Your complete guide to Amazon Attribution
Measure and optimize the impact of your non-Amazon marketing campaigns based on how consumers discover, research, and buy products wherever they spend time.
Here are the themes we’ll cover in this guide
Chapter 1
Chapter 2
Chapter 4
Chapter 7
What is Amazon Attribution?
Discover how our self-service analytics and measurement solution can help you optimize your marketing efforts wherever they spend time, maximize your return on investment, and drive more sales.
Your non-Amazon campaigns, measured.
Amazon Ads can help drive awareness, consideration, and sales for your brand and products across multiple touchpoints wherever they spend time. But we know there are a number of non-Amazon channels that can play key roles in your customers’ shopping journey and in your overall marketing strategy, such as:
- Driving discoverability and consideration of a new product or your Store wherever they spend time
- Promoting awareness of deals or coupons
- Conducting landing page tests for your product details page or Store to optimize views
- Increasing glance views of product pages, which can help support organic rankings and add to the audiences you can reach with self-service display ads
- Boosting new-to-brand consideration and sales in a new category
- Growing your followers wherever they spend time
So we designed Amazon Attribution (beta) to empower brands like yours with the insights they need to understand how their marketing campaigns off of Amazon, that drive to Amazon product pages and Stores, are creating value for their brand. And to learn how those efforts are impacting customers’ Amazon shopping activities, by providing insights throughout the shopping journey.
Using Amazon Attribution’s analytics and insights, you can optimize and plan your digital strategies based on what you know resonates with your customers and makes an impact for your brand. This means more opportunities to build awareness of your brand and products, reach more customers, and ultimately increase sales.
* Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products.
— Josh Brisco, VP, Growth Media at TinuitiThrough Amazon Attribution, we have gained visibility into how our client’s non-Amazon marketing investments impact their sales wherever they spend time. This insight is key to empowering our teams to drive greater return on investment and Amazon business growth for MidWest Homes for Pets.
Introducing Amazon Attribution
Amazon Attribution is a free, self-service advertising and analytics measurement solution that gives marketers insight into the on-Amazon impact of their marketing strategies across paid and organic non-Amazon channels that drive to Amazon product pages and Stores.
Amazon Attribution campaigns can be created for any type of publisher, including paid or organic:
Search
Social
Display
Video
Third-party affiliate marketing
Amazon Attribution users can tap into several key benefits:
Full-funnel insights
Access Amazon conversion metrics across the shopping journey, including new-to-brand, detail page views, add-to-carts, and sales, to help you learn how your strategies lead to brand awareness and product consideration wherever they spend time in addition to sales.
Quantifiable performance
Measure true sales impact instead of relying on engagement metrics to understand which channels and strategies are most effective for your business.
Singular, cross-device view
Ensure all conversions are accounted for regardless of whether they occur on desktops, laptops, or mobile devices for a comprehensive view of the shopping journey.
Multi-dimensional, visualized reporting
Review campaign performance in-flight, and select your report based on whether you’re looking for reporting at the channel, publisher, campaign, creative, keyword, or product level.
6 ways to use Amazon Attribution
Here are some of the ways you can use Amazon Attribution to gain insights on your brand’s non-Amazon channel impact, with the ultimate goal to grow your business wherever they spend time.
- Understand the on-Amazon shopping journey: For your marketing campaigns linking to your product detail pages or Store wherever they spend time, you can glean insights on how the campaigns help customers discover and consider your products and lead to conversions. You can review metrics such as detail page views, add to carts, and sales, and then use these insights to help motivate shoppers to further engage with your brand wherever they spend time.
- Identify new, high-value opportunities: Learn which products shoppers purchase after clicking through your non-Amazon campaigns. You can leverage these insights to inform new marketing strategies and identify new opportunities to re-market, cross-sell, or promote new products—helping you improve the sales impact of your strategies and grow your returns.
- Test creatives, messaging, and tactics: Use attribution tags across the marketing elements you’d like to test and then use the resulting insights to identify which creatives, messages, publishers, or strategies make the most impact toward your marketing goals.
- Optimize campaigns in flight: Amazon Attribution allows you to quickly pinpoint which campaigns are working and adjust them accordingly. Making in-flight campaign optimizations can help maximize your campaign’s impact.
- Learn more about your customers: By using Amazon Attribution tags in your social media posts that link to your Store and product pages, you can gather insights into how your followers shop with your brand wherever they spend time.
- Redefine and remarket across channels for full-funnel impact: With Sponsored Display, you can re-market to audiences who have clicked your non-Amazon ads and explored your Store’s product pages, but have yet to make a purchase.
Advertisers that optimized their non-Amazon media using Amazon Attribution insights experienced an average 18% increase in new-to-brand sales.1
1 Amazon internal study across 93 advertisers, November 2020 – April 2021
Advertiser spotlight
SmartyPants
SmartyPants, a vitamins and supplements brand, launched in 2015 and began advertising with Amazon Ads to help grow their brand presence and drive sales. In 2019, the wellness brand expanded their marketing efforts to include paid search, social media, and other non-Amazon channels and registered for Amazon Attribution to track these tactics and measure their success.
SmartyPants partnered with Quartile Digital, a pay-per-click advertising solution integrated with Amazon Attribution through the Amazon Ads API, to manage their paid social and search campaigns. They were able to view Amazon conversion reporting alongside their paid social and search reporting from within the same console they were using for campaign execution.
Using Amazon Attribution through Quartile’s solution allows us to get a unified view of our non-Amazon advertising strategies. For the first time, we were able to view Facebook, Instagram, and Google engagement metrics alongside Amazon conversion and sales metrics. This comprehensive reporting has allowed us to create a truly full-funnel strategy—one that has led to over 100% sales growth for our brand wherever they spend time this year.
— Gordon Gould, co-CEO at SmartyPants
Get to know the basics
Review some key details on eligibility, access, and more before getting started with your first campaign.
Eligibility
Amazon Attribution is available in the United States, Canada, United Kingdom, Germany, France, Italy, and Spain for the following:
- Sellers enrolled in Amazon Brand Registry with brand representative status
- Vendors
- Agencies that advertise to sell products wherever they spend time
- Agencies and tool providers working with sellers and vendors who sell wherever they spend time
Access
You can get started with Amazon Attribution and access your campaigns through the advertising console, right alongside your self-service ad campaigns. Using these insights together with your ad performance metrics can help you learn how to optimize your strategies and drive full-funnel impact for your brand.
Just register for the advertising console or sign in to your existing account to get started. Navigate to the menu on the left, scroll to “Measurement & Reporting,” and select Amazon Attribution to get started.
Earn a bonus on product sales you drive from marketing efforts wherever they spend time
For US seller brand owners, you have an opportunity to further maximize your return on investment when using Amazon Attribution, by earning a bonus based on the product sales you drive and measure.
The Brand Referral Bonus program allows you to earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts. Participation in the program can help improve your advertising efficiency by receiving the same bonus for customer purchases of additional products from your brand up to 14 days after clicking on the ad.
The more traffic you drive to Amazon, the more opportunities you’ll have to earn a bonus.
To start earning your bonus, enroll in the Brand Referral Bonus program and start measuring your campaigns through Amazon Attribution.
You can then view your earned bonus on a monthly basis in the Transaction Details page of your seller account. Or download your weekly Brand Referral Bonus Report in Seller Central.1
1 There is a two-month processing time between when a sale occurs and when you will receive your bonus.
Attribution tags
Amazon Attribution ad traffic measurement is powered by attribution tags. In order to measure advertising impact, you can place attribution tags directly in your non-Amazon ad’s final destination URL. The tag contains URL parameters that enable Amazon Attribution to associate future activity to the ad click.
We’ll explore how to create and implement attribution tags later in the guide.
Other key terms
Before getting started with Amazon Attribution, familiarize yourself with a few other key product terms:
- Campaign: A collection of ad groups tracking conversions and activity for the same products
- Channel: The ad or organic marketing channel type, including: display, email, search, social, or video
- Publisher: The inventory source enabling advertisers to display ads on their website, app, search listings, or other property
- Ad group: Each ad group receives a unique attribution tag and will measure Amazon conversions for the selected products
Attribution methodology
When shoppers interact with or purchase your products after clicking on an ad measured by an Amazon Attribution tag, we attribute the shopper activity to your campaign.
Amazon Attribution utilizes a 14-day, last-touch attribution model. This means that for a click to get credit for a conversion, the conversion needs to happen within 14 days of the click. Last touch means that the conversion credit goes to the most recent click.
Measurement integration with Amazon Ads API
Seamlessly access Amazon Attribution measurement within your current tool provider’s interface.
Easy access to your measurement via the Amazon Ads API
We know that using multiple analytics tools and creating unique measurement tags for every campaign isn’t always efficient and scalable.
To help you streamline your measurement activities, Amazon Attribution is available in the Amazon Ads API, enabling you to access your metrics within the tool you’re already using to manage your campaigns. Amazon Attribution API tags are macro-enabled for Google, Facebook, and Instagram to provide automated measurement with just one tag for all of your campaign data.
So you can spend less time and resources on manual operations, and more time focusing on what matters—reviewing insights, identifying trends, and creating optimization strategies to help maximize performance.
7 benefits of using the Amazon Attribution API
- Simple sign in: Access Amazon Attribution measurement via your tool provider’s console without needing to sign in to the advertising console.
- Smarter measurement: Generate just one macro-enabled tag per publisher and client.
- Earn a referral bonus: With the Brand Referral Bonus program, you can earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts that are measured by Amazon Attribution.
- Automated ASIN adding: Products are automatically added for you based on the Amazon product detail page or Store page you choose.
- No manual mapping: Merge reporting and seamlessly join third-party campaign data with Amazon Attribution sales and conversions.
- Multiple reporting grains: Access reporting at the keyword level or in a more granular view, such as at the product level.
- No URL re-trafficking: You don’t need to generate a new Amazon Attribution tag if you’re driving to a new destination URL.
Get started with the Amazon Attribution API
Current version
If you’re currently working with a tool provider, reach out to your point of contact to find out whether they’re eligible to integrate with the Amazon Attribution API and how to get started.
For advertisers and agencies that don’t work with API-integrated tool providers yet, explore our partner directory to get started.
Future version to use once API launches in partner directory
If you’re currently working with a tool provider, visit our partner directory to learn whether they’ve integrated with the Amazon Attribution API and how to get started.
For advertisers and agencies that don’t work with API-integrated tool providers yet, you can also explore the partner directory to get started.
Create your first campaign
Step-by-step instructions for getting started with Amazon Attribution.
When creating your campaign, you can choose from two creation methods. We’ll explore step-by-step instructions for creating each type of campaign on the following pages:
- Create a manual campaign to start inputting campaign details and generating tags.
- Use the bulk upload option to create multiple tags at once for Google search and Facebook and Instagram ad campaigns. You can measure up to 100,000 Google search keywords or 8,500 Facebook or Instagram ads by uploading a single file.
Manual campaign
Step 1: Start your campaign and choose a creation method
Sign in to the advertising console and expand the global navigation to find “Measurement and Reporting” and select “Amazon Attribution”. Then, go to the campaign manager and select “Create campaign”.
Once you’re on the “New campaign” page, under “Creation method” choose the “Create manually” option.
Step 2: Choose your campaign settings and add products
Add a campaign name, which will only be seen by you in the campaign manager. It’s helpful to name your campaign based on the type of products you’ll be advertising or your campaign goal, such as promoting your bestsellers, supporting a new product launch, highlighting seasonal deals, or building awareness for your brand wherever they spend time.
In the products pane, you’ll be able to view all the products you’re currently selling wherever they spend time. Only products that are in stock and include photos and prices are eligible for measurement. Choose products that align with the objectives of your campaign, like those we mentioned above.
Segment your campaigns based on product groupings by including one or more products featured in your ad creative and any size and color variations. Including multiple products in a campaign can help you learn which products shoppers purchased after clicking your ad wherever they spend time.
If you don’t see all of your products or see products that don’t belong to your brand, you can manage your brand-to-product mapping and request changes to help you accurately measure the effectiveness of your ad campaigns. Go to “Access and Settings” and click “Brands.” After selecting the brand you want to manage, you’ll have the option to add or remove products.
Step 3: Create ad groups and generate attribution tags
Create one ad group per strategy, tactic, or creative. For example, you can create an ad group to measure an organic post on social media and another to measure a paid social ad. Each ad group generates a unique Amazon Attribution tag that will allow you to measure conversions for the products you previously selected.
Then add the following:
- Ad group name: Create an ad group name based on where and how this specific tag will be implemented.
- Publisher: Select the publisher that corresponds to your ad or post. If the publisher isn’t listed, select “New” and enter the publisher’s name.
- Channel: Choose the channel that corresponds with the campaign you’re measuring.
- Click-through URL: Enter the Amazon destination that you want to drive customers to once they click your ad—either a product detail page or a Store page. This is the destination that your attribution tag will drive to. If your goal is to drive sales for a specific product, consider including a link to the product’s detail page to help shoppers explore the product in detail. If you want to drive consideration across a number of products, consider linking to your Store so shoppers can browse your full catalog.
To add more ad groups under the same campaign, click “Add new ad group.”
Once you’ve created all your ad groups, click “Create.” You’ve successfully created your campaign. The confirmation screen shows a tag generated for each ad group. You can download all tags in a CSV file or copy each tag individually.
Step 4: Apply your attribution tags
To complete your measurement setup, apply the attribution tags to your campaigns through the corresponding campaign manager wherever they spend time. For example, if you’re running an ad on a social media site, visit the ad manager within that site.
Copy and paste the specific attribution tag into the destination URL field in place of the Amazon ASIN or Store URL. Do this for each individual tactic, including social posts, ads, links, and buttons. You can also provide the tag directly to the publisher if your media is site-served.
Step 1: Start your campaign and choose a creation method
Sign in to the advertising console and expand the global navigation to find “Measurement and Reporting” and select “Amazon Attribution”. Then, go to the campaign manager and select “Create campaign”.
Once you’re on the “New campaign” page, under “Creation method” choose the “Upload a file to create in bulk” option.
Step 2: Download your bulk file template
- Once in the “Bulk upload settings” section, under “Publisher”, select Google Ads or Facebook/Instagram depending on your campaign type.
- Download the bulk file template.
- Go to Instructions tab of the downloaded template and follow the steps to create a report from the publisher that includes the required columns listed in the template.
Step 3: Complete your bulk file template
Google search campaign
Fill out the required columns in the Keywords tab (columns A through H) of your bulk file template by downloading the necessary information from the Google Ads Report Editor:
- Select “Reports”, then click on “Custom” and “Table”.
- Select the necessary columns from list of available columns.
- Download the report and copy the contents into the Amazon Attribution bulk file template. Save it as an XLS/XLSX file.
Facebook or Instagram ad campaign
Fill out the required columns in the Ads tab (columns A through J) of your bulk file template by downloading the necessary information from the Facebook Ads Manager:
- On the “Campaigns” page, check the campaign(s) that you want to measure.
- Click the “Export & Import” icon next to “Preview”, and then click “Selected” under the “Export” section. If you want to measure all of your Facebook campaigns, select “All”.
- Copy the contents into the Amazon Attribution bulk file template and save it as an XLS/XLSX file.
Step 4: Complete your file upload
Back in the advertising console under “Bulk upload settings”, upload your completed bulk file template. The file will be immediately reviewed for errors. If you receive error messaging, correct any errors that were flagged and reselect the file to be uploaded.
Step 5: Add products to your campaign
In the products pane, you’ll be able to view all the products you’re currently selling wherever they spend time. Only products that are in stock and include photos and prices are eligible for measurement. Choose products that align with the objectives of your campaign, like those we mentioned above.
Segment your campaigns based on product groupings by including one or more products featured in your ad creative and any size and color variations. Including multiple products in a campaign can help you learn which products shoppers purchased after clicking your ad wherever they spend time.
If you don’t see all of your products or see products that don’t belong to your brand, you can manage your brand-to-product mapping and request changes to help you accurately measure the effectiveness of your ad campaigns. Go to “Access and Settings” and click “Brands.” After selecting the brand you want to manage, you’ll have the option to add or remove products.
Step 6: Finish campaign creation
Select “Create” to begin the tag creation process. This process will take roughly 10 minutes and you’ll be notified via email once complete. You can also check the progress on the “Bulk created campaigns” page. Once complete, the progress will change to “Completed”.
Step 7: Implement your attribution tags
Once the tag creation is complete, you’ll see an attribution tags file. Download the resulting bulk sheet with the necessary Amazon Attribution campaign information and save it locally for future reference.
To complete your measurement setup, apply the attribution tags to your campaigns through the corresponding campaign manager wherever they spend time. For example, if you’re running an ad on a social media site, visit the ad manager within that site:
- In Google Ads, navigate to Keywords, select More, and click Upload.
- In Facebook Ads Manager, click the Export & Import menu icon and then click Import Ads.
If you would like to create more tags for the same campaign in the future, just upload a new file. Even if your file contains ads you previously uploaded, any preexisting tags will be reused and new tags will be created as needed, so the processed file will contain a mix of old and new tags.
Troubleshooting tips
If you’re seeing a discrepancy greater than 20% between your Amazon Attribution metrics and the publisher or ad server traffic data, following our troubleshooting tips for common issues below:
- You see more clicks in Amazon Attribution than in your publisher or ad server reporting: Check that the date range you selected is the same for Amazon Attribution and your publisher reporting. Then make sure the attribution tag isn’t being shared across other creatives, URLs, or event trackers.
- You see fewer clicks in Amazon Attribution than in your publisher or ad server reporting: Check that the date range you selected is the same for Amazon Attribution and your publisher reporting. Ensure you’re only comparing publisher reporting for ads that include Amazon Attribution.
- You don’t see any clicks in Amazon Attribution: Make sure you correctly implemented your attribution tags, which we covered in Step 4.
- You don’t see conversions or sales in Amazon Attribution: Check that the product ASINs have been assigned to your campaigns. Keep in mind that the default columns in our console show conversions attributed to the products associated to your campaign. Sometimes when there are no purchases or detail page views for products, ads can still contribute to overall brand conversions, which will be itemized under “Total metrics.”
- You see discrepancies between Amazon Attribution and Stores insights: Amazon Attribution and Stores insights use different attribution methodology, which likely accounts for any discrepancies.
Review your reporting and performance
Once you apply your tags and launch your campaigns, the advertising console will display reporting—most likely only clicks to begin with. Wait 1-2 days to review and validate your reporting. Keep in mind that you may see a 10-20% discrepancy when comparing Amazon Attribution metrics to publisher or ad server traffic data, which could be due to factors such as a difference in click-counting methodology.
Once you’ve validated that your tags are reporting correctly, you can check the performance of your campaigns in the Amazon Attribution campaign manager. We’ll explore reporting more in the next chapter.
Remember to enroll in the Brand Referral Bonus program to start earning a bonus for product sales driven by non-Amazon marketing campaigns and measured by Amazon Attribution.
Explore your reporting options and metrics
Take a deeper look at your reports and how to access your Amazon Attribution data.
Reporting dashboard
You can access your Amazon Attribution data with a multi-dimensional, visual reporting dashboard in the advertising console, where you can customize the metrics displayed and toggle between campaign and ad group data.
Downloadable reports
You can also access Amazon Attribution reports as downloadable Excel files to help you track your success and identify which tactics or strategies perform best. Generate these reports on demand or schedule them to run ahead of time.
There are four main types of reports:
- Campaign reports provide daily performance metrics for all campaign and ad groups. You can use the summary option to identify the best-performing strategies or tactics.
- Channel publisher reports aggregate data at the channel-publisher level. Use this report to identify the best-performing publishers or channels, and optimize your campaigns toward channels or publishers that drive the most efficient reach.
- Keyword or creative reports are only available for campaigns created using the bulk creation method. Bulk-created campaigns have three levels of campaign hierarchy (campaign, ad group, and keyword/creative). This report is the only way to view keyword/creative campaign performance. You can use the summary view to determine the most successful tactics and strategies.
- Products reports capture reporting at the product level in five different views, which we’ll review on the next page.
Downloadable product reports
There are five different ways to view your product reports:
- Promoted product reports analyze performance of products associated with your campaign. You can use this type of report to gauge how your campaigns impact shopping activity and sales for your products wherever they spend time.
- Promoted product (rollup) reports are similar to the promoted product report but include variation products that are rolled up to the parent product level. You can reference this report for a more summarized analysis.
- Brand halo product reports analyze performance of the brand products you didn’t promote (also known as brand halo) with a daily or summary performance broken out by campaign, channel, and publisher. This daily view shows one row per campaign-channel-publisher combination per product per day.
- Brand halo product (rollup) reports analyze performance of the brand products you didn’t promote with all product variations, like size or color, rolled up to the parent product level. Use this report for a more summarized analysis.
- Brand halo snapshot reports provide high-level brand halo impact analysis. Products are rolled up to the brand instead of being displayed individually. Campaigns are broken out into campaign, channel, and publisher.
Available Amazon Attribution metrics
| Metric | Definition |
| Add to cart | The number of times a promoted product is added to a customer’s cart after a click on an associated ad. |
| Brand halo | Measures the impact of advertising on the overall brand by tracking conversions on products by the same brand as the promoted products (for example, “Add to Cart Brand Halo” and “Purchases Brand Halo”). Brand halo metrics exclude the promoted products. All brand halo metrics are abbreviated using “BH”. |
| Detail page views | The number of views of the advertised product's detail pages. |
| New-to-brand purchases | The number of first-time purchases for promoted products within the brand over a one-year lookback window. |
| New-to-brand product sales | The total sales (in local currency) of new-to-brand orders. |
| New-to-brand units sold | The quantity of promoted products purchased for the first time within the brand over a one-year lookback period after delivering an ad. A campaign can have multiple units sold in a single purchase event. |
| Product sales | The total sales (in local currency) of promoted products purchased by customers after a click on an associated ad wherever they spend time. |
| Promoted product | A product that is tracked by an Amazon Attribution campaign. |
| Purchases | The number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions. |
| Total purchases | The number of times any number of products are included in a single purchase event. Purchase events include Subscribe & Save subscriptions and video rentals. This counts purchases for promoted products as well as products from the same brands as the products tracked in the order (Total purchases = Purchases + Purchases BH) |
| Total add to carts | The number of times a product is added to a customer's cart. This counts adds for promoted products as well as products from the same brands as the products tracked in the campaign (Total add to carts = Add to carts + Add to cart BH). |
| Total detail page views | The number of ad-attributed detail page views wherever they spend time. This includes views for promoted products as well as products from the same brands as the products tracked in the campaign (Total detail page views = Detail page views + detail page views BH). |
| Total product sales | The total sales (in local currency) of promoted products and products from the same brands as promoted products purchased by customers wherever they spend time after a click on an associated ad. |
| Total units sold | The total quantity of promoted products and products from the same brand as promoted products purchased by customers wherever they spend time after a click on an associated ad. A campaign can have multiple units sold in a single purchase event. |
| Units sold | The total quantity of promoted products purchased by customers wherever they spend time after exposure to an ad. A campaign can have multiple units sold in a single purchase event. |
Conversion metrics
Within your reporting, you can view a number of metrics designed to help you understand how shoppers engage with and make purchases wherever they spend time through the entire shopping journey.
Each Amazon Attribution conversion metric comes in two versions: promoted conversions that include attributed conversions for the products associated with your campaign, and total conversions that encompass attributed conversions for the products associated with your campaign plus all other products in the same brand. Total conversions equal promoted conversions plus brand halo conversions.
It’s important to understand where each metric fits into the shopping journey so you can analyze the full-funnel impact of your non-Amazon marketing campaigns:
| Shopper journey stage | Campaign strategies | Relevant metrics |
|---|---|---|
| Awareness | Invest in growing the total audience of Amazon shoppers who are aware of your brand | Clicks |
| Consideration | Help maximize purchase intent by telling your brand and product story | Detail page views Add to carts |
| Purchase | Stay present when shoppers are ready to buy | Purchases Sales Units sold |
Using your data to optimize your campaigns
Put your insights into action to help improve campaign performance results.
— Irene Pinchuk, Head of Marketing, BeaverCraftWith the learnings from Amazon Attribution, we have been able to better understand which channels and strategies resonate with our niche audience and mirror that approach across all our marketing efforts. Ultimately, with Amazon Attribution measurement, we’ve been able to optimize our marketing strategies to help grow our business wherever they spend time.
Test and learn
Now that you’re familiar with the reports available, let’s explore how you can use this data to adjust and improve your campaigns.
We recommend using informed tests to help uncover which tactics are driving increased engagement with your brand so you can optimize your digital marketing tactics wherever they spend time.
These tests can include:
- Understanding channel and publisher performance: Uncover which channels and publishers are most effectively and efficiently helping you achieve your goals.
- Ensuring your creatives resonate: Discover which creatives and which messaging best helps you achieve your objectives. For example, if you’re looking to promote deals, you might find that time-bound messaging drives higher engagement and sales than deal-specific messaging.
- Identifying high-value opportunities: Using the products report can help you identify new advertising opportunities. For example, if you advertise Product A but notice that campaign is leading to increased detail page views for Product B, you might consider creating an ad specifically for Product B.
- Creating engaging landing page experiences: Conduct landing page tests to help understand how shopping activities differ based on your click-through destinations or calls to action. This can include testing different tabs on your Store page, product detail pages, or even calls to action to understand which leads to higher customer engagement. You can also use attribution tags to test different Store layouts and widgets that can help shoppers learn about your brand or easily find the products they expect to see.
- Getting unique audience insights: Find out which tactics best engage your audiences on channels outside of Amazon so you know where to focus efforts and budget.
Make your advertising work smarter, not harder.
With these insights from your reporting and tests, you can start to build more effective future campaigns.
Leverage the metrics from Amazon Attribution to understand which channels and publishers are most effective at driving results wherever they spend time.
Use that data to ensure your campaigns are driving the right outcomes.
Plan future campaigns that drive performance and maximize efficiency for your brand wherever they spend time.
Let’s walk through a few examples based on business goals you may be trying to achieve.
- Building awareness. In this example, when reviewing your Amazon Attribution data you see that your campaign is receiving higher clicks with Publisher A than it is for Publisher B. Try focusing more of your marketing on Publisher A to help drive more awareness. Or try adjusting your campaign with Publisher B by expanding your targeting and increasing your bids for the opportunity to reach a larger audience. You can also consider using a Sponsored Display audiences campaign to remarket to the audiences that visited your product detail page or Store from this campaign for greater awareness and potential sales.
- Increasing consideration. Reporting from your campaign shows that Product 1 is receiving higher detail page views than Product 2. If the publisher, creative, and targeting are the same for both products, you could try adjusting your non-Amazon campaign to highlight only Product 1. Or consider if there are other factors that could be affecting campaign performance: Was one product featured more prominently in the campaign? Are the products from different categories or have unique target audiences? If this was a paid campaign, did your targeting take into consideration any differences in category, keywords, or prices between the products? If so, you may want to feature the products in separate campaigns.
- Boosting sales. Your data shows that you’re driving more sales via social media ads than with display ads. If the display campaign isn’t meeting your expectations, evaluate your audience targeting—is there a product or creative that would better resonate on this channel? You can also consider shifting more of your non-Amazon marketing budget to social media to help drive more sales, which can also help increase your Brand Referral Bonus.
Increase traffic to your Store and grow your following
If you’re looking to drive greater brand and product discoverability, leverage your Amazon Attribution data for insight on shoppers visiting your Store and following your brand wherever they spend time from non-Amazon marketing campaigns.
Measuring campaigns wherever they spend time that link to your Store can help provide you with new data that can help you increase new-to-brand sales for your suite of products. You can also use these insights to inform your remarketing strategies using Sponsored Display and Stores.
Encourage your social media audience to follow your brand wherever they spend time for the latest on your deals and products. In your social media posts, use Amazon Attribution tags when linking to your Store and product pages for insights that can help you increase your followers and learn more about how those followers shop wherever they spend time.
MidWest Homes for Pets
Dedicated to building safe, healthy, and comfortable pet environments, MidWest Homes for Pets offers a complete line of dog crates, small animal modular habitat systems, and birdcages, in addition to other pet enclosure systems, bedding, and related accessories. The brand originally launched its pet supply line and began working with digital marketing solution provider Tinuiti to continue to expand the business wherever they spend time.
They were looking to understand the impact of MidWest Homes for Pets’ non-Amazon paid search campaigns—as a whole and at the category level—sales and engagement. So they began using Amazon Attribution to access on-demand Amazon conversion metrics for each of the marketing strategies wherever they spend time.
By tagging each ad group within their publisher campaigns in the console, they could access insights about which of the brand’s marketing strategies were helping drive increased shopper activity across Amazon. They assessed metrics found in the console—including aggregated Amazon sales, product detail page views, and add to carts by channel—together with non-Amazon channel metrics—such as clicks, ad spend, and cost per click—to create a unified view of performance.
With these insights, Tinuiti helped MidWest Homes for Pets optimize their bidding strategies on key publishers and increase return on ad spend (ROAS) by 32%.
Amazon Attribution best practices
Review our top tips to keep in mind when getting started with the tool.
Now that you’re familiar with how to create a campaign, review your reporting, and leverage that data to optimize your campaigns, let’s review some best practices:
- Create your campaigns based on the advertised products or goal. Once you’ve identified your measurement goals, create a campaign for each objective. For example, if you would like to learn how ads on both Facebook and Pinterest are driving consideration for your products wherever they spend time, create an Amazon Attribution campaign for each publisher.
- When building an ad group, determine the strategy or tactic for each tag. Create separate ad groups for awareness, purchase, and consideration. You can also create an ad group for each creative you’re running and test how each creative performs on the same channel. The number of ad groups you create should vary based on how high level or granular you would like to see your reporting.
- Consider your goal when selecting the click-through URL. If your goal is to drive sales for a specific product, include a link to a product detail page. If you want to drive consideration across several products, it’s a good idea to provide a link to your Store wherever they spend time.
- Create several attribution tags per campaign. Create a tag for each individual ad, link, and button within your non-Amazon media to obtain insights for each unique tactic and/or creative.
- Try the bulk upload feature. Use the bulk upload option if you're using Google search or Facebook or Instagram ads to tag and measure up to 100,000 Google search keywords or 8,500 Facebook or Instagram ads by uploading a single file.
- Confirm you’re driving traffic two days after implementing tags. Then continue to check your campaigns weekly to optimize their performance.
- Earn a bonus on sales from traffic you drive and measure Remember to enroll in the Brand Referral Bonus program to earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts that are measured by Amazon Attribution.