Jacked Factory optimizes their advertising and brand-building efforts using Amazon Attribution

Jacked Factory, a Canadian sports nutrition brand, has always strived to optimize their non-Amazon campaigns using metrics-driven insights to help increase their return on investment (ROI), brand-building efforts, and sales. Previously, they were restricted to analyzing the difference in sales before, during, and after non-Amazon campaigns, and had difficulty measuring campaign effectiveness.

In April 2021, they began using Amazon Attribution, which has become an integral part of Jacked Factory’s marketing operations. Now they can analyze unique insights and trends to help them determine how their marketing channels are performing and supporting their overall business goals.

Jacked Factory launched and began selling on Amazon in 2015. Seven years later, Amazon remains one of Jacked Factory’s top shopping destinations for their customers, having sold millions of sports performance products to date.

Over the years, the team at Jacked Factory has used Amazon Ads products (Sponsored Products, Sponsored Display, and Sponsored Brands) and brand shopping experiences (Stores and Posts) alongside their non-Amazon marketing channels (Google, Facebook, Instagram, email, and affiliates) to help drive brand awareness, increase sales, and build customer loyalty. Jacked Factory uses Amazon Attribution insights to help optimize their creative, placements, audiences, and landing pages for their non-Amazon advertising campaigns.

“With Amazon Attribution insights, we have been able to grow our business because we can easily understand which advertising strategies help us achieve our goals,” said Roland Penney, Head of Amazon Operations at Jacked Factory.

“It’s so easy to use, and the Amazon Attribution dashboard allows us to view any relevant metrics we need quickly. Good design means you don’t have to think about it, and the same applies for the Amazon Attribution dashboard,” Penney added.

As an experienced, insight-driven marketer, Penney shared three ways Amazon Attribution insights have helped Jacked Factory optimize their advertising and grow their business.

Jacked Factory was able to determine which non-Amazon channels were best suited for their different advertising goals using Amazon Attribution insights.

The insights showed that social media channels usually had higher conversion rates, indicating their customers had a higher purchase intent at this point of their shopping journey. Jacked Factory now uses these channels predominantly for lower-funnel marketing, with the overall objective to help increase sales. Display advertising, on the other hand, was best suited for their higher-funnel marketing campaigns where their focus was to drive brand and product awareness. Additionally, they were able to identify that while Amazon Ads helped drive awareness, consideration, and sales, it was the best-performing channel (compared to their non-Amazon channels) to help build customer loyalty for their brand.

The insights also helped Jacked Factory understand which channels perform best for each of their products. For example, one product saw 8x the return on one non-Amazon channel versus another.

Amazon Attribution insights have enabled Jacked Factory to have a more concise, insight-driven, multichannel advertising strategy based on what works best for their brand, products, and customers. They successfully adjusted the budget dedicated to their non-Amazon advertising after discovering what gives them the best ROI using Amazon Attribution.

Amazon Attribution insights helped Jacked Factory understand which audience tactics worked best for their advertising campaigns. For example, they found keeping their tactics broad when trying to define the audiences they want to encourage to visit their Amazon Store would result in greater engagement across their advertising campaigns.

Similarly, experimenting with different creatives and content—and measuring how these perform through Amazon Attribution—has helped Jacked Factory optimize how they communicate with their customers. For example, the team launched a series of emails to explore whether having a product offer at the top of an email versus the bottom performed better, as well as which types of offers usually lead to more sales. As a result, Jacked Factory has been able to better optimize their email campaigns.

Jacked Factory tested the effectiveness of different landing pages across two non–Amazon Ads campaigns to determine which approach would lead to the biggest increase in click-through rates, add-to-carts, and sales.

Using Amazon Attribution insights, they identified that using a Store landing page worked best when trying to reach audiences higher in the marketing funnel. By creating an immersive experience on their Store, Jacked Factory was then able to encourage shoppers to move down the funnel. This tactic resulted in their add-to-cart rate more than doubling.¹

“Being able to bring our brand to life in a way that resonated with our customers on our Store—and having dedicated subpages on specific products where we could highlight key features alongside an add-to-cart option—saw greater conversion rates compared to when customers were driven to a product listing,” Penney said.

Meanwhile, Jacked Factory found directing shoppers who were actively looking to make a purchase to a product detail page to be more effective. This helped Jacked Factory drive higher conversions and to build loyalty among existing customers.

As a result of these Amazon Attribution insights, Jacked Factory is able to understand the impact their Store brings to the shopper journey and continuously optimize it based on customers’ needs.

“Our Store allows us to connect with our customers from our brand’s perspective, and we use Amazon Attribution to determine the changes we need to make to it in order to have the right experience and messaging for our customers,” Penney said.