026, a 14-day warning follows on January 17, 2027, and the old report centres will be permanently decommissioned on January 31, 2027. The same period brings a counting change: from January 1, 2027, DVA display impressions are counted only once on screen, and Amazon expects counts to fall by about 63% on average.

Timeline

  • September 2018 - Amazon Advertising Platform renamed Amazon DSP.
  • January 2019 - Amazon introduces new-to-brand metrics.
  • December 23, 2024 - Advertiser-level reach and frequency measurement launches in Amazon DSP on V3 reporting infrastructure.
  • November 10-11, 2025 - Amazon merges DSP and sponsored ads into one Campaign Manager (beta) at unBoxed.
  • November 11, 2025 - Unified reporting opens in beta across the Ads Console, Reporting API and Amazon Marketing Stream.
  • January 1, 2026 - Shopping-signal enhanced last-touch attribution replaces view-through attribution for Store ads.
  • April 2, 2026 - Cross-account reach and frequency reporting launches.
  • May 18, 2026 - Benchmarks reporting reaches general availability in 18 markets.
  • June 8, 2026 - Unified reporting reaches general availability in the Ads Console; legacy pages set to close December 31, 2026.
  • September 2026 - Self-migration tool for scheduled reports becomes available.
  • September 29, 2026 - Amazon DSP renamed DVA; platform renamed Amazon Ads Agent.
  • November 11, 2026 - Amazon publishes the 156-attribute dimensions reference.
  • November 12, 2026 - Support Center moves legacy shutdown to January 31, 2027.
  • December 17, 2026 - Legacy report pages scheduled to become read-only.
  • January 1, 2027 - On-screen-only impression counting starts for DVA display.
  • January 17, 2027 - 14-day deletion warning phase begins.
  • January 31, 2027 - Legacy report centres scheduled for permanent decommissioning.

Summary

Who: Amazon Ads built the best-documented unified reporting system, used by sponsored ads and DVA (formerly Amazon DSP) advertisers, agencies and reporting vendors in 34 countries. Third-party tools sell a looser cross-platform version.

What: A reporting system that merges data from several ad products, accounts and countries into one report, with standard names for 156 dimensions, shared metrics and a single traffic-based attribution method.

When: Amazon opened it in beta on November 11, 2025 and made it generally available on June 8, 2026. Legacy report pages become read-only on December 17, 2026 and are scheduled to close on January 31, 2027.

Where: In the Amazon Ads Console under Measurement and Reporting, with the Reporting API and Amazon Marketing Stream still in beta at general availability.

Why: Amazon's ad products used different names, tables and attribution rules, which forced buyers to reconcile separate exports. Unified reporting replaces those with one schema, at the cost of a forced migration, dropped fields and report types not yet supported.