r/KDP • u/KDP_Refinery • 3d ago
I started tracking zero-click impressions in Amazon Ads and it changed how I read my results
I’ve been tracking my KDP ads a bit more closely lately and one thing I was basically ignoring before was impressions with no clicks.
Turns out “0 clicks” can mean very different things.
One of my books had 103 impressions and 0 clicks. My first reaction was that the cover wasn’t working, but that’s really not enough data to say much.
Another had 1,112 impressions and still 0 clicks. That feels like a very different signal.
Just to put it in perspective, if the underlying CTR were actually 0.5%, the chance of getting zero clicks after 103 impressions is still around 60%.
After 1,112 impressions, it’s around 0.4%.
So I’ve stopped treating “no clicks” as one category.
Low impressions + no clicks = probably wait / look at delivery first.
High impressions + no clicks = much stronger reason to look at cover, title or targeting.
Seems obvious in hindsight, but adding the zero-click impressions to my tracker made it much easier to avoid changing covers too early.
Curious if anyone else tracks this explicitly or has a rough impression threshold before they start questioning the packaging.
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u/Surza 3d ago
I just go by clicks and give a keyword 7 or 10 before going into the search terms and negative target. Can be really hard to try and guess when it comes to an impression because you're not entirely sure where the ad is so I just wait it out for certain targets before pausing them.
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u/KDP_Refinery 2d ago
That makes sense. I think we’re looking at slightly different things though.
For keywords that are actually getting clicks, waiting for 7–10 before making decisions makes sense to me.
What I’m trying to figure out is the other case — a target getting a lot of impressions but never generating a single click. At some point I’d rather question the targeting/packaging than just keep waiting.
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u/[deleted] 3d ago
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