📡 DSP 轉換路徑增量分析 UK + DE

📋 Executive Review — 一分鐘看懂 / The 1-Minute Version

這在看什麼：顧客下單前通常看過我們好幾種廣告。這報告追蹤每筆成交的完整路徑，檢查 Amazon DSP（展示／影音廣告）有沒有參與其中一步。

What this is: before someone buys, they usually see several of our ads. This traces the full path to each sale and checks whether Amazon DSP (display/video ads) was one of the steps.

結論：UK 和 DE 都有 約 9% 的銷售路徑中出現 DSP。其中 約 2% 是「只看過 DSP」就成交的顧客（完全沒碰搜尋廣告）— 沒有 DSP，這些單會直接漏掉。其餘是 DSP 與 Sponsored 廣告一起助攻多觸點成交。

Bottom line: DSP touched ~9% of sales in both UK & DE. About 2% came from buyers who saw only DSP (no search ads) — sales we'd have missed without it. The rest is DSP assisting alongside Sponsored ads.

帶走一句話：DSP 在「上層觸及 + 助攻」的角色站得住，尤其對新客 — 這批買家 90%+ 是 new-to-brand。

Takeaway: DSP earns its place as a top-of-funnel/assist channel, especially for new customers — 90%+ of these buyers are new-to-brand.

兩個角度一起看：① DSP 自己的直接 ROAS（上線首週：UK 1.12、DE 0.45）還在爬坡、偏 acquisition；② 但它在轉換路徑的助攻（上面 ~9%）才是完整價值。只看直接 ROAS 會低估 DSP。UK 已領先 DE（UK 再行銷/顧客獲取 ROAS >1.4），DE 仍在優化期。

Read it two ways: (1) DSP's own first-week ROAS (UK 1.12 / DE 0.45) is still ramping and acquisition-heavy; (2) its path-assist (~9% above) is the fuller value. Judging DSP on direct ROAS alone understates it. UK is ahead of DE.