Every Amazon seller hardly knows what happens after someone clicks their ad link on an external advertising channel. Thankfully, that's no longer the case. Vendors can now monitor the progress of each user that visits their store, thanks to Amazon Attribution. You can maximize your advertising budget by discovering the exact platform or ad that has the most significant influence on your customer’s eventual purchasing decision.
Guessing is never enough when attributing conversions to each of your marketing channels. Find out how tracking traffic and sales with the Amazon Attribution tool makes advertising more profitable and helps you scale your business.
What Is Amazon Attribution?
Amazon Attribution (beta) is a free marketing tool that allows you to measure the impact of your external marketing channels on your Amazon store’s performance. The application offers detailed analytics into external marketing channels, such as search, social media, display, PPC, and email marketing. It shows how they affect your sales and other activities shoppers carry out in your store.
The Amazon Attribution tool also tracks traffic that originates on a different website. With this data, you’ll get vital insights into how your buyers discover and buy products on your Amazon store. You can access the tool via the platform’s self-service dashboard and other third-party products that integrate with the Amazon Advertising API.
Who Can Use Amazon Attribution?
Any brand-registered seller is eligible to use the Amazon Attribution program. Regardless of whatever you sell on your store, Amazon Brand Registry offers free assistance in helping you manage your listings, protect your intellectual property (IP), and expand your business. You’re also eligible to use this tool if you’re a vendor, KDP author, or a third-party agency with clients who own Amazon stores. However, the tool is only available to you if you’re in the US, UK, Italy, Germany, Spain, France, or Canada. But if you’re not in these countries, you still want to be on the lookout, as the feature might be rolled out everywhere soon.
Why is Amazon Attribution so Valuable?
Using the Amazon Attribution tool on your Amazon store comes with many perks. Some specific ones are:
Increase Conversion Rates
You can raise conversion rates by increasing traffic to your product listings through social media postings, PPC ads, and video content. However, it’s usually hard to measure the direct impact of these efforts on your sales. Also, you cannot identify loopholes in your advertising without access to the correct data.
Amazon Attribution fills the gap and helps you monitor the results of your different marketing initiatives outside of Amazon. With this tool, you can also learn ways to improve conversions through the insights it provides.
Obtain Full-Funnel Analytics
Full-funnel attribution is difficult to measure, especially since customers interact with businesses via many touchpoints. Genuine full-funnel attribution keeps track of prospects across different devices. So, you would know whether a customer interacts with your marketing on a desktop, laptop, smartphone, or tablet. Amazon delivers full-funnel attribution that can measure impressions, clicks, and all forms of engagement your business has with customers as they decide to buy while in your store.
Gain Deep Insights on Customer Behavior
Let's assume you link your Amazon store and products to your social media posts using Amazon attribution tags. In that instant, you can get crucial insights about how new customers from this channel interact with your store. You can tell whether they add products to the cart without checking out or which specific categories they browse through.
The platform also provides insights across numerous media channels, including search, social, email, display, and video. This way, you can tell which channel fetches you the highest number of converting customers. You can then optimize your best-performing channel to give you even better results.
Track all Your Marketing Channels Individually
You develop unique attribution tags for each off-Amazon advertising campaign you start. This allows you to track and evaluate metrics from each marketing channel you use in-depth. You’re no longer restricted to tracking only sponsored ads on Amazon.
What Does Amazon Attribution Let You Track?
Even with the right keyword bidding strategy and impressive conversion rates, it’s still smart to execute non-Amazon advertising campaigns to sustain your store’s performance and extend your reach. Since Amazon Attribution lets you track metrics from other marketing channels, you can identify which ones generate the most sales for you, what’s working, what’s not, and why.
Some metrics you can measure include:
Click-through rate measures the number of clicks on each ad that directs customers to your store. In simpler terms, it’s the number of times people click on the links, pictures, or videos in your digital adverts that take them to your product listing on Amazon.
Detailed Page Views
This metric shows you a detailed review of the number of times your promoted product was viewed on Amazon. Detailed page views measure the number of visits to your product page following a customer's click in your off-Amazon advertisement.
Purchase rate is the ratio between the number of product purchases and the product’s impressions. It helps you measure ad spend better and tweak listings to meet customer requirements. For instance, if your purchase rate is low for external search, customers are visiting your page but not buying the item. There may be issues in the keywords you target for your ads. A tool like Keyword Wizard for Amazon can help you find and target better keywords.
Add to Cart
You want to track the number of times customers click on your ads and then add the product to the cart. If they are adding to the cart but not checking out, you may have to adjust the pricing or add more value (like product bundles or improve listing descriptions.
The total sales metric gives you an accurate number of sales per product within a specific time frame. It refers to the total quantity of product purchases after customers view the related advertisement.
Getting Started with Amazon Attribution
The first thing you need to do if you’re eligible to use Amazon Attribution is to create an account on Amazon Advertising. After registering, you can begin tagging your products to the campaigns you intend to monitor.
Create Attribution Tags
Attribution tags work like Facebook Pixel or Google Analytics. So, the Amazon Attribution tag is a tracking URL. The tag follows a consumer from the time they click on your ad on a website until they reach your Amazon product listing, where they would decide to add your product to cart or leave it. After signing up for Amazon Attribution, creating your first tag and monitoring any advertising activities will be a breeze.
Here's a step-by-step guide to creating an Amazon Attribution tag.
- In your Amazon Ad account, go to the Attribution console under the section - Measurement and Reporting.
- If creating a link for multiple ad campaigns, choose Upload a file and follow the instructions. You can also create a campaign manually by filling in the details for your ad group.
- If creating manually, enter a campaign name for your reference. All your eligible products will be listed in the Products section. Select the product you want to generate ads for.
- Next, you need to set up your ads. All you have to do is enter the Ad group name, product URL and publishing channels. The URL is the link to the page that will open when viewers click on your ad. The Publisher drop-down menu contains all the channels your ad will display on. In the example below, we have selected Pinterest.
- Finally, you can download the attribution tag for your ad group. You can copy the tag or download a .csv file with all your tags from multiple campaigns.
After completing the steps above, you’ve successfully created your application attribution tag.
Use Your Attribution Tag
After creating your Amazon Attribution tag, the next thing will be to put it into use. To do this, you’ll have to copy and paste the Amazon Attribution tag or tracking URL. For instance, you may input it in the appropriate field while creating a Facebook ad.
As soon as you place the tag on a website, it begins collecting data on visitors. You can then make informed decisions from their interactions with your campaigns.
Amazon Attribution (for Non-Registered Brands)
Thankfully, if you’re currently unable to use Amazon Attribution, there are other marketing tools you can use. They include:
Traffic Insights for Amazon
Traffic Insights for Amazon is an analytics tool that allows you to evaluate and compare traffic channels for any Amazon listing. Similar to Amazon Attribution, the tool is available for use for all big and small vendors. Moreover, it allows you to scout any product listed on the retail platform, not just your own products. You can analyze your competitors' strategies and adapt their best practices. You can amplify your promotional strategy, expand your reach, and get a clear understanding of the maximum audience potential when assessing the viability of a new product. You can use the demo version for free or pay $29.99/month for all feature access.
Google Analytics AdCost Import
Google Analytics AdCost Import is a digital analytics tool that automatically imports your ad cost data from multiple advertising platforms, including Facebook and Twitter, into Google Analytics. With this tool, you can assess your campaign performance effectively and evaluate your marketing costs against conversions.
The app offers a free trial for new users, after which you’ll pay $99 monthly. It helps you save time, convert currency, and quickly analyze your ad metrics. It also helps you recognize dynamic parameters and errors in links.
It's critical to monitor what consumers are saying about your company online so that you can react promptly and build a potent PR plan. Media Monitoring helps you monitor your brand reputation across different platforms. It does this in the following ways:
- Sends you a notification when your brand is mentioned on any social media platform or website
- Provides centralized access to feedback and reviews about your products and brand
- Shows the reach of any mention so you can prioritize your link-building efforts
You’ll also get to discover potential influencers and brand ambassadors by notifying you of those who are talking about your brand The Media Monitoring tool costs just $39 monthly after the free trial is over.
Amazon attribution lets you track how your sales are affected by search, social, display, email, and video media channels. Knowing how customers find, evaluate, and purchase from your Amazon listings is crucial for long-term success. With these insights, you can determine what is and isn't working in your listings, advertising efforts, and marketing budget. You can then make the necessary adjustments to maximize your profit.
Unfortunately, attribution is only available to a limited set of vendors. If you are in-eligible, you can use third-party tools like Traffic Insights for Amazon to get similar benefits.
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People Also Ask
How Much Does Amazon Attribution Cost?
Amazon Attribution is currently free to use. However, it’s only available for brand-registered sellers operating in a limited number of countries.
Which Countries Is Amazon Attribution Available?
Only the United States and the United Kingdom, Canada, Germany, Spain, France, and Italy currently have access to the Amazon Attribution tool.
How to Invite More Users to the Amazon Attribution Console?
To add users, click on Manage on the top navigation menu. After that, choose User management and follow the instructions.
What is Amazon Ads API?
Advertising may be automated, scaled, and optimized with the help of the Amazon Ads API. The API provides access to campaign and performance data for Sponsored Products, Sponsored Brands, and Sponsored Displays, allowing for managing and reporting campaigns.
Amazon Attribution is just one of the benefits that registered brands get on Amazon. Read our article on Amazon Enhanced Brand content and learn how to improve your listings and get more traffic!