Understanding Amazon Attribution

With the new Amazon Attribution (Beta), sellers that are running campaigns outside of Amazon (Facebook, Instagram, Google Ads, etc.) can now track the performance of those campaigns in conjunction with their existing Amazon Advertising campaigns.

Up until now, if you were running Facebook ads or Google ads driving to your Amazon products to increase your sales, there was no way to track the success of those campaigns.  In other words, once the customers clicked on your ads and landed on Amazon’s website, whatever happened after that, specifically whether the customer completed the purchase or not, was unknown to you.

Thanks to the new Amazon Attribution option, sellers can now create custom attribution tags to track the performance of their ads and external campaigns running outside of Amazon.  The attribution information includes page views, purchase rate and sales, providing a much more comprehensive picture of how each external marketing channel is performing and contributing to the seller’s overall shopping activity on Amazon.

According to Amazon:

“Attribution tags are parameterized URLs that measure click-throughs and attribute conversions and sales of their products on Amazon.”

The video below, explains all the details of how Amazon Attribution will assist advertisers in capturing customers through various sales channels along their shopping journey.

The current Beta version of Amazon Attribution is only available for professional sellers enrolled in Amazon Brand Registry as well as vendors and agencies that advertise to sell products on Amazon.

Conclusion:

If you’re a current Brand Registered seller on Amazon, adding Amazon Attribution to your campaigns is a no-brainer.  If you’re not running external campaigns now due to the lack of information, that will no longer be the case.

With the new tags properly added to your external campaign ads, you will be able to understand which of your external digital marketing campaigns are performing best in driving new customers to your listings.  But even more critical, with the additional information, you will be able to modify your product listing page to optimize conversions and increase your overall ROAS.

As always, if you need any assistance with your digital marketing, our MGR Team will be happy to chat with you one-on-one.  Use this link to contact us and set up your free consultation.

Thank you for reading.  Until next time, this is Manuel Gil del Real (MGR).

Source and Images: Amazon Advertising