Different advertising stats

There are several reasons why Scale Insight's advertising stats for campaigns, ad groups, keywords, targets, or search terms may be different from Seller Central.

Here are some of the top reasons:

Different parameters

You may be comparing different parameters in Scale Insights and Seller Central.

• The date range you are looking at on Scale Insights differs from Seller Central.
• You are looking at different metrics. For example, looking at keyword performance in Seller Central but search term performance in Scale Insights.
• You are looking at different data groups, for example, at the summary stats for enabled campaigns on Seller Central but for enabled and paused campaigns in Scale Insights.

Data latency 

If you look at the most recent advertising data (e.g., today or yesterday), it may not be updated yet due to data latency.

For example, if someone clicks on your ads and makes a purchase, Scale Insights will not be aware of the changes until it runs the next update every few hours.

Sales attribution

Scenario:

1. A customer clicks on your ad on 1st March but makes the purchase on 7th March at 10 pm.
2. On 7th March at 11 pm, you view the advertising reports from 1st March to 4th March.
3. Seller Central showed 1 sale on 1st March, while Scale Insights showed 0 sales on 1st March.

Amazon attributes sales to the day a customer clicks on your ad, not the day the customer makes the purchase.

In the above scenario, even if you exclude the most recent advertising data, you may still see missing sales if it happened very recently. 

Discrepancies of such nature are common.

If the ad spends and clicks in Scale Insights match Seller Central's stats but not the sales data, it is highly likely due to sales attribution and data latency.

If you check back on the exact dates in the future, you should see the sales data match once the system receives the updated sales attribution data from Amazon.