How Amazon Attribution helps Finch “make the right decisions quickly”

October 17, 2022 | By Gabriella Kursman, Sr. Marketing Manager

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Measuring attribution on non-Amazon marketing channels helps advertisers discover how different touchpoints contribute to the customer shopping journey. This is where Amazon Attribution comes in. “Amazon Attribution helps us extend our funnels in order to help grow revenue for our clients,” says Onur Özkan, the Global Director of Amazon at Finch. Using digital advertising analytics and insights, advertisers can optimize and plan their digital strategy based on what they know resonates with their customers and drives value for their brand in the Amazon store.

We sat down with Özkan to discuss how Amazon Attribution has helped shape Finch’s advertising strategy with Amazon Ads and non­Amazon Ads marketing channels across their client portfolio.

Onur Özkan, the Global Director of Amazon at Finch

Onur Özkan, Global Director of Amazon at Finch

Can you share how Finch uses Amazon Attribution to measure brands’ non-Amazon advertising campaigns?

We work with different advertising channels beyond Amazon Ads, such as social, non-­Amazon DSP’s, and search engines. In the past, one difficulty was understanding the impact and efficiency of non-Amazon channels on a brand’s sales in the Amazon store. While the impact of only one external channel on sales in the Amazon store might be not too difficult to be identified, things get complicated when working with multiple campaigns or channels, which is encouraged for brands.

Therefore, Amazon Attribution has been a great relief for us since we’re now able not only to run more efficient Amazon Ads campaigns but also measure growth across various non-Amazon advertising channels. At Finch, our main objective is to help companies grow their business by providing services for multiple channels. Amazon Attribution is valuable for us because it provides us the opportunity of connecting different channels’ impact in the Amazon store holistically, including insights such as product detail page views, purchases, and return on ad spend (ROAS).

How have Amazon Attribution insights helped you drive greater performance for your clients?

Amazon Attribution insights have especially helped us understand audience patterns from customers reached outside of Amazon. In the past, when it was difficult to directly measure the impact of an external campaign on sales in the Amazon store, sellers and vendors were challenged to find opportunities to scale revenue due to a lack of deep insights. Being able to identify efficient campaigns now helps us and our clients to make the right decisions quickly.

Amazon Attribution has not only been helpful in finding new, high-quality traffic sources, but is also helping our clients drive growth by introducing new audiences to their products in the Amazon store. Especially for clients without a long history of advertising on Amazon, Amazon Attribution helps brands understand how they can help grow their presence in the store and build out more informative product detail pages for customers, which we’ve also seen can lead to a positive impact on the performance of a brand’s Sponsored Products campaigns. For example, we’ve seen positive long-term effects on traffic and advertising cost of sales (ACOS), and have been able to identify new keywords from other channels in order to improve our manual Sponsored Products keyword campaigns. Now with Amazon Attribution, we can both understand what audiences are engaging with across different channels, and analyze the impact of each campaign on sales in the Amazon store.

How has Amazon Attribution influenced your strategy across channels and throughout the shopping journey?

The classic pay-per-click (PPC) strategy for many advertisers, agencies, sellers, and vendors is based on a logical advertising foundation. For example, with Amazon Ads we already have campaign types that target different stages of the marketing funnel. We focus not only on Sponsored Products campaigns, but also Sponsored Brands and Sponsored Display campaigns, which can help reach audiences who might have shown an interest in a brand or particular product but haven’t been actively engaged.

Amazon Attribution helps us extend our funnels in order to help grow revenue for our clients. After making sure that our Amazon Ads campaigns are set up based on our best practices, we make sure to understand which other channels our clients are using. In order to engage with potential audiences with a higher chance of purchasing, we start with pull channels, such as different search engines. This is because audiences have already shown interest in our products. With this, we are able to connect with relevant audiences and run efficient campaigns based on our clients’ values and goals. As a second step, we include channels where we’re able to reach audiences who are likely to be interested in our products.

Lastly, the influence of Amazon Attribution on our strategy is not limited to paid channels, but also organic channels such as content, influencer, or email marketing. For example, we’ve seen email campaigns are more efficient as there hasn’t been the possibility to measure those types of campaigns in the past. Now, we are not only able to compare campaigns order values, but also detail page views and add to carts and further optimize ad creatives and other factors that have an impact on the success of a campaign.

Can you share any trends you’ve observed across clients when using Amazon Attribution measurement? Anything industry-specific or channel-specific?

After implementing Amazon Attribution, we are able to quickly identify cost-efficient traffic sources across non-Amazon marketing channels. We’ve learned there are audiences who are more likely to purchase and behave similarly to those looking for products directly in the Amazon store. Therefore, we are confident about reaching potential audiences on external channels- that perform similar to Sponsored Products audiences. This has helped our clients leverage the amount of qualitative traffic, which wouldn’t be possible if an account already reaches high percentages of impression shares. It is interesting to see that we’re observing this pattern throughout different industries.

Another interesting observation is the performance of social channels. In most cases, we have been able to better understand our relevant audiences and extend our reach, even those who haven’t actively shown interest in a brand or product. Compared to search channels, this approach takes a long-term strategy. Especially for our clients in the lifestyle industry, we’ve seen this strategy can be profitable. Overall, with Amazon Attribution we can work out audience-first strategies and reach different goals—whether it is sales, consideration, or brand awareness.

Finch is an online retail growth platform that helps brands manage their online retail growth through purpose-built software and the digitization of domain expertise—without the need for agencies or in-house teams. Finch’s software helps brands define their business goals, track and communicate on progress, automate optimal spend across channels, continuously and automatically optimize campaigns, and more.

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