Imagine you've prepared a campaign to sell your products on Amazon , invested in and utilized social media, designed a great newsletter, and launched it. Now what? How can you measure the results to keep track of your business? Discover what Amazon Attribution and how it can help you take control of your business.
Index
What is Amazon Attribution and how can it benefit you?
First, Amazon Attribution is an analytics tool from Amazon . It's a completely free feature for sellers on the marketplace, allowing users who register their brand to easily evaluate the effectiveness of advertising campaigns outside of Amazon in increasing product sales and, in addition, earn cashback for each sale generated by these campaigns.
While promoting your products on Amazon Advertising , you can also use external channels such as external advertising campaigns, social media, and/or email , which are equally important and have a wide reach, and also play a key role in the buying process to your business's sales
To measure campaign performance , Amazon Attribution gathers data from external media channels you've used for your campaign. This feature is available in the United States, United Kingdom, Canada, Spain, France, Italy, and Germany.
As we mentioned, each sale generates cashback on the order amount, which is reflected in your Amazon balance in the form of discounts on the fees applied by the platform.
What features does Amazon Attribution have?
On one hand, Amazon Attribution provides information about marketing campaigns that run outside of Amazon, leading to product pages and Amazon Stores. Additionally, it tracks customer purchase activity on Amazon, that is, the entire process they complete step by step. We can divide it primarily into the three functions we'll see below.
Campaign measurement
Amazon Attribution provides users with reports. These include the information needed to analyze traffic metrics to your ad, measuring everything from page views to products added to the cart, including Amazon conversion metrics . Specifically, it collects the following data:
- Click-through rate (CTR)
- Impressions: number of times a product has been viewed
- Detail page views
- Number of purchases in each channel
- Each product added to the cart
- Total sales
Campaign optimization
Secondly, identifying your target audience leads to campaign improvement. How? You can focus your campaign on the channels that perform best by determining the effectiveness of the following elements of your campaign:
- Search ads
- Social media ads
- Display Ads
- Video ads
- Email marketing campaigns
You can add both the channels provided by Amazon Attribution (YouTube, TikTok, Google Ads…) and your own channels.
Campaign planning
Thirdly, if, as in the previous point, we have seen how and where customers respond best, we can adapt the business plan for the next Ads campaigns.
Furthermore, you'll gain a clearer view of both paid and organic traffic your product receives on Amazon. This will allow you to strengthen areas where you see weaker data and guide your target audience toward a final purchase. Additionally, organic traffic will improve your marketplace ranking.
The 4 main advantages
- It provides insights into the sales funnel: It sheds light on buyer conversion metrics throughout the purchase process, from new brand buyers to those who add items to their cart and complete a sale. This allows you to evaluate and adjust your brand awareness strategy.
- Measure performance: Access data on the real impact of sales. This way, you can find out which channels work best for your business and discontinue those that don't deliver results.
- It covers all types of devices: It gathers data from all conversions, whether from computers, laptops or mobile devices.
- Generate multidimensional and visual reports: In order to review campaign performance, you can extract the report you want depending on the information you need about the channel, campaign, keyword, material or product.
How to use Amazon Attribution
Follow the purchase process on Amazon
To begin, tracking options allow you to identify where buyers from outside Amazon are coming from, with links to product detail pages or the Amazon Store itself. This way, you can measure the effectiveness of your campaign in showcasing your product and generating conversions.
More strategic campaigns
Secondly, when you have a clear idea of the buying process, you can identify the strengths and weaknesses of your campaigns, take advantage of this to launch remarketing, cross-selling, or even design new products.
Get to know your customers better
Once you've implemented tags, you can gather information about your target audience based on social media posts linked to your Store and product pages.
Improve your investment
By monitoring traffic for brands and sellers, you can identify whether your marketing campaign needs to strengthen or reduce its presence on a specific channel. This allows you to understand the return on investment (ROI), enabling more comprehensive control over campaign spending.
Generates brand awareness
Likewise, using Amazon Attribution is key for brands whose catalog is only available on the marketplace, as this is their only way to gain online visibility. Leveraging this feature helps attract more buyers who trust the Amazon brand more than a third-party seller.
Measure your brand's traffic
To measure traffic, you need to use tags to customize the URL and thus measure clicks and conversions for each resource related to the Amazon product. Thanks to these tags, it's easier to analyze the results of each channel.
Amazon Attribution tags are key to viewing the results of each campaign on Amazon product pages. They allow you to access specific statistics to discover where your buyers are coming from.
For example:
- Ads Display
- Paid ads from external platforms like Google
- Blog posts
- Social media posts
- Organic searches
- Newsletters in email marketing
Instead of waiting for shoppers to find your products on Amazon, optimize your listings and start getting to know your target audience. More traffic means more sales, as long as it's well-targeted traffic from a clearly defined target audience.
In conclusion, having all the necessary data is key to optimizing and planning your digital strategies. Whether you're just starting out on Amazon or already have experience with campaigns, Amazon Attribution gives you a clear view of your strategy's results. Want to discover what works for your customers to benefit your brand? Take advantage of this tool's features and lead your brand to success.
At Azzgency, we are experts in Amazon Attribution campaigns and have our own tools for measuring their performance. Contact us for more information .
