Imagine that you have prepared a campaign to sell your products on Amazon , you have invested and used social networks, designed a good newsletter and you have launched it. And now what? How can you measure the results to keep control of your business? Discover what Amazon Attribution is and how you can benefit to take control of your business.
Index
What is Amazon Attribution and how can it benefit you
First, Amazon analytical tool . It is a totally free function for Marketplace sellers with which users who register their brand can easily evaluate the Amazon external advertising campaigns win a cashback for each sale generated by these campaigns.
At the same time you promote your products on Amazon Advertising , you can use external channels such as external advertising campaigns, social networks and/or email , of equal importance and scope, which also play a key role in the purchase process to your business sales
With the aim of measuring the results of a campaign , Amazon Attribution extracts information from the multimedia channels to Amazon that you have used for the campaign. In addition, this function is available in the United States, the United Kingdom, Canada, Spain, France, Italy and Germany.
As we have said, each sale generates a cashback on the amount of the order that is impact on your Amazon balance in the form of discounts on the Fees that the platform applies.
What functions does Amazon Attribution have?
On the one hand, Amazon Attribution provides information about marketing campaigns that develop outside Amazon, which lead to the pages of the product and Amazon stores. Besides, it serves to monitor the activities of purchase of customers in Amazon, that is, of the entire process that they carry out step by step. We can divide it, mainly, in the three functions that we will see below.
Campaign measurement
Amazon Attribution makes reports available to users. These include the necessary information to analyze traffic metrics to your ad, measuring from the views on the pages to the products added to the basket, including Amazon conversion metrics . Specifically, collect the following data:
- Percentage of clicks or CTR (click-through rate)
- Impressions: number of times a product has been seen
- Detail page views or detail page views
- Number of purchases on each channel
- Each product added to the cart
- Total sales
Campaign optimization
Second, identifying your target audience leads to the improvement of the campaign. As? You can focus your campaign on the channels that work best thanks to finding out the effectiveness of the following elements of your campaign:
- Search ads
- Ads in social networks
- Display ads
- Video ads
- Marketing e-mail campaigns
You can add, both the channels given by Amazon Attribution (YouTube, Tiktok, Google Ads ...) and your own channels.
Campaign planning
Third, if as in the previous point, we have seen how and where customers respond better, we can adapt the business plan for the next ADS campaigns.
In addition, you will have a clearer vision of both payment traffic and organic traffic that your product receives on Amazon. In this way, you can reinforce the areas where you see weaker data to guide your target audience towards the final purchase. Apart, organic traffic will improve your position in the Marketplace.
The 4 main advantages
- Provides information about the sales funnel: it sheds light on the conversion metrics of buyers during the purchase process: from new brand buyers, to those added to the basket and sale. In this way, you can assess and adjust your strategy to generate brand awareness.
- Measure performance: Allows access to data on the real impact of sales. In this way, you can know which channels are the ones that work best for your business and do without those who do not provide results.
- It covers all types of devices: gather data from all conversions, whether computers, laptops or mobile devices.
- Prepare multidimensional and visual reports: in order to review the performance of the campaign, you can extract the report you want as you need information about the channel, the campaign, the keyword, the material or the product.
How can you use Amazon Attribution
Follow the purchase process on Amazon
To begin with, the monitoring options allow to identify where buyers from outside Amazon come with link to product details pages or the Amazon Store. In this way, you can measure the effectiveness of your campaign when showing your product and generate conversions.
More strategic campaigns
Secondly, when you have a clear idea of the purchase process, you can identify the strengths and weaknesses of your campaigns, take the opportunity to launch a remarketing, cross sales or even design new products.
Know your customers better
Once you have used labels, you can collect information about your target audience according to social media publications linked to your store and your product pages.
Improve your investment
If you control traffic monitoring for brands and vendors, you can identify if your marketing campaign needs to reinforce or dispense with a specific channel. In this way, you understand the return on investment (ROI), which allows more exhaustive control of the money in campaigns.
Generates brand awareness
Also, using Amazon Attribution is key to brands whose catalog is only available in the Marketplace, this being its only way to achieve online visibility. Resorting to this function helps attract more buyers who trust the Amazon seal more than an external seller.
Measure your brand traffic
To measure traffic, you have to use labels to customize the URL and thus measure clicks and conversions for each resource related to the Amazon product. Thanks to these labels, it is easier to study the results of each channel.
Amazon Attribusion tags are key to seeing the results of each campaign on Amazon products pages. They allow access to specific statistics to discover where your buyers come from.
For example:
- ADS Display
- ADS payment of external platforms such as Google
- Blog items
- Publications in Social Networks
- Organic searches
- Newsletters in e-mail marketing
Instead of waiting for buyers to find your products on Amazon, optimize your listings and start knowing your target audience. More traffic is synonymous with more sales, as long as it is well directed traffic of a well -defined target audience.
In conclusion, having all the necessary data is key in order to optimize and plan your digital strategies. Whether you are taking your first steps in Amazon as if you already have experience in campaigns, Amazon Attribution gives you a clear vision of the results of this strategy. Do you want to discover what works with your customers to benefit your brand? Take advantage of the functions of this tool and take your brand to success.
In Azzgency we are experts in Amazon Attribusion campaigns and we have our own tools for measurement. Contact us for more information .
