Flipkart Ads has four reports that matter for optimisation: the search term report (which queries triggered your ads), the FSN report (which products earned the spend), the placement performance report (where the ads showed) and the seller-level report (the account total). This guide says what each one shows, the metric to sort by, and the action that follows.
Blooprint's Flipkart ads guide covers campaign setup. This page assumes campaigns are running and you are staring at the Reports tab. The table below is the map.
| Report | One row per | Question it answers | Sort by |
|---|---|---|---|
| Search term | Customer query x campaign | Which searches spend money, and which of them convert? | Spend, then ROI |
| FSN (attributed and consolidated) | Product | Which products earn their ads and which only cost? | Spend, then ROI |
| Placement performance | Placement x campaign | Is top of search worth its premium over product page and browse? | CPC and ROI |
| Seller-level | Account per day | What did ads cost and return overall, and is it trending? | Date |
| Campaign | Campaign | Which campaigns are pacing, stalled or over budget? | Budget used |
| Keyword | Keyword x campaign | Which bids to raise or cut in CPC campaigns? | Clicks, then ROI |
DataChannel's connector documentation lists the FSN report in two forms, PLA Attributed FSN and PLA Consolidated FSN. Attributed shows sales credited to a specific ad; consolidated adds the FSN's total sales so you can see the ad's share of the product's business.
This is the report to open first every week. It lists the actual queries customers typed before clicking your ad, for both automatic and keyword campaigns, with impressions, clicks, spend, orders, revenue and ROI per term.
Read it in two passes. First sort by spend descending and mark every term with meaningful spend and zero or near-zero orders; those become negative keywords, which Flipkart accepts up to 200 per campaign as exact or phrase, according to paxcom and harshitmaggo. Second, sort by orders descending and look for terms that are converting inside an automatic campaign but are not yet keywords in a CPC campaign; those get their own exact-match keyword with a bid you control.
Two cautions. A term with ten clicks and no orders is not proof of anything; wait for 30 to 50 clicks before cutting. And the report is attributed, so a term that drove an add-to-cart yesterday may show the order tomorrow.
The FSN report answers the question sellers most often get wrong: not 'is this campaign good' but 'is this product worth advertising at all'. A campaign with a healthy ROI of 6 can hide one FSN at 15 and three at 1.5.
Sort by spend, then look at ROI against your break-even. Flipkart's ROI is revenue divided by spend, so break-even ROI is one divided by your margin before ads: at a 25% margin, break-even ROI is 4. FSNs below break-even with enough clicks to judge (50 or more) get their bids cut or their ads paused, and the money moves to FSNs above it. FSNs with high ROI and low spend are the ones to give more budget, because they are being starved.
Cross-check with stock. A high-ROI FSN with ten days of cover at FBF should not have its budget doubled.
Flipkart PLA campaigns can bid differently per placement: search top slot, search page, browse top slot, browse page, home page and product page. The placement report shows spend, CPC, orders and ROI for each, per campaign.
The usual finding is that the top-of-search slot has the most clicks and the highest CPC, and the product page slot has a lower CPC and a similar or better conversion rate, because the shopper is already comparing. If product page ROI is double top of search, move the multiplier up on product page and down on search top. Do the opposite for a new listing that needs visibility more than efficiency.
During sale events, top-of-search premiums grow; the placement report is how you find out whether the premium paid off.
The seller-level report is the daily total: spend, revenue, ROI, clicks, impressions. Plot it weekly, and use it to see whether a change (a new campaign, a bid cut, a sale) moved the account or only moved money between campaigns. The campaign report shows budget used against daily budget; campaigns that use 100% by afternoon are underfunded or over-bid, and campaigns that use 20% are being outbid or have listing problems.
Every action above is a filter over a report: spend high and ROI low, orders high and keyword missing, placement ROI gap. BlooprintAI pulls the Flipkart reports daily through the Ads API and keeps search-term, FSN, placement and campaign views in one dashboard with filters and an Excel export. Negatives, bids, budgets and placement multipliers are then changed in bulk from the same screen, with a summary before they apply and a log afterwards.
The Flipkart and Shopsy workflow in BlooprintAI: bulk campaign creation, placement bids, keyword control and reports the seller dashboard does not give you.
Learn more →Enter ad revenue and ad spend to get Flipkart ROI, the matching ACoS and ROAS, and the ROI you need to break even at your margin.
Learn more →The checklist when the reports show near-zero impressions or spend.
Learn more →The search term report, sorted by spend. It shows the queries that spent money without orders, which become negative keywords, and the queries converting in automatic campaigns that deserve their own exact keyword and bid.
Attributed shows sales credited to your ads for each FSN. Consolidated adds the FSN's total sales, so you can see how much of a product's business the ads drive. DataChannel's connector docs list both as PLA reports.
Agency guides report roughly three refreshes a day. Attributed sales arrive later than clicks and spend, so the ROI for the most recent day or two is always understated.
In the Ads panel, open Reports, choose the search term report, set the date range and campaign, and download. The same data is available through Flipkart's Ads API, which is how BlooprintAI pulls it daily.
Your break-even ROI, which is one divided by your margin before ads. At a 25% margin that is 4. FSNs below it with 50 or more clicks get bids cut or ads paused; FSNs well above it with low spend get more budget.
The placement report is built around PLA placements. PCA reporting is at campaign and creative level, with impressions, clicks and attributed sales rather than search-slot detail.
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