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October 13, 2021

Amazon Attribution: The Key to Increase Conversion + 4 Must-Try Features

What Is Amazon Attribution?

Based on how consumers find, explore, and buy products on Amazon, brands can now measure the impact of display, search, and video channels. Amazon Attribution beta is a measurement system that analyses sales impact across media channels outside of Amazon for brands that sell on Amazon.


With on-demand reporting, they can get the data they need to optimize their marketing campaigns in real-time and increase product sales. Unlike a typical D2C website, Amazon cannot place pixels on product detail pages, restricting the amount of traffic it can track via Facebook, Google, and other sources.


The Amazon attribution beta launch eliminates the need for a pixel by generating URLs that access conversion tracking and performance data.


This new feature also gives you a complete picture of how each advertising strategy affects a brand's shopping activity on Amazon. 


Amazon Attribution Beta provides insight into:

  • Detail Page Views


  • Add To Carts


  • Purchases


  • Units Sold


  • Product Sales


  • New to Brand Customers


How Amazon Attribution API Works

Any seller who uses Sponsored Ads or Sponsored Brands knows how critical it is to evaluate Ad campaigns regularly to guarantee they are profitable. You rely on Amazon's data to decide keywords, bids, and overall budget as a seller. However, you might not be receiving a complete picture when it comes to your marketing efforts.


It's also essential to have data on the campaigns you run outside of Amazon. You want to do more than throw money at a Facebook or Google ad.


Check to see if those channels are working for you. It was challenging to track the impact of an off-Amazon campaign before Attribution.


Attribution Provides All Of The Conversion Metrics You Need


  • Click-through rate


  • Impressions


  • Detail page views


  • Number of purchases attributed to each ad channel


  • "Add to Carts"


  • Total sales


You can review data quickly as all of this information can be available in downloadable reports. With this information, you can fully optimize ads on several external sources, like Facebook, Google, YouTube, Instagram, Twitter, and even email marketing.

Related article: eCommerce Metrics You Need to Start Tracking Right Away

How To Use Amazon Attribution


Currently, Amazon Attribution is only offered to brand-registered, professional third-party vendors or sellers as a beta program.


It would be best if you were the following to use Amazon Attribution:


  • A US Amazon seller brand owner or a US Amazon vendor with active vendor code(s) (brand registered)


  • Advertising on sites other than Amazon


  • For UK and EU expansion, it is coming soon!


Amazon Attribution (Beta) allows for reporting orders and revenue for traffic from sites other than Amazon. It can track traffic that runs directly to Amazon and traffic that goes to a site and then converts on Amazon.



Amazon Attribution can track traffic from practically any source (including rich media impressions and paid social channels like Facebook and Instagram).


Brands can construct unique tracking templates by creating orders and line items, and you can assess progress at any level of granularity.


Tip: Amazon Attribution is based on the most recent touch of 14 days (inclusive of impressions).


Suppose you're one of these sellers or suppliers. In that case, the initial step is to fill out a registration form or register through Seller Central. Following creating your Attribution account, you can begin adding items that correspond to the campaigns you want to follow.




Creating An Amazon Attribution Tag


The attribution tag is a tracking URL that works similarly to a tracking pixel from Facebook or Google. In short, the tag "sticks" to a customer's whole product search journey, from the moment they click on your external ad to the moment they reach your Amazon listing when they may or may not make a purchase.


All that you would need is to copy and paste the tracking URL into your external marketing campaign. For example, if you're running a Facebook ad, you'll put the Amazon Attribution URL into the "URL Parameters" area. The tag will provide you with the information to make intelligent advertising decisions based on customer behavior.


Once you've signed up for Attribution, Amazon will explain the process of setting up the attribution tag. But first, let's go over the procedure:


1: Choose the advertiser you want to create a tag for.


2: Click "New order."


3: If you create a tag for a Google or Facebook/Instagram ad, click "Upload a file" and follow the instructions.


4: If you create a tag for other campaigns, click "Manually create order and tags."


5: Add the product listing(s) you would like to track.


6: Next, scroll down to your order settings and give your Attribution Tag a name. You can also create an optional external ID, making tracking easier if you create multiple tags.


7: Click "Continue to line items" and choose the publisher you'll be advertising on.


8: Once you choose the publisher, you need to add your listing's URL.



After creating your Attribution Tag, you can add the Amazon link to your ad campaign!



Brands Can Use Amazon Attribution To:


Measure: Using Amazon sales impact analysis, gain insight into the performance of media advertising.


Optimize: In-flight optimization is possible with on-demand attribution reporting.


Plan: Analyze channel performance-relevant Amazon audience segment insights to help develop future marketing strategies to maximize ROI.



Why Brands Should Be Driving Traffic To Amazon


Amazon Attribution provides a solution by allowing brands to:


  • Grow their Amazon sales velocity


  • Direct customers to a highly converting detail page and give them advantages wherever they shop, with the best customer services.


  • Utilize social and prospecting platforms (Facebook/Instagram) to generate new demand.


  • Managing brand safety is easier with endemic platform controls.


  • Drive customers back to a custom Amazon landing page or Store by deploying consistent, brand-differentiating creative assets across digital platforms.


  • With DSP retargeting, you may increase the pool of potential shoppers to re-engage.


  • Help in the launch of a product

 

Amazon Attribution allows you to track paid traffic to your website that converts on Amazon. Advertisers can buy Google Ads and direct traffic to the brand's website, especially for Amazon Vendors (this does not apply to third-party sellers). Advertisers can track Google Advertising traffic from their website to Amazon thanks to an Amazon Attribution tracking feature on ads (where it converts).


4 Amazon Attribution Features You'll Want To Try


Amazon Attribution is more than just a URL tracker. It offers several essential features that marketers will want to take advantage of.


1. Full-Funnel Amazon Analytics

Brands now have access to a lot more sales funnel data, thanks to Amazon Attribution. You aren't restricted to conversion data only. Instead, Amazon reveals how users engage with your product on their site, including analytics like clicks, detailed page views, and the number of times people add your product to their shopping cart.


2. On-Demand Amazon Conversion Metrics

You may track the progress of a campaign when it happens. Marketers can now optimize their marketing campaigns more quickly than ever before, thanks to real-time reporting.


3. Customer Insights

Marketers can learn how their customers behave once they get at their Store due to the wealth of metrics provided by Amazon Attributes. And you can answer customers' questions with Amazon Attribution.


4. Separate Tracking For Each Advertising Channel

Marketers may use Amazon Attribution to establish unique tags for each marketing channel. It doesn't matter if you're using Facebook ads, Google AdWords, blog postings, or social media posts. You can create hundreds of tags, ensuring that you always have granular information about each channel's performance.



Why Is Amazon Attribution Such A Big Deal?

It's not an overstatement to say that Amazon Attribution might be a game-changer for sellers and vendors. Tracking off-Amazon marketing campaigns was a problem before the tool was built.


There was no way to differentiate traffic from different marketing channels. It had all been put together.



Let's say you earned 500 sales, and you know 100 of them came from your own Amazon marketing. The remaining 400 sales may have come from any marketing channel, including an organic Amazon listing.


Do you see how difficult it is for marketers to choose the ideal channel? There is no way they can tell.


Everything changes when you use Amazon Attribution. Marketers and brands will now know precisely where each sale begins, which has several benefits.


3 Benefits Of Using Amazon Attribution

Why do we need to use Amazon Attribution in the first place? This is a question that many individuals have on their minds. There are several solid reasons for eligible brands to begin using Amazon Attribution right away.


Here are the top three.


It Identifies The Most Valuable Marketing Channels

It might be challenging to calculate the return on investment (ROI) of non-Amazon marketing activities, especially if you employ many channels. Amazon Attribution allows sellers to discover which advertising campaigns generate the most sales and return on investment. Store owners can focus on their most successful media with a clear view of what's working and what isn't.


It Optimizes Existing Campaigns

Amazon Attribution allows you to see how customers engage with your Store and the Amazon ecosystem overall. You may improve your existing campaigns to attract more users and fewer users who don't convert if traffic from one demographic converts better than traffic from others.


It Can Drive More Sales

The thought of delivering external traffic to Amazon may seem unusual to some vendors, but it is becoming increasingly important. In the world of eCommerce, Amazon is making headway. Simultaneously, the cost of sponsored adverts on the platform rises.


Why Drive Traffic To Amazon In The First Place?

You can start making meaningful, data-backed decisions once you know which marketing channels are most efficient and how customers interact with your products on Amazon. This type of decision will assist you in increasing your Amazon sales. For some, this can mean putting more money into a particular marketing channel. Others may need to change the price of their items.


Furthermore, Amazon welcomes new sellers daily. According to Oberlo, a million new Amazon vendors join the platform each year. With so much competition, external traffic might be a lifeline for vendors trying to survive.


Reduce Amazon Advertising Costs

External traffic allows the user to access Amazon's listing competition and direct traffic to your storefront. When you generate visitors directly to your products, there's no need to pay for sponsored ads on Amazon.


Boost Your Seller Rank

External traffic can significantly boost the number of sales made in your Store. This has the potential to have a significant impact on your overall sales. Because one of the ranking factors in Amazon's A9 algorithm is sales velocity, the more sales you make, the higher your products will rank in the future.


Better Understand Your Amazon Customers

Amazon Attribution's insights can help you learn more about your customers than you ever have before. For example, you might find that one of your products isn't converting as well as you thought. Alternatively, customers may have a preference for one product over another.


Conclusion

You won't only be improving the performance of your Amazon business. These kinds of insights can help you enhance your business even if you're not using Amazon (off-site traffic). Amazon Attribution is a must if you run external marketing activities for your Amazon store and are serious about optimizing it. You can improve not only the effectiveness of your marketing activities but also the number of conversions.



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