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.

Run it

Choose New report, then Run report on the Tentpole Event Lift card.
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

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."
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".