Question: Which of the following best describes the conversion rate?
- Number of Subscribe and Saves divided by the number of purchases
- Number of impressions divided by the number of clicks
- Number of impressions divided by the number of purchases
or
- Number of impressions divided by the number of clicks
- Number of Subscribe and Saves divided by the number of purchases
- Number of purchases or conversions divided by the number of impressions
Explanation
Conversion rate measures how effectively ad exposure turns into completed actions. In Amazon DSP reporting, conversion-focused rates are calculated by comparing attributed conversions or purchases with the relevant delivery base. Impressions are commonly used as that base for DSP performance metrics such as purchase rate or off-Amazon CVR. This metric helps evaluate whether campaign delivery is producing meaningful lower-funnel outcomes.
Why the other options are incorrect
Option A compares two conversion actions instead of comparing outcomes against delivery or audience exposure.
Option B describes an inverse click relationship, not conversion rate.
Option D duplicates an inverse click relationship, not conversion rate.
Option E duplicates a comparison between two conversion actions, not conversion rate.
Source for verification
https://advertising.amazon.com/library/guides/conversion-rate
https://advertising.amazon.com/help/GJVHGUJXDUKTGHG4
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon DSP Certification" page.