What Is Amazon Attribution?
Amazon Attribution is a marketing tool provided by Amazon that allows brands and advertisers to track the effectiveness of their advertising efforts on the world’s largest ecommerce marketplace. It provides insights into how shoppers interact with a brand’s ads and how these interactions ultimately lead to sales.
Without this insight, business owners are effectively blind to the comparative effectiveness of their marketing efforts. You might know that a campaign generated 500 sales in January, but you won’t know which specific channels make up that total. Amazon Attribution consolidates on-platform and off-platform data to give marketers a comprehensive picture of where customers are coming from. Even better, it can break down the data by product, allowing businesses to see which products are resonating with customers and which ones may need more attention in their strategic advertising on Amazon and off.
How Amazon Attribution Works
Amazon Attribution works using a URL-based system similar to that of analytics tools on other platforms. Advertisers create unique tags for each campaign or channel they want to track, and these tags are added to the destination URLs of their ads. When a customer clicks on an ad with a tagged URL, Amazon Attribution captures that data and attributes it to the corresponding campaign or channel.
Amazon Attribution for Food Marketers
Amazon Attribution’s full-funnel view of the digital customer journey is a game changer for advertisers of all kinds, but especially those in the food and kitchenware space.
Larger purchases, such as appliances and cookware sets, require more consideration and research before a consumer makes a decision. With Amazon Attribution, marketers can now track and measure the impact of their digital ads on sales across the entire customer journey – from initial awareness to final purchase.
Products are added to campaigns by Amazon Seller Identification Number (ASIN), so it’s easy to track the performance of specific products or product categories as well.
Advanced Tracking with Amazon Attribution
Part of what makes Amazon Attribution so valuable is the fact that it delivers so much more than traffic data alone. Ads using connected URLs can be further dissected by click-through rates, impressions, detail page views, purchase rates, total sales and additions to shopping carts.
This level of granularity allows advertisers to analyze the entire customer journey and understand how each touchpoint contributes to a sale. It also enables them to identify which channels, ads and keywords are driving the most conversions, helping them make data-driven decisions when it comes to budget allocation and optimization.
Can Amazon Attribution Integrate with Existing Campaigns?
Yes! Amazon’s Advertising API works seamlessly with external platforms such as Google Ads, Facebook Ads and other third-party tracking tools. This allows advertisers to easily integrate their campaigns and track performance data from multiple channels in one place.
How to Set Up Amazon Attribution
Amazon Attribution is relatively easy to set up and use. There’s virtually no barrier to entry — users simply need to have an account on the platform and operate from a participating country. This section will walk you through the process of configuring Amazon Attribution so you can get up, running, and maximizing Amazon Ad performance in no time.
1. Log Into Your Amazon Seller Account
Start by logging into your Amazon Seller account on the Amazon Seller Central platform. Open the drop-down menu in the top left corner of the screen and select ‘Advertising’, then ‘Campaign Manager’.
On the following page, you’ll see several tabs. Navigate to the one that says ‘Measurement & Reporting’ and click on “Amazon Attribution”.
2. Set Up a Campaign
Next, it’s time to create a campaign in the Amazon Attribution dashboard. You have the option to either do this manually or by uploading a file. The former route is faster and makes the most sense when configuring a single campaign tag.
Name your attribution link in the ‘Campaign settings’ section that follows. Products can be added to the campaign using ASINs here as well. Amazon will then need information about your ad group and the context in which this new attribution link will be used.
3. Create and Deploy Your Attribution Tag
Generate your Amazon Attribution link by hitting the “Create” button in the top-right corner of the screen. With that URL in hand, you can now deploy it in your ad campaign. Simply add the link as a destination URL when setting up your ad on any platform.
This will allow Amazon to track and attribute conversions from the ads back to their source, providing you with valuable data on how effective your advertising efforts are.
Measuring ROI with Amazon Attribution Tools
So, we’ve established that Amazon Attribution can improve the performance of your marketing campaigns. But how do you actually do that? And perhaps even more importantly, how do you know it’s paying off?
Here are some tips for leveraging Amazon Attribution to track and measure ROI:
Set Clear Goals
Before you even begin your ad campaigns, it’s important to have a clear idea of what you want to achieve. Are you looking to increase sales, drive website traffic, or boost brand awareness? Set a key objective alongside several benchmarks to track progress.
For example, if your goal is to increase sales, you might set a benchmark of 20% increase in sales within the first month of running ads.
Use Unique Tracking Codes
Amazon Attribution provides unique tracking codes that can be added to your ad campaigns. These codes allow you to track customer actions and conversions across different touchpoints, such as social media, email marketing or influencer campaigns. Use different codes for each campaign to accurately measure the impact of each channel on your overall ROI.
Enhancing Campaign Effectiveness
Now that you know how to track progress and ROI, let’s discuss some of the ways it can be supercharged with Amazon Attribution.
Monitor and Analyze Data Regularly
Regularly monitor and analyze your data on Amazon Attribution to identify which touchpoints are driving the most conversions and where you may need to make adjustments in your ad strategy. For instance, your email marketing campaigns might be performing well while your social media ads are not. By identifying these trends, you can allocate more budget towards the successful channels and make necessary changes to improve the underperforming ones.
Utilize A/B Testing
A/B testing involves creating two versions of an ad and testing them against each other to see which one performs better. This can be a helpful tool when trying to determine the most effective messaging, imagery, or call-to-action for your ads.
Amazon Attribution is just one tool in Amazon’s growing suite of advertising solutions for food and kitchenware brands. As its use takes off, we can expect to see even more features and tracking capabilities roll out. So, the sooner you start using Amazon Attribution, the better positioned you will be to understand and optimize your advertising efforts on the platform.