Reports have two distinct Product dimensions. They answer different questions, and a report that groups by both presents them on separate rows.

Dimension	Answers	Where the value comes from
Promoted Product	Which Product did we advertise?	The Product on the Ad, or a Product ID passed on the impression or click event. Carries the advertising metrics (impressions, clicks, spend).
Purchased Product	Which Product did the shopper actually buy?	The Product on the attributed purchase event. Carries the purchase detail — units and sales per Product bought.

The two are frequently different products.

Kevel attributes a purchase to an Ad using the Flight's match type: Same Product requires the exact Product to be bought, while Same Category and Brand, Same Brand, and Same Merchant credit the Ad when the shopper buys a related Product. A Same Brand campaign promoting one Product can therefore generate sales across many Products in that Brand, and each of those appears as its own Purchased Product.

How a Purchased Product report is shaped

Grouping by any Purchased Product dimension - product, category, brand, or merchant - also groups the report by Promoted Product. This is added for you, so every Purchased Product row shows the Ad activity it is attributed to.

The result is a report with two levels of row:

A totals row for each Promoted Product, with the Purchased Product column blank. This row carries all advertising metrics and the Promoted Product's total purchase performance
A Purchased Product row for each Product bought, with the per-Product purchase detail.

For a Sponsored Products Ad promoting Product A, set to Same Brand matching, where shoppers went on to buy both Product A and Product B from the same Brand:

Promoted Product	Purchased Product	Impressions	Clicks	Purchases	GMV	Purchased Line Items	Purchased GMV
Product A		292	3	110	10,500
Product A	Product A					60	2,500
Product A	Product B					50	8,000

The blank cells are intentional. An impression carries no purchase detail and a purchase event carries no impression, so each metric is presented at the level where it is meaningful rather than repeated down the report.

The two levels reconcile exactly:

Purchases on the totals row equals the sum of Purchased Line Items on the rows beneath it: 110 = 60 + 50.
GMV on the totals row equals the sum of Purchased GMV on the rows beneath it — $10,500 = $2,500 + $8,000.

Which metrics appear on which row

Row	Metrics
Totals row (Purchased Product blank)	Impressions, Clicks, CTR, CPC, Revenue, eCPM, Purchases, GMV, ROAS, CVR, Post-Click Purchases, Post-View Purchases, Same Product / Same Category / Same Brand Purchases, D1 / D7 / D14 / D30 Purchases, LTV Orders, LTV Sales, LTV ROAS
Purchased Product row	"Purchased Line Items" metrics and Purchased GMV

Common questions

Why does a row have sales data but no impressions or clicks?

That row is a Purchased Product row, and it reports what was bought rather than what was served. The impressions, clicks, and spend that earned those sales are on the totals row for the same Promoted Product, directly above it.

Why does a Product we never advertised appear as a Purchased Product?

Because the Flight matches on Same Category and Brand, Same Brand, or Same Merchant.

Under those match types a shopper who saw or clicked an Ad and then bought a related product generates an attributed sale, and that product is reported as the Purchased Product.

How do I see advertising metrics and purchase metrics on the same row?

Remove the Purchased Product dimension from the group-by.

Grouping by Ad, or by Promoted Product, returns impressions, clicks, spend, Purchases, GMV, and ROAS together on one row. For Sponsored Products, where each Ad promotes a single Product, grouping by Ad gives you per-Product performance in a single row.

Keep the Purchased Product dimension when the question is what did shoppers buy — for example, to see how much of a Brand campaign's revenue came from Products other than the one promoted.

Can I group by Purchased Product alone?

No, Promoted Product is always included alongside it, so that every attributed sale can be traced to the ad activity that earned it.

Why does adding up the purchases columns double my total?

Purchases and Purchased Line Items are the same sales counted at two levels. Purchases is the Promoted Product's total, on the totals row; Purchased Line Items breaks that same total down by Product bought. Use one or the other — adding them together double counts every sale. The same relationship holds between GMV and Purchased GMV.

Why do impressions add up to more than the Ad served?

An Ad promoting several products at the same time repeats its impressions. A Sponsored Brands Ad showing 3 Products and serving 1,000 impressions produces 3 rows, each showing 1,000 impressions, so that column sums to 3,000. The repetition is what lets you compare Products against each other; it means impressions, clicks, and spend should be read per row rather than added up. Group by Ad, Campaign, or Flight for totals that sum correctly.

Are unattributed purchases included?

No. Reports include attributed purchases only. See the Attribution FAQ for how attribution is determined, including lookback windows and the order in which match types are considered.