Brands looking to gain insight into their advertising effectiveness should be aware of Amazon Attribution. This analytical feature, beta-launched in 2018, was created to measure the impact of display, search, and video channels based on how consumers discover, research, and buy their products on Amazon.
Amazon Advertising updates include Amazon Attribution beta
Amazon has spent the last year updating and streamlining its interface and features, especially since announcing the single unified brand under Amazon Advertising in September 2018. Other updates have included launching Amazon Advertising in Mexico and Australia, adding Amazon Stores, updates to include new bidding and targeting for Sponsored Products, new-to-brand options, the Brand Dashboard, and more. One crucial piece is advertisers wanting to understand how customers who end up purchasing their products on Amazon arrive there in the first place. With Amazon Attribution, brands should be able to gain a better understanding of advertising impact across offsite channels.
How Amazon Attribution works
“Amazon Attribution’s unique conversion metrics — including Amazon detail page views, purchase rate, and sales — give you a comprehensive view into how each of your marketing tactics contribute to shopping activity on Amazon,” says the program’s landing page. The goal is to determine what is working, and maximize your effectiveness when it comes to advertising across the board. Amazon Attribution allows you to:
Measure: Gain insight into advertising channel effectiveness through Amazon sales impact analysis.
Optimize: On-demand attribution reporting allows for in-flight optimization.
Plan: Review channel performance and relevant Amazon audience segment insights to help plan future marketing strategies that can maximize ROI.
Amazon Attribution works by adding a 1×1 pixel to campaign creative or ads. These pixels then measure clicks and attributions on any website (from a brand’s own site, to Google, Facebook, or virtually anywhere). If a customer ends up Amazon, it then shows how a customer arrived to browse and purchase that product.
How successful can it be?
In a listed case study of Amazon Attribution in use, Exverus Media (which manages media strategy, planning, and buying for Premier Protein) was looking for a way to understand its cross-channel digital advertising contributions to sales on Amazon. Premier Nutrition observed a 96% quarter-over-quarter growth in sales and a 322% year-over-year growth in sales on Amazon for its Premier Protein products after implementing Amazon Attribution.
One downside is the metric that reports sales includes sales from both third-party listings and vendor listings, regardless of who made the sale. Another issue, is Amazon’s opaque methodology, which could limit understanding and practical implications.
How to get started
Learn more about Amazon Attribution with Amazon’s own videos and FAQs. For now, the program is still in beta and is a self-service tool. It is available to vendors in the US with limited UK availability, and is free for advertisers. The reporting program is separate from other Amazon Advertising insights (such as the Brand Dashboard), so users may need to use multiple systems. Use your vendor code and sign up here.
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