How Amazon Attribution insights helped achieve a 32% increase in ROAS

The story

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. Since originally launching its pet supply line on Amazon, the company has come to view Amazon as one of its key sales channels.

The challange

The team at MidWest Homes for Pets has spent the past 3 years working with digital marketing solution provider Tinuiti to continue to expand its business on Amazon. By experimenting with various marketing tactics, the Tinuiti team aimed to increase sales across the MidWest Homes for Pets product line. While the Tinuiti team was already using Stores Insights to understand the impact of the brand’s non-Amazon marketing investment on its Store, they wanted to get more visibility into which specific marketing tactics were driving success for their client.

The solution

To get the level of insights they were looking for, the Tinuiti team registered MidWest Homes for Pets for the Amazon Attribution beta. The agency started by placing Amazon Attribution tags across its client’s key marketing channels. In the Amazon Attribution console, they could then access insights about which of the brand’s marketing strategies were helping drive increased shopper activity across Amazon.

By assessing the metrics found in the console—including aggregated Amazon sales, product detail page views, and "Add to carts" by channel—together with MidWest Homes for Pets’ non-Amazon channel metrics—such as clicks, ad spend, and cost per click—Tinuiti was able to create a unified view of performance. Additionally, since the team tagged each ad group within their publisher campaigns, they were also able to understand performance at the category level across pet beds, crates, and other related accessories. Ultimately, this single view helped the team measure cost efficiency across MidWest for Pets’ non-Amazon marketing efforts. Tinuiti was able to optimize the brand’s publisher strategies accordingly, driving sales on Amazon more efficiently while improving return on ad spend (ROAS).

Through Amazon Attribution, we have gained visibility into how our client’s non-Amazon marketing investments impact their sales on Amazon. This insight is key to empowering our teams to drive greater return on investment and Amazon business growth for MidWest Homes for Pets.-Josh Brisco, VP, Growth Media at Tinuiti

The result

Using Amazon Attribution, Tinuiti now has the insights it needs to help accelerate business growth for MidWest Homes for Pets. With an understanding of which publishers and product categories are driving the most sales on Amazon, the agency is able to optimize its client’s non-Amazon campaigns and bid more effectively on top-performing strategies.

For example, realizing that the pet bed category was its most profitable and that one particular publisher was the highest performing, the agency was able to optimize its strategy to focus on the channel and tactics driving the most value for its client. In doing so, MidWest Homes for Pets achieved a 32% increase in ROAS across those optimized placements.

Partnering with Tinuiti’s team of Amazon experts gave us the peace of mind that one of our key sales channels was in good hands. By recommending that we register for the Amazon Attribution beta, the Tinuiti team helped us access a more holistic measurement solution that ultimately has enabled us to accelerate our sales growth on Amazon.-Neil Smith, Director, e-Commerce at MidWest Homes for Pets

Following their success with MidWest Homes for Pets, the Tinuiti team put together these recommendations for how to optimize campaigns using insights from Amazon Attribution.

  1. Strike a balance. When getting started with Amazon Attribution, make sure the non-Amazon media campaigns that you tag are structured in a way that enables channel optimization. If you begin with too many tags, the resulting insights will likely be too specific to inform optimizations. On the other hand, if you have too few campaigns, the metrics may be too high level to gain actionable insights.
  2. Develop multiple landing page strategies. For those brands that have various landing pages on Amazon, such as a Store in addition to product detail pages, ensure your strategies maximize the strength of all landing pages. Instead of taking an all-or-nothing approach, look at performance across every potential landing page to understand how you can drive traffic to one or the other based on your goals and their degree of brand or product engagement.
  3. Test and learn. With Amazon Attribution, brands have access to new and unique insights. Leverage these insights to inform and optimize your non-Amazon paid media strategy by running tests for elements like ad copy, ad creative, and audience strategy.