Everyone knows that Amazon encourages sellers to bring external traffic to their product listing pages. However, most advertisers who run off-Amazon campaigns face a common and significant issue: how to measure the performance of those campaigns, including total sales. They have the data for when a customer clicks on the ad and reaches Amazon. But no one knows what happened after that. Did the customer purchase or leave? The launch of the Amazon Attribution program has answers to all such questions.
Amazon Attribution – The What, When & How?
What: Amazon Attribution Beta is a self-service, web-based program that helps you to measure your advertising performance across different media platforms off Amazon. This advertisement measuring solution allows advertisers to get a deep insight into how their off-Amazon traffic generation activities and marketing tactics are contributing to shopping activity. These insights can help advertisers optimize their media campaigns and grow their sales.
When: Just like every time, Amazon has once again silently rolled out this new feature in 2017. It is in beta version, and Amazon is constantly making updates in this program with time and feedback from sellers.
How: This program is invite-only; however, it is also available to the 1P vendors and brand-registered 3P sellers in the US, with limited availability in the UK. Sellers need to request access by submitting a form on their website. Enrollment is on a first-come, first-served basis. Click here to Sign Up.
Some more information on the program:
Amazon Attribution is a tool that helps you understand how your marketing efforts contribute to Amazon sales. To use Amazon Attribution, you must meet the following eligibility criteria:
The best thing about this program is that advertisers can finally track the traffic coming from off-Amazon sites like Facebook or Google back to Amazon to purchase. It brings together sales and shopping impact analysis across off-amazon promotion through social media, emails, search, and display ads. But how does Amazon track the customer's purchase journey? It is powered by a standard 1 x 1 image impression pixels on the advertisement that works as a tracker and tracks the impressions, clicks, and conversions. The pixels measure the impressions and clicks and then attribute the conversation to your campaigns.
Amazon attribution tracks the following metrics:
These metrics give advertisers a deep understanding of each stage of the customer journey, which helps them determine the activities that drive performance so that they can optimize campaigns to improve ROI and increase sales on Amazon.
Apart from these, there are two conversion metrics available:
According to Amazon, Amazon Attribution can attribute conversions for display, video and search for media purchased outside of Amazon. For display and video advertising, impression tracking is done through the 1 x 1 image impression pixel to impression events on the ad. Click tracking can be done by replacing an ad's original URL with a click redirect URL. For search advertising, Amazon generates a tracking template when you generate a pixel from a line item corresponding to a search publisher.
The insights into your advertising campaigns and the ability to track traffic and conversations from multiple sources allow the brands to measure the impact of their off-Amazon promotion efforts through the advertising console. For example, if you are using Google Adwords for promotion, the data stops when the customer reaches Amazon. However, with the Attribution program, the brands can measure and track a customer's shopping journey from an off-Amazon platform to Amazon. Once the data is reviewed, an optimal conversion path is identified, and future marketing strategies can be optimized to cater for an ideal customer journey.
With accurate conversion data in hand, brands can quickly identify the most efficient and effective advertisement platform to see the full picture and further optimize their campaigns to increase their ROI. At present, without Amazon Attribution, brands are not able to identify the true impact of their efforts, so obviously, there is little opportunity to scale the efforts. Without inaccurate data, assigning a budget and setting bids to a campaign is challenging, but accurate data can make all that a lot easier, which, in turn, increases ROI.
Effectively tracking and bringing interested traffic to your product detail page can help fill the market gaps and shorten the path of customers so that they can discover your product quickly. Because the traffic you are getting is already looking for your product, it will positively impact the organic ranking and conversion rates. This, in turn, increases your product visibility and also positively impacts your existing PPC campaigns.
The only tracking option available to professional sellers and vendors for measuring sales and performance data is through their Amazon Storefront. Despite being very useful and efficient, it has some major limitations, like not being able to aggregate sales by single ASINs. Amazon Attribution program gives them complete insight and allows them to track attribution back to a product detail page, making this program a much more robust option compared to Amazon stores.
Amazon provided a case study of a nutrition company named Premium Nutrition that increased its year-over-year sales by 322% by optimizing its attribution through Amazon Attribution. The insights they gained from analyzing the attribution included which type of publication performs better than others, what audience is more likely to convert and which media placement will provide greater returns. Using these insights, Premium Nutrition made strategic adjustments to its campaign to increase sales and improve ROI.
External traffic is essential for driving Amazon sales and building brand visibility. By directing potential customers to your Amazon product pages from external sources, you can differentiate your products from competitors and increase brand awareness. Additionally, leveraging external traffic can significantly boost your Amazon sales and establish a strong brand presence on the platform. Let's dig deeper into the importance of external traffic.
With more and more sellers jumping on the selling bandwagon, it becomes difficult for your product to stand out. Distinguishing your products from a pool of similar products becomes next to impossible, and you have to fight to get your products seen by customers. By driving external traffic, you are getting a competitive edge over your competitors. Your product will be seen first on its own.
A recognizable and strong brand can go a long way. While you advertise outside of Amazon, you can use beautiful creatives and build a brand voice that stays with the audience for a long time. More and more customers will see your brand, and this will increase brand awareness.
Nothing has been proven until now, but many sellers and Amazon SEO experts believe that Amazon rewards sellers who bring external traffic to their detail page. If we think practically, it might be possible. When you bring external traffic, you are helping Amazon increase its customer base, and this might help you build a strong relationship with Amazon.
Key Strategies for Driving External Traffic:
Amazon Attribution Measurement is a powerful tool that helps marketers track and measure the effectiveness of their advertising campaigns across various Amazon channels, including Amazon products and Amazon listings. By understanding how customers discover and interact with your products on Amazon, you can optimize your campaigns for better results. Let's walk you through the process of setting up Amazon Attribution, from creating an account to using the attribution tag.
Once you've successfully set up Amazon Attribution, it's essential to implement effective strategies for using social media posts along with Amazon Attribution to maximize the value of your data. This section will explore best practices for using Amazon Attribution to gain deeper insights into your Amazon marketing efforts and customers' behavior, optimize your campaigns, and ultimately drive sales. By following these guidelines, you can make data-driven decisions to improve your ROI on Amazon advertising.
To effectively utilize Amazon Attribution, it's crucial to grasp its key metrics:
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All in all, this is a great program, and it has opened up many opportunities for brands to get the insight needed to scale their marketing strategies and increase sales on Amazon. By introducing this program, Amazon has created an ad feature that no other ad platforms are offering. You can also leverage this program and get benefits for your off-amazon ad campaigns.
Amazon Attribution is a powerful tool that helps marketers track the customer journey on Amazon to understand how their advertising campaigns are driving sales. It provides insights into which marketing channels and tactics are most effective in influencing customer decisions. By attributing conversions to specific touchpoints, you can optimize your advertising strategies for better results.
Amazon Attribution is available to sellers and vendors who are actively advertising their products on Amazon. This includes those using sponsored products, sponsored brands, and other advertising channels.
Yes, Amazon Attribution is a free tool provided by Amazon. There are no additional costs associated with using it.
To set up Amazon Attribution, you'll need to create an account and link it to your advertising campaigns. Once linked, Attribution will start tracking customer interactions and attributing conversions to the appropriate touchpoints.
While Amazon Attribution is primarily designed to track conversions from Amazon advertising channels, it can also track conversions from other sources if those customers have previously interacted with your brand on Amazon. This includes organic search, direct traffic, and social media. However, its effectiveness in tracking conversions from non-Amazon sources may vary.