With $22.5 Billion in sales and over 10 percent of the US digital ad market in 2020, Amazon Advertising is rapidly becoming one of the leading go-to solutions for enterprise businesses of all sizes. While Amazon’s releasing new developments virtually every week, Amazon Attribution remains one of the most reliable and effective tools for gaining insight into the efficacy of all your online campaigns.
It’s not hard to see why Amazon’s advertising suite is commanding so much attention.. It’s innovative, highly scalable and adaptive—and above all, effective. As early as 2015, data from Kantar/Millward Brown Digital found that the average Amazon conversion rate from paid advertising was as high as 13 percent, reaching all the way up to 74 percent for Prime customers. But measuring the success of your off site from Amazon campaigns isn’t just time-consuming. Without the right metrics and the most up-to-date solutions in place, it can be virtually impossible.
Amazon launched their Attribution measurement tool in 2018 to help sellers manage off site traffic and reporting. While currently in beta, Attribution was reportedly responsible for quarterly sales growth of up to 83 percent for some brands. And it can save countless hours of second guessing in managing the efficacy of your paid campaigns.
What is Amazon Attribution?
Amazon Attribution is an analytics solution allowing you a direct understanding of how external channels are impacting your performance on Amazon. Designed for active sellers, Amazon Attribution measures email, search, social, video and display activity from off site sources for a keen insight into the factors affecting your bottom line. Paid ad campaigns may be effective. But they’re becoming increasingly more costly on Amazon, with some recent estimates indicating an increase of over 50 percent. Any effective strategy needs to weigh RoAS from all sources—and for many sellers, relying strictly on Amazon is no longer enough. Profitable campaigns demand actionable metrics backed by verifiable insight. That’s precisely what Amazon Attribution offers. With comprehensive on-demand reporting, sellers and brands can see exactly what channels are contributing to their success and help refine their campaigns for much better conversions.
But not everyone is eligible for Attribution. Amazon Attribution is currently only available in North America, the UK and the EU. To qualify, sellers must be an active US Amazon vendor with an up-to-date vendor code or a professional seller or business currently registered through Amazon Brand Registry.
What Are the Key Benefits of Amazon Attribution?
Customizable tracking for specific campaign metrics, including Google AdWords, social and display ads.
Measurement at every stage of your funnel, from awareness to purchase.
Accessibility through both self-service consoles and Amazon API developer tools.
Increasing sales velocity and search rankings on Amazon through engagement measurement.
Detailed analysis of click-throughs, impressions, page views, purchase rates, total sales and Add to Cart results from virtually any paid advertising channel, including rich media and social media campaigns.
Accurate audience segment data for campaign planning strategies.
Increasing customer engagement through DSP retargeting.
Product launch support and measurement during product launches and A/B tests.
Comprehensive understanding and optimization of your current and future ROI.
How to Use Amazon Attribution
Amazon Attribution is a free service requiring registration either through Seller Central or a vendor form. Requests are reviewed regularly, with the average turnaround time for approval being two weeks.
You can select campaigns by creating a tag to track the history of each product search in a channel. This will generate a unique slug within an Amazon URL. By pasting the URL in a separate campaign monitoring dashboard, data can be generated for periods from the last 30 - 90 days. To create a tag:
Sign into Attribution.
Choose the campaign you’d like to monitor.
Click “New order.”
If creating a tag for a Google, Facebook or Instagram ad, click “Upload file to create order and tags.” For other campaigns, click “Manually create order and tags.”
Add your product listings.
Scroll down to “Order settings” to name your Attribution tag or create an external ID for multiple tags.
Click “Continue to line items” and choose from the list of advertising platforms.
Add your Attribution tag URL to each platform.
Amazon Attribution now supports bulk Facebook ads by automatically generating up to 8,500 separate tags. They’ve also optimized social measurement capabilities by allowing sellers to tag mobile ad clicks separately in Facebook and Instagram during the past 14 days, allowing direct comparison of click-through rates between the Amazon Shopping app and Facebook’s mobile app.
Understand Your Customers Before You Understand Your Campaign
Few can deny that digital commerce is by and large an Amazon-centric medium. Amazon isn’t just a success story. They themselves have become a standard of measurement. Success on Amazon ultimately means your success in eCommerce.
But Amazon’s strength is the same as any business: their customers. And those same customers come from any source. Without a thorough understanding of when, who and what is driving your traffic on Amazon, you can’t have a thorough understanding of your campaign. Amazon Attribution gives you the means to measure all three with on-demand reporting customizable to fit any-sized business. It’s not a question of “why?” It’s a question of “what’s next?”
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