Amazon Attribution enables on-demand access to conversion reporting and allows advertisers to have a greater insight into how customers behave not only on the site, but also on non-Amazon advertising media such as search ads, social ads, display ads, and email marketing. Put simply, this amazing tool that is making advertiser’s job fairly simple– at no cost.
How is this possible?
Read on to find out.
What Is Amazon Attribution?
Gone are the days when selling on Amazon was limited to listing products and hope for the best. With time comes change and, as usual, the tech does not lose the opportunity to be at the forefront of cutting-edge technologies and resources to optimize its tools and launch new features.
Currently, Amazon Attribution is only available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies. Amazon Attribution was launched in Beta in late August of 2018 and aims to provide advertisers with the best data and experience.
This tool is able to track social paid traffic and parameter on ads that can later convert on Amazon.
You may be wondering “Why would I send off-platform traffic to Amazon and not to my own site?
Simple. There’s a higher conversion rate on Amazon due to its outstanding and loyal customer base. Before Amazon Attribution was released, it wasn’t easy to quantify a shopper’s journey through the web.
The Attribution pixel allows you to gauge the impact of search, display and video channels by using actual data on how shoppers search for and find products, and what they end up purchasing.
With this data, you can better see how your sales are affected by offsite channels and optimize your campaigns appropriately.
The Amazon Attribution Basics
Amazon has put a lot into its new advertising push, and they want the world to know that their ads get you more sales than any other channel. This is a response, it seems, to how Amazon sellers have been changing tactics to boost conversions.
Amazon sellers have been trying out offsite channels since the competition on the marketplace has become too fierce for many – mostly smaller brands. To get hits and sales, rather than trying to get rankings on Amazon, they avoid competing with other advertisers and seek outside traffic instead.
As mentioned previously, this tool allows advertisers to gain insight into sales triggers through a comprehensive view of different marketing strategies and how they perform, as well as conversion metrics.
Amazon Attribution is great for:
1. Measuring the effectiveness of a particular offsite advertising channel on Amazon sales,
2. Using on-demand attribution reporting to base in-flight optimization,
3. Reviewing Amazon audience insights and offsite channel performance to further plan marketing strategies, and
4. Using metrics on detail page views, add to carts, sales, and purchase rate to tweak strategies.
This way, there can be no doubt about which channels are really bringing in solid numbers. Amazon hopes that it will be an encouragement to sellers and advertisers to come back and continue advertising on the Amazon platform, and to sell through Amazon rather than on other channels such as an independent site, or social media.
Amazon Attribution Case Studies
An early case study shows a stunning 322% year-over-year growth for one brand that tested the tool in late 2017. Advertiser Exverus Media, which managed the brand studied, commented that they were interested in testing Amazon Attribution because of Amazon’s standing as an eCommerce marketplace. The “opportunity to help drive efficiency” certainly panned out in this case:
“We were interested in Amazon Attribution due to the importance of Amazon as an e-commerce channel. Premier Protein has dedicated resources to growing its business on Amazon. The ability to receive ROI metrics for Premier Protein’s digital media campaigns felt like a great opportunity to help drive efficiency. We are excited to gain more insights from Amazon Attribution, which we’ll use to help decide where to invest our media budgets. We are able to justify media investments like never before – we want to start using Amazon Attribution across all media plans for brands that sell their products on Amazon!” – Jeremy Lopez, Media Supervisor at Exverus Media
Amazon Attribution Updates
In 2019, Amazon Attribution was unveiled – in limited availability – to vendors in the UK. Now both US and UK vendors can now sign up for access through https://advertising.amazon.com/amazon-attribution by filling out this sign-up form.
Social Ad Measurement
This is a click-based solution that enables brands to:
- measure the impact of their social media ad campaigns based on how consumers discover, research, and buy their products on Amazon.
- provide shopping impact analysis across search, social, email, display, and video media.
Bulk Operations for Google Ads
This feature lets brands automatically generate up to 100,000 attribution tags by uploading a single file with campaign information and then download a file containing all of their attribution tags for easy implementation. This process limits the time required to set up Google Ads campaigns.
Amazon Attribution Bulk Line Item Creator
According to Tinuiti.com, this feature enables advertisers to track on Amazon Attribution data down to the keyword level.
How to Register Your Advertisers Amazon Attribution Console
- Log into your Seller Central account.
- Visit sellercentral.amazon.com/attribution.
- Click “Register”.
- This will trigger an email invitation to your account.
- You will receive an email from DSP Support. If you don’t receive the email, check your Spam folder or resend your invitation.
- Click “Accept invite & sign in” to log into the Amazon Attribution console.
- If you’d like to invite additional brand and agency partners to assist you in setting up campaigns and analyzing reporting, go to the “User management” page under “Manage in the top navigation bar.
How to Get Started with Amazon Attribution
Once you’ve signed in to Seller Central and register, follow these steps:
- Sign in.
- Add the products that you want to use to measure conversions.
- Generate tags for each of your marketing strategies.
- Implement tags across your search ads, social ads, display ads, video ads, and email marketing.
And you’re all set!
Using Amazon Attribution
For video and display tracking, you need to add the 1×1 image Attribution pixel to impressions events on your ad and use the click redirect URL as the destination URL. For search tracking, use the generated tracking template to get the pixels that correspond to each search publisher. Attribution will then begin tracking from origin to Amazon checkout.
Once data has been gathered, you can then access Amazon Attribution reports via the advertising console. (Advertisers can also access Amazon Advertising media reports through the Amazon demand-side platform.) It’s a UI-based program with no API in Beta, but this may follow once it’s officially launched.
When you get to your sales reports, you can see your overall sales numbers and the specifics of sales made on Amazon.
This includes conversions per ASIN based on your selection (Promoted) as well as other related ASINs (Total).
Benefits of Amazon Attribution
The best thing about Amazon Attribution for sellers is the ability to compare the performance of an Amazon listing versus a product page on their independent store. With this data, there can be no more doubt about which generates more sales, converts better, and has a better ROI.
The key here is proper attribution – which channel exactly is responsible for which sale. Advertising channels are always trying to claim credit for conversions to boast that they are the best, and now sellers have a tool that can show them what Amazon is actually doing for them – just like Google has with their highly developed Analytics platform.
Amazon Attribution uses the standard image impression pixels to track clicks and redirects to trace the path from offsite ad to Amazon checkout.
This gives you a count of all the sales made which originated from and have gone through different media channels and campaigns. The point of the tool is to be able to track advertising that originates outside of Amazon but that ends up in a sale made on Amazon.
Conversion Metrics Analyzed by Amazon Attribution (A-I)
These metrics, available on Amazon Attribution Beta Help Center, will give you insight into:
Add to cart (ATC)- Number of times a promoted product is added to a customer’s cart after a click of an associated ad.
Add to cart views (ATC views) – Number of times a promoted product is added to a customer’s cart after a view of an associated ad.
Click redirect – The redirect URL that customers implement on their ads to measure click-throughs and attribute conversions and sales of their products on Amazon.
Click-through destination – Determines where the creative links to on a click-through.
Click-through rate – The number of click-throughs relative to the number of impressions.
Cumulative reach – The number of unique users exposed to an ad from campaign start.
Detail page views – clicks (DPV clicks)- The number of views of the promoted product’s detail pages on Amazon after a click of an associated ad.
Detail page view – rate (DPVR) -The number of detail page views relative to the number of impressions.
Detail page views – views (DPV views) – The number of views of the promoted product’s detail pages on Amazon after a view of an associated ad.
Impression pixel – The 1×1 image code customers can implement on their ads to measure impressions and attribute conversions and sales of their products on Amazon.
(Campaign) Impressions – The number of times an advertisement was displayed.
Conversion Metrics Analyzed by Amazon Attribution (L-T)
Line item – The ad format, media, budget, flight, targeting, and fee settings used to distribute advertising.
Total sales – The total sales (in local currency) of promoted ASINs and ASINs from the same brands as promoted ASINs purchased by customers on Amazon after a click of an associated ad.
Purchase rate – The number of purchases relative to the number of impressions.
Purchase clicks – The number of times any amount of a promoted product or products are included in a purchase event after a click of an associated ad.
Purchases views – The number of purchases attributed to ad impressions.
Total purchase rate clicks – The number of purchases for promoted and brand halo products after a click of an associated ad, per every measured click. For example, a Total purchase rate clicks of 0.4 would mean that every click measured on your ads, on average, equates to 0.4 promoted or brand halo purchases.
Total Add to Cart rate – The number of Add to Carts for promoted and brand halo products relative to the number of impressions after a view or click of an associated ad.
Total Add to Cart rate clicks – The number of Add to Carts for promoted and brand halo products after a click of an associated ad, per every measured click. For example, a Total ATCR clicks of 1.25 would mean that every click measured on your ads, on average, equates to 1.25 promoted or brand halo Add to Carts.
For more metrics, click here (sign in required).
The devil is in the details, as they say, and the details that Amazon Attribution can provide are a big factor in determining the best marketing channels and strategies for a particular brand.
In broad terms, Amazon Attribution will help you to increase your sales rapidly by reaching customers off-Amazon and redirecting them to your Amazon Product Detail page or your Storefront.
On top of that, you will be able to quantify your conversion rate accurately by knowing from which external channels your customers are coming to your Amazon page. This is great for planning new and more effective advertising campaigns.
Targeting potential customers and measuring their behavior across channels is a luxury that you cannot afford to miss out on.
And although it has not yet been confirmed, driving external traffic to Amazon may lead to gaining a privileged position, which translates into more visibility and, at best, winning the much-coveted Buy Box.
Optimization is the key to conversion, after all, and access to detailed trends is the only way to truly optimize any advertising campaign.