What it means
KPIs (key performance indicators) are measurable metrics for steering business goals. In Amazon advertising they follow the customer journey: impressions measure reach, clicks and CTR measure interaction, orders and conversion rate measure purchase, and ACoS/ROAS/TACoS measure profitability. Only together do these metrics form a complete picture — optimizing single KPIs in isolation (e.g. only pushing ACoS down) regularly leads to bad decisions. Beyond ads, sellers should track profitability, inventory turnover, and customer satisfaction.