What is Amazon Attribution? Amazon Attribution Review

Amazon Attribution is a new bETA measurement solution designed to help brands and sellers get more traffic and improve conversion rates. This tool will help sellers understand where Amazon product traffic comes from so that they can better adjust their marketing strategies.

About Amazon Attribution

Amazon Attribution will intuitively show sellers how different channel ads (such as display ads, search ads, video media, etc.) influence buyers to discover, research and purchase their products on Amazon. Through Amazon Attribution, sellers will have a deeper understanding of the traffic that flows into product detail pages and generates purchases.

effect

1. Through Amazon Attribution, sellers can conduct in-depth analysis of the traffic sources of Amazon products so that they can adjust marketing strategies more timely, increase product sales and quickly improve conversion rates.

2. Some unique conversion metrics on Amazon Attribution, such as Amazon product detail page views, purchase rates, and sales, allow sellers to fully understand how each of their marketing strategies contributes to shopping activities on Amazon and gain an in-depth understanding of traffic.

Specific functions

1. Measure functionality

Sellers can use Amazon Attribution to analyze the effectiveness of each advertising channel and understand the impact of advertising in each channel on sales.

2. Optimize functions

Amazon Attribution will report the performance of each advertising channel based on the needs of sellers, enabling sellers to maximize sales growth (in-flight optimization) by continuously optimizing key variables in advertising.

3. Planning function

Sellers can use Amazon Attribution to review the performance of each advertising channel, analyze relevant Amazon audience segments, and plan future marketing strategies to maximize return on investment.

How it works

Amazon Attribution works by adding a tag to the end of the URL you use to drive customers to Amazon. In this sense, it's a lot like Facebook conversion tracking, Amazon Associates tracking, or any other type of partner tracking. Once you've activated an account for Amazon Attribution, log in and add any products you want to track on your dashboard. Next, generate a tag for each channel or campaign you want to track for that product.

For example, you are selling Product A. You will add Product A in Amazon Attribution, generate a tag to track Product A’s ads on Facebook. Then add this tag to the link you use to drive traffic in Facebook ads, and you will get conversion data for this specific tag.

You can also create labels for certain situations. Let’s say you’re trying out a Facebook video ad (where you’d normally run regular text/image ads). You could create different labels and apply them only to the links in your video ad. You’d then compare the conversion metrics and sales impact of the video ad to your other Facebook ads to see if the video ad delivers more final conversions than the regular image ad.

Features

1. The initial stage of the Amazon Attribution program is a self-service program based on the UI.

2. As far as we know, no API (application programming interface) will be provided in the beta version.

3. Amazon Attribution will show internal (AMS) and external (AAP, not external to Amazon) traffic.

4. The sales report will show the total sales, whether third party or seller.

5. As of now, the program is only available to suppliers and is free for advertisers.

Advantages

Without Amazon Attribution, it’s difficult to measure the impact of off-site traffic activity. If you’re offering promo codes, you can match the number of people who clicked on your ad with the number of people who redeemed your coupon. If you use a landing page tool, you can also get analytics like page views, coupon claims, and clicks through Amazon. These are all great metrics, but they don’t provide a complete picture of your traffic performance.

Data is essential to developing an effective digital marketing strategy. Without data, there is only guesswork, and you never have true insight into whether your strategy is on the right track. This is especially important with media like Facebook ads, Google search, and display ads. You need to constantly test and optimize your campaigns to achieve more with less ad spend.

If your goal is to drive more sales on Amazon, you’ll never be able to fully optimize your ads without knowing how many of those sales came directly from those ads. In addition, you’ll be able to analyze every step of the buyer’s journey, understanding exactly which part of the sales funnel needs to be optimized.

Example: You get a good CPC on Facebook ads, but few sales on Amazon. With Amazon Attribution, you will be able to see the detail page views, Facebook ad clicks, add-to-cart, and purchases of your Amazon listing. This way, you can find the parts that need to be optimized. For example, if the clicks and page views are high, but the number of shopping carts is low, then there may be something in your listing that needs to be optimized.

limitation

Amazon attribution is still in beta, so there are some limitations to be aware of. The Attribution tag only works if the link that leads directly to Amazon has the tag. So you have to make sure the final link in the funnel before Amazon is a link with the Attribution tag.

For example, if you have a sales funnel that goes from Facebook Ads to a landing page and then to Amazon, the attribution tag should be included in the link from that landing page to Amazon, because that link will serve as the referral URL for Amazon.

Additionally, while you can use Amazon Attribution to track conversions and other key metrics for external traffic, unfortunately you can’t retarget like you can with the Facebook Pixel (like retargeting people who added a product but didn’t purchase). Amazon is unlikely to allow this, as it would provide a way for sellers to divert customers to their own sites.

This means that retargeting, a powerful targeting method for paid advertising, should only be done if there is an intermediate step in your funnel, such as a landing page.