Long-term keyword value
Track cumulative ROAS over 12 months to find your most valuable keywords. Unlike standard metrics that show a single time period, this page uses cohort analysis to reveal how keyword performance evolves from the month a keyword was created through the present.
Prerequisites
- At least one Amazon account connected
- Active keyword targets with at least 2 months of performance data
Two tabs
| Tab | What it shows | ASIN selection |
|---|---|---|
| Target Performance | All keywords with optional filtering | Not required |
| Target Contribution | Keywords filtered by a single ASIN | Required |
Insight cards
Three summary cards appear above the table:
| Card | What it shows |
|---|---|
| Avg ROAS Change | Percentage improvement from the first month of data to the current month. Green if positive, red if negative. |
| Top Performing Cohort | Which creation-month cohort has the highest average ROAS at the current month |
| Keywords with Data | Count of keywords with data in the current month versus total keywords (e.g., "152 / 1,200") |
Reading the heatmap
The main table displays a 12-month heatmap for each keyword:
- Rows represent individual keywords with their match type and cohort month
- Columns represent months, newest on the left
- Cell values show cumulative ROAS (e.g., "2.45x")
- Cell colors range from red (low ROAS) to green (high ROAS)
- Trend arrows indicate if ROAS is improving or declining compared to the previous month
Hover over any cell to see the calendar month, cumulative spend, cumulative sales, and the change from the previous month.
Keywords can be expanded to show individual search terms within that keyword target.
The table is paginated with 100 rows per page.
Filter and search
- Keyword search — type to filter keywords by text. Results update as you type.
- Match type — filter by All, Broad, Exact, Phrase, or Auto match types using the dropdown.
On the Target Contribution tab, select an ASIN from the dropdown to see only keywords that drive performance for that specific product.
What's next
- Search query performance — analyze weekly trends for your search terms
- Managing targets — adjust bids on your most valuable keywords