# Measure a tentpole event with Tentpole Event Lift

Tentpole Event Lift answers one question for a sale or holiday weekend: *did the event lift sales and new customers over the lead-in, and what happened after?* You give it the event dates and how many days before and after to compare. It compares the three windows as per-day averages.

## What the report covers

- **Ad-attributed only.** Sales and new-to-brand customers are the ones attributed to your sponsored ads and DSP, with ad spend alongside. Organic sales are not included, so lift here is lift in ad-attributed sales, not in all sales.
- **No paid dataset.** It runs on the standard AMC tables for sponsored ads traffic, DSP impressions and attributed conversions.
- **Each purchase counts on the day it happened.** Ad spend counts on the day the ad ran.

You need the same setup as every report: an Amazon Ads connection under **Settings, Connections**, and a confirmed advertiser whose data availability check has finished. See [Use AMC Workspaces](/knowledge-base/amc-workspaces/how-to/use-amc-workspaces).

## Run it

1. Choose **New report**, then **Run report** on the **Tentpole Event Lift** card.
2. Fill in the four settings under **Configuration**:

| Setting | What to enter | Default |
|---|---|---|
| Event start | The first day of the event, as YYYY-MM-DD | None |
| Event end (inclusive) | The last day of the event | None |
| Lead-in days | Days before the event used as the baseline, 0 to 60 | 14 |
| Lead-out days | Days after the event, to see whether sales dipped or held up, 0 to 60 | 14 |

3. Check the **Window** row. It replaces the date range picker and shows the full period the report reads, from the start of the lead-in to the end of the lead-out. If a setting is not valid, it shows why, for example "The event cannot end before it starts."
4. Choose **Run now**. A run usually takes 3 to 6 minutes, and it keeps going if you leave the page.

## It runs once

A fixed event does not recur, so Tentpole Event Lift is always a one-time run. It cannot be scheduled, and it never appears on the **Scheduled** tab. Find the result under **Reports**.

To run it again later:

- **Re-run** on the row in **Reports** runs it again with the same advertiser, title, dates and lead-in and lead-out. Use this for a later read of the same event.
- **Run again** inside a report opens a new configuration, so you enter the dates and lead-in and lead-out again.

## When to run it

- **After the lead-out ends.** The report does not stop you from choosing days that have not happened yet. Those days simply return nothing, which makes the lead-out look weaker than it is.
- **Then Re-run it later.** Amazon credits a sale to an ad for up to 14 days afterward, so sales near the end of the lead-out may still be growing if the run is recent. A second run about two weeks later gives the settled figure.

## Read the result

- **Four tiles.** Event daily sales, lift over the lead-in, event new-to-brand customers, and event ROAS. Lift compares event sales per day with lead-in sales per day. New-to-brand customers are shoppers who bought your brand for the first time in the past 12 months, counted once each.
- **Lead-in, event and lead-out.** Days, sales, sales per day, daily sales against the lead-in, purchases, purchasers, new-to-brand customers and sales, ad spend and ROAS for each phase. If the lead-out runs below the lead-in, some of the event may have been demand pulled forward rather than new demand.
- **By ad type and phase.** Which ad types carried the lift, and which ones pulled back after. DSP shows as its own ad type.
- **By day.** Every day from the start of the lead-in to the end of the lead-out.

**How this works** on the report page explains the method and its limits.

## Things to know

- **Hidden small groups.** AMC hides groups with too few shoppers. Hidden rows are left out, and a notice says how many.
- **Empty phases.** If the lead-in, event or lead-out returns nothing, a notice says which one. Without a lead-in there is no baseline, so lift shows n/a.
- **Purchasers can repeat across phases.** A shopper who buys in the lead-in and again in the event counts in both.
- **No export yet.** The **Export** button shows "Coming soon".

## Related

- [Use AMC Workspaces](/knowledge-base/amc-workspaces/how-to/use-amc-workspaces)
- [Run AMC queries from Claude](/knowledge-base/plugin/how-to/run-amc-queries-from-claude)