There are some key differences between the tables and the data they have available. Breaking down the data contained in each table:
- keyword & keywordmetric = SPA + SB campaign performance including search terms values for SPA and SB. Amazon now combines Keyword and Product Targeting data in one report for each ad type so this table does not correspond directly to reports available in Amazon.
- targetexpressions & targetexpressionsmetric = SPA and SB Product Targeting including search terms for Product Attribute Targeting (targetexpressions). Amazon now combines Keyword and Product Targeting data in one report for each ad type so this table does not correspond directly to reports available in Amazon.
- keywordtargeting & keywordtargetingmetric = "stacked" table of the above two. Basically, we wanted to combine Keyword + Target in a single table for ease of use and additional analytics capabilities. So, it includes data for SPA and SB keywords + SPA and SB product targeting. This table corresponds to the Sponsored Products Targeting Report + Sponsored Brands Targeting Report. Of note, this table also contains serach term data and therefore corresponds to the Search Term reports for Sponsored Products and Sponsored Brands.
- The above three tables have "suppressed" (lower) Impressions numbers relative to the other tables because Amazon only gives us impressions when there is a click on the keyword/target/search term level. It's silly, but keyword/target level data will always show fewer impressions than other tables. i.e. keywordmetric Impressions + targetexpressionsmetric Impressions = keywordtargetingmetric Impressions which is < (less than) campaignmetric impressions
- productad & productadmetric = data for SPA campaigns only (keyword and targetexpressions but no SB activity) due to the restrictions on SB data described in above points. Impressions are not suppressed for clicks in this table but will only reflect for SPA campaigns (understated by SB campaign performance relative to the campaign or sellermonthmetric tables)
- campaign, campaignmetric & sellermonthmetric = data for all campaigns, Impressions not suppressed. These will likely always be the most ""complete"" data totals relative to the other tables due to fewer restrictions on campaign-level data.
So all in all, the tables that will equal each other will be:
Keyword + TargetExpressions = KeywordTargeting
Campaign = SellerMonthMetric
Product Ad = no comparison - SPA campaign data only