Joe Pizer — June 3, 2020 What is Amazon Attribution?
Amazon Attribution allows advertisers to measure the impact of non-Amazon search, social, display, email, and video media channels that drive searchers to buy your products on Amazon. Examples include third party search ads that lead directly to Amazon product pages, keywords with sitelinks, and social media advertising that directs users to purchase directly on Amazon.
Amazon Attribution reports contain publisher metrics such as impressions and clicks, as well as Amazon conversion metrics, such as detailed page views, add to carts, and purchases.
Why does Amazon Attribution matter?
If you are selling on Amazon, some of the customers you are reaching with other paid media may be converting on Amazon and this is almost certainly a blind spot when you are measuring the ROI of that media.
Amazon Attribution allows advertisers to better understand the impact of their paid search, social and eCommerce channels together. This reporting also provides a holistic view of how each marketing tactic contributes to a brand’s shopping activity on Amazon.
How does Amazon Attribution work?
Amazon Attribution requires adding attribution tags to the click-through URL of your third party search ads (or other media to be tracked). Once you’ve implemented your attribution tags and your ads are being measured, Amazon Attribution is then able to report which campaigns, channels, ads, or keywords help to drive conversions for your brand on Amazon. Advertisers can decide where they place attribution tags to determine the level of their reporting output.
How should I use Amazon Attribution data?
Now that Amazon Attribution conversions are available for third party search and social ads, advertisers can use this reporting as part of their search and social workflow and optimization strategies.
In summary, Amazon Attribution provides an excellent tool for brands to understand how non-Amazon media is helping to drive sales for their brand on Amazon. It also allows advertisers to develop optimization and budgeting strategies across paid media channels that will ultimately increase efficacy and ROI. Want to learn more? Schedule a demo with one of our account representatives today!
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