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Badger Sheets

Help for Badger Sheets, the free Amazon PPC bulk file audit at sheets.adbadger.com: getting your bulk file, reading your score and benchmarks, signing in, and what happens to your data.
Michael Erickson Facchin
By Michael Erickson Facchin
• 14 articles

What is Badger Sheets?

Badger Sheets is a free Amazon PPC audit that runs on the bulk file you export from Amazon Ads. You drop the file at https://sheets.adbadger.com and The Badger reads every campaign, ad group, keyword, product target and search term in it. What you get - A score out of 100 for the account, with the dollars The Badger thinks you can recover this checkup. - Findings ranked by how much money is behind each one: live targets burning spend with zero orders, products that are still advertised but not selling, winning search terms you have not moved to exact match, and more. - Your ACOS, ROAS, CTR and conversion rate benchmarked against other audited accounts in your spend tier. - A Search Terms tab built from your Sponsored Products search term report, including wasted spend and harvest candidates. - A saved history, so you can run the same account again next month and compare. How it works The first audit runs right in your browser. Nothing is uploaded to run it. When you want the full report, you enter your work email and The Badger sends you a sign-in link. There are no passwords. Once you are signed in, you can upload bulk files for more audits, add a Business Report for organic insights, and build a bulk sheet of new campaigns from what the audit found. The tools - The Bulk File Audit on the home page, https://sheets.adbadger.com. - The N-Gram Analyzer at https://sheets.adbadger.com/ngram, which groups your search terms into word patterns and shows which words never sell. - The in-browser audit at https://sheets.adbadger.com/local, for files up to 150 MB. It never uploads anything and needs no account. - The Bulk Campaign Builder, available once you are signed in, which turns audit findings into a ready-to-upload Sponsored Products bulk sheet. Badger Sheets and Ad Badger Badger Sheets is a checkup. It reads a file you export and tells you what it sees. Ad Badger is the always-on software that connects to your Amazon Ads account and works on it every day. If you find yourself running a Badger Sheets audit every month, Ad Badger does that work continuously. Current plans are on the pricing page at adbadger.com. Badger Sheets is made by Ad Badger in Austin, Texas.

Last updated on Sep 08, 2026

How do I download a bulk file from Amazon Ads for Badger Sheets?

Badger Sheets reads the bulk operations spreadsheet that Amazon Ads generates for your account. Here is how to get one. Steps 1. Sign in to Amazon Advertising and pick the account and marketplace you want audited. 2. Open Bulk operations from the left rail, or go to https://advertising.amazon.com/bulk-operations. 3. Choose the option to create or download a custom spreadsheet. 4. Pick a date range of 30 to 60 days. Shorter windows make the per-month figures jumpy, and longer ones make the file large. 5. Include every ad type you run. Sponsored Products, Sponsored Brands and Sponsored Display all come out in one workbook. 6. Tick the option that includes Sponsored Products search term data. It adds a Search Term Report tab, which is what the Search Terms tab and the N-Gram Analyzer read. Without it, the audit still runs but those parts stay empty. 7. Wait for Amazon to generate the file. It usually takes a few minutes, and longer for big accounts. Download the .xlsx when it is ready. 8. Drop the downloaded file at https://sheets.adbadger.com. Two things not to do Do not rename the file. Amazon puts the date range in the filename, and The Badger uses it to show your spend, sales and orders per month and to place you in the right spend tier. A renamed file still audits, but the report shows file totals instead. Do not open the file and save it again from Excel, Google Sheets or Numbers. A re-saved copy is not the same workbook and The Badger cannot read it. Drop the original download. Console language Amazon writes the bulk file in whatever language your Ad Console uses. The Badger reads English and Italian files. If your console is set to another language, switch it to English, download the file again, and drop that one.

Last updated on Sep 08, 2026

How do I sign in to Badger Sheets? There is no password.

Badger Sheets never sets a password. Your email address is your account. Signing in 1. Go to https://sheets.adbadger.com/login and enter your email. If you are unlocking a report for the first time, you enter it on the report itself instead. Both do the same thing. 2. The Badger emails you a link. The sender is The Badger, from notifications@sheets.adbadger.com. The subject is "Your Badger Sheets sign-in link", or "Confirm your Badger Sheets account" the first time an address is used. 3. Click the link. You land on a page that says "One Last Click." Click that button and you are in. That last click exists on purpose. Some email providers open every link in a message to scan it for safety, and that would use up a one-time sign-in link before you ever saw it. The extra click makes sure the link is spent by you. Signing up and signing in are the same flow. There is no separate registration form. The email has not arrived Give it a minute, then check your spam or junk folder and search for sheets.adbadger.com. If you asked for more than 3 links in 15 minutes, The Badger pauses for a moment and tells you so. The most recent link still works, so use that one. You can request a fresh link after a few minutes. The link says it did not work A sign-in link is good for about an hour and can be used once. If you see "That Link Didn't Work.", request a new one from https://sheets.adbadger.com/login. The link works on any device or browser, so you can open it on your phone even if you asked for it on your laptop. The sign-in button stays locked The sign-in form runs a bot check. If an ad blocker or privacy extension blocks it, the button stays disabled and the form tells you. Turn the extension off for this page, or try another network, then reload. Signing out Signing out on one device signs out only that device. Your other sessions stay signed in.

Last updated on Sep 08, 2026

What does my Badger Sheets score mean?

Your score is a number from 0 to 100. It is not a checklist of good practices. It measures how much of your spend is not working. The bands - 70 or above is Good. - 45 to 69 is Needs Work. - Anything below 45 is Critical. What goes into it The Badger adds up two kinds of inefficient spend and divides by your total spend for the file's date range: - Recoverable waste. Spend on keywords and product targets that are enabled, sit inside enabled campaigns, and produced zero orders in the window. This is the fastest and safest money to recover, and it is the figure shown as "Recoverable this checkup" next to your score. - Spend above your target ACOS. For each advertised product that made sales, the spend beyond what your target ACOS would allow. The target is 50 percent unless you set your own when you ran the audit or in your profile. That inefficient share is scaled onto the 100-point range. Roughly, removing 4 percent of inefficient spend moves the score about 6 points. The lowest score shown is 15, because a zero would read as broken rather than as room to improve. The findings under the score Every finding carries a dollar figure, and the list is ranked by dollars, not by count. Findings under 50 dollars are dropped as noise. Each finding is tagged Recoverable, Opportunity or Context, and its severity comes from its share of spend: 10 percent or more is critical, 3 percent or more is a warning, and the rest is context. The Recovery Forecast The Recovery Forecast is a separate, deliberately simple projection. It takes the Sponsored Products search terms that spent with no sales, assumes about half of that spend can be recovered and redeployed at your target ACOS, and shows the result per period and annualized. It is a back-of-envelope estimate, not a promise. Why the score can change between runs The score depends on the date range in the file, on your target ACOS, and on what was enabled at export time. A file covering a launch week and a file covering a quiet month will score differently for the same account. Compare like with like: the same window length, a month apart.

Last updated on Sep 08, 2026

How do the Badger Sheets benchmarks work?

The benchmark section compares four ratios, ACOS, ROAS, CTR and conversion rate, against other accounts that have run a Badger Sheets audit. Who you are compared with Accounts are grouped by monthly ad spend: - Small: under $1k a month. - Mid: $1k to $10k a month. - Large: $10k to $100k a month. - Enterprise: $100k a month and up. Monthly spend is the spend in your file scaled to a 30-day month using the date range in the filename, so a 60-day export and a 30-day export land in the same tier. Within a tier, The Badger first looks for accounts with the same product mix as yours: Sponsored Products only, Sponsored Products plus Sponsored Brands, or all three including Sponsored Display. If your tier and mix has at least 20 accounts, that is your comparison group. If not, it widens to your whole spend tier. If the tier is still too small, it compares you with all accounts in your currency, and the report says so. Why you might see "No benchmark yet" A benchmark is only shown when at least 20 accounts sit in the group. Below that, a percentile could describe a small enough set of accounts to identify one of them, so the report shows nothing rather than a number. The line under the section, for example "Pool: Small under 20 · Mid 49 · Large 34 · Enterprise under 20. You're in Large.", shows how big each tier's pool is right now. Benchmarks are in US dollars only. A file in another currency gets the full audit, but its ratios are not pooled and it is not compared against USD accounts. How to read the numbers p50 is the median peer: half of the group does better and half does worse. p25 to p75 is the middle half, the typical range. Lower ACOS is better. Higher ROAS, CTR and conversion rate are better. A check mark means you beat the median. What goes into the pool Only the four headline ratios and the spend tier. No campaign name, keyword, search term, ASIN, SKU, account identifier or email is ever part of a benchmark, and only accounts that verified their email are counted. Nothing in a benchmark can be traced back to a single account.

Last updated on Sep 08, 2026

Why couldn't The Badger read my bulk file?

Each message The Badger shows names a specific problem with the file. Here is what to do about each one. "The Badger Reads English. For Now." Amazon wrote the bulk file in the language your Ad Console uses, and The Badger reads English and Italian files. Your campaigns are fine. In Amazon Ads, open your account settings, switch the console language to English, download the bulk file again with the same date range, and drop the new one. "This File Has No Campaigns In It." The workbook opened, but there are no campaign rows inside. That usually means an empty export or a blank template rather than a real bulk download. In Bulk operations, request a fresh file for the last 30 to 60 days from an account that has campaigns. "No Spend In This Window." Every campaign in the file shows zero spend for the selected dates, so there is nothing to audit yet. Download the file again with a date range that has traffic. The last 30 days usually works. "The Badger couldn't read that file." The file is not the workbook Amazon produced. Drop the unedited .xlsx exactly as it was downloaded from the Ad Console. A CSV will not work, and neither will a copy that was opened and saved again by Excel, Google Sheets or Numbers. "That doesn't look like an .xlsx bulk file." The file has the wrong type. Badger Sheets reads the .xlsx bulk operations spreadsheet only. Reports exported from other places in Seller Central or Vendor Central are different files. "That File Is Too Large" Saved audits take files up to 60 MB and the in-browser audit up to 150 MB. See the file size article for what to do. A saved audit failed, or is stuck on Processing If a saved audit is still processing after 20 minutes, The Badger marks it failed on its own, within about 50 minutes at most, and emails you a message titled "Your Audit Needs Another Try." Nothing in your Amazon account is ever changed by an audit. Try the upload again. If the file is close to 60 MB, run it through the in-browser audit at https://sheets.adbadger.com/local instead, which has no hosted upload cap. Files that work but look incomplete - A file in a currency other than US dollars gets the full audit, but no benchmarks. - A file without a Sponsored Products search term report gets the full audit, but the Search Terms tab is empty. Re-export with search term data included. - Vendor Central bulk files audit the same way as Seller Central files.

Last updated on Sep 08, 2026

What happens to my bulk file and my data in Badger Sheets?

The short version: your bulk file is used to run your audit and show it back to you. It is not sold, not shared with other customers or with Amazon, and not used to train machine-learning models. The bulk file When you upload a bulk file for a saved audit, the file itself is deleted 30 days after the audit completes. The audit report, every finding and every figure, is stored separately and is not affected. Nothing reads the original file once the audit is done, so there is no reason to keep it. There is no way to download the original file back from Badger Sheets, so keep your own copy if you want one. Audits Audits are kept until you delete them, so you can compare an account over time. To delete one, open Your Audits at https://sheets.adbadger.com/audits and use Delete on that row. Deleting an audit removes the audit record and the underlying bulk file from storage. It is immediate and it is not recoverable. Closing your account You can close your account yourself from the bottom of the audits page. Type DELETE to confirm. Your account, your audits, your uploaded files and any generated bulk sheets are removed immediately and irrecoverably. The only thing that remains is a hashed sign-in security record, kept so a deleted account cannot be used to reset the sign-in rate limit. What never leaves your browser The in-browser audit at https://sheets.adbadger.com/local parses and audits your file on your own machine. The file is never uploaded and no result is transmitted. The free audit on the home page and the N-Gram Analyzer also parse the file in your browser. When you enter your email to unlock a full report, the report (not the file) is sent to Badger Sheets and held until you click your sign-in link. Until then it is keyed by a hash of your email rather than the address itself. Benchmarks Benchmarks use only headline ratios grouped into broad spend tiers, and only when at least 20 accounts are in a group. No campaign name, keyword, search term, ASIN, SKU or email is ever part of one. Where to read more The full privacy policy is at https://sheets.adbadger.com/privacy. For a data export, a deletion request, or a question about what is held, use the chat bubble on the site or email thebadger@adbadger.com.

Last updated on Sep 08, 2026

Why does my Badger Sheets report show spend and sales per month?

Amazon puts the date range of a bulk export in the filename. The Badger reads it and shows every volume in the report, spend, sales, orders, clicks and impressions, as a per-month figure. The raw total for the whole window is shown underneath each one. Why Spend tiers and benchmarks are monthly. Showing a 60-day total next to a monthly tier band left the reader doing the division in their head, and a 14-day export looked like a small account when it was not. Scaling everything to a 30-day month makes files of different lengths comparable and puts you in the right tier. A line at the top of the report says what was done, for example "60 days · volumes shown per month (÷ 2.0)" or "7 days · volumes shown per month (× 4.3)". What is not scaled Ratios never change. ACOS, ROAS, CTR, conversion rate and CPC are the same whether you look at the window or at a month, so they are shown as they are. Short windows A short export is scaled up. A 7-day file is multiplied by about 4.3, which is the true monthly run rate for that week but a noisy one. For a steadier read, export 30 to 60 days. "No date window in the filename, so volumes are file totals." You will see this line if the file was renamed, because the date range lives in Amazon's filename. The audit still runs, but the labels say Total Spend instead of Spend / mo, and the spend tier is taken from the raw totals. Drop the file under its original name to get per-month figures.

Last updated on Sep 08, 2026

What does the Search Terms tab in Badger Sheets include?

Everything on the Search Terms tab comes from the Sponsored Products search term report in your bulk file. What it shows - Wasted spend: search terms that spent with no sales, and their share of total search term spend. This is also the pool the Recovery Forecast is built from. - High-ACOS spend: terms that sold, but above your target. - Harvest candidates: search terms that are converting through auto, broad or phrase targeting but are not targeted on exact match anywhere in your Sponsored Products campaigns. Terms you already target as positive keywords or product targets are excluded. Terms coming from auto campaigns are labelled "(auto)". - Winners without protection: exact-match winners that have no negative exact keyword shielding them in neighbouring campaigns. Every section has a "How is this calculated?" note with the source, why it matters, and what to do. Sponsored Brands and Sponsored Display If your file also carries a Sponsored Brands search term report, The Badger reads it and shows it in its own block, marked as not included in the figures above. Sponsored Display search terms are not included. Terms you target in Sponsored Brands are not checked when building harvest candidates, so a term can appear as a candidate even though a Sponsored Brands campaign already targets it. "No Sponsored Products Search Term Report in this file." The bulk file was exported without search term data. The rest of the audit still runs. To fill this tab, go back to Bulk operations in Amazon Ads, tick the option that includes Sponsored Products search term data, download the file again, and drop it. The N-Gram Analyzer The N-Gram Analyzer at https://sheets.adbadger.com/ngram reads the same Sponsored Products search term report and breaks the terms into word patterns, so you can see which individual words drain spend without ever selling.

Last updated on Sep 08, 2026

How do I add a Business Report for organic insights in Badger Sheets?

The bulk file only knows about ad sales. To see total sales, organic sales and TACoS, add a Business Report from Seller Central. It is optional. Which report Detail Page Sales and Traffic by ASIN, from Seller Central under Reports and then Business Reports. A direct link: https://sellercentral.amazon.com/business-reports/#/report?id=102:DetailSalesTrafficByChildItem Export it as CSV or TSV. The file must be under 3.5 MB, so use a shorter date range if it is larger. Use the same date range as your bulk file. TACoS is only right when both files cover the same days. Where to add it - On the upload page, in the optional Business Report drop area under the bulk file. - From inside a finished report, with the "+ Add Business Report" button in the Organic Layer section. What it adds - TACoS: ad spend divided by total sales. - Total Sales, PPC Sales and Organic Sales for the products you advertise. - Organic Share: estimated non-ad sales divided by total sales for advertised ASINs, where non-ad sales are Business Report sales minus attributed PPC sales. The figures cover advertised ASINs only. Products in your catalog that have no ads are left out, so the organic numbers describe the products the audit is about rather than your whole store. Vendor Central The Business Report step is built around Seller Central's report. Vendor Central bulk files audit normally, but there is no equivalent organic layer for them at the moment.

Last updated on Sep 08, 2026

What is the Bulk Campaign Builder in Badger Sheets?

The Bulk Campaign Builder builds a Sponsored Products bulk sheet you can upload straight back into Amazon Ads. You need to be signed in, and it lives on each ad account's page. Where the rows come from Pick a completed audit and the builder seeds itself from it: the products it found, the keyword candidates worth promoting, and the negative keywords worth adding. The header tells you exactly what was seeded and from which audit. Everything is editable before you download. Bids are derived from your real cost per click when the audit has enough click history, and the screen says how many clicks it used. When there is not enough history, the builder uses The Badger's flat default bids and says so. What it generates - Campaigns, ad groups and product ads for Sponsored Products. - Auto targeting groups: close match, loose match, substitutes and complements. - Manual keyword targeting in exact, phrase and broad match. - Negative keywords. Every row is a Create operation. Bids are kept between $0.02 and $1000, because Amazon rejects anything outside that range at upload time. Seller Central and Vendor Central The builder detects your account type from the audit's product ads. Seller Central sheets use the SKU column and need both ASINs and SKUs. Vendor Central sheets use the ASIN column only. You can switch the setting if the detection is wrong. Downloading and uploading Use Preview Bulk Sheet to see every row, then Download Excel. Upload the file in Amazon Ads under Bulk operations, review Amazon's own preview of the changes, and submit. Each build is kept in the run history on the same page, where you can download it again later. Read the sheet before you upload it. The builder gives you a strong starting structure, but budgets, bids and names are yours to decide.

Last updated on Sep 08, 2026

What is the N-Gram Analyzer in Badger Sheets?

The N-Gram Analyzer at https://sheets.adbadger.com/ngram finds the words draining your ad spend. How it works Drop your Amazon Ads bulk file. The tool reads the Sponsored Products search term report inside it and splits every customer search term into word patterns: single words, pairs and triples. It then shows which patterns have spent money across many search terms without producing a sale. The wasted spend figure is the spend on search terms that never sold. It is counted once per search term, never added up across patterns, because one search term feeds several patterns and adding them would double count. The tool runs in your browser. The file is not uploaded and no account is needed to see the preview. Getting the full breakdown The preview shows the top patterns. To see every pattern plus your high-ACOS words, enter your work email and The Badger sends a one-click link to the full report. There is no password. The report is attached to your Badger Sheets account, so it is waiting for you in your audits. "No Search Terms In That File." The bulk file was exported without Sponsored Products search term data. Go back to Bulk operations in Amazon Ads, tick the option that includes search term data, download the file again, and drop it. Very large accounts If the tool says the account's data is too large to email, the full breakdown is still available in your browser through the in-browser audit at https://sheets.adbadger.com/local, where no email is needed.

Last updated on Sep 08, 2026

How long does a Badger Sheets audit take, and will I get an email?

Audits on the home page and in the in-browser audit These run in your browser and usually finish in seconds, a little longer for a large file. While The Badger works, the home page offers an optional card where you can add your name, your goal and your target ACOS, which sharpens the report. No email is sent for an in-browser audit, because the result is already on your screen. Saved audits When you are signed in and upload a bulk file, the audit runs on Badger Sheets servers. The page says "The Badger's On It." and updates on its own when the report is ready. This usually takes a few seconds. You can leave the page: The Badger emails you when it is done. The email is titled "Your Audit Is Ready." and comes from The Badger at notifications@sheets.adbadger.com. It shows your score and links to the report. If it takes too long If a saved audit is still processing after 20 minutes, something went wrong with that run. The Badger marks it failed automatically, within about 50 minutes at most, and emails you a message titled "Your Audit Needs Another Try." Nothing in your Amazon account is touched by an audit. Upload the file again, or run it through the in-browser audit at https://sheets.adbadger.com/local if it is close to the 60 MB limit. Your next checkup Bulk files go stale. A saved report shows the date The Badger recommends for your next audit, about a month after the upload, with a link to run it then.

Last updated on Sep 08, 2026