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

Virginia Miller

July 21, 2024

In this article

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What Is Amazon Attribution?

Amazon Attribution is a measurement system that analyzes the impact of advertising campaigns run on channels outside of Amazon. It shows how those ads influence shopping activity and sales for your products on Amazon.

With Attribution, brands can see how their ads on platforms like Facebook, Google, and more affect key metrics like:

Product detail page views
Add to carts
Purchases
Total sales revenue

Having this data allows brands to optimize their external advertising and maximize returns.

How Does Amazon Attribution Work?

Amazon Attribution works by creating tracking URLs (tags) that you place in your ads on external platforms. When a user clicks your ad, the tracking tag follows them and measures their activity if they visit your Amazon product pages.

The Attribution tag provides conversion data like:

Clicks
Impressions
Detail page views
"Add to carts"
Purchases
Total attributed sales revenue

Having this full-funnel data allows you to see which marketing channels and campaigns drive the most high-quality traffic to Amazon. You can use these insights to optimize your external advertising and focus budgets on the highest performing platforms and creatives.

Tips for Using Amazon Attribution

Here are some tips on making the most of Amazon Attribution:

Create separate tracking tags for each advertising channel and campaign. This allows you to measure performance at a granular level.
Use the data to identify your best performing marketing platforms and reallocate budgets accordingly.
Test different creatives and messages to see which resonate best with your audience.
Use the customer behavior insights to refine product listings and improve conversion rates.

Benefits of Amazon Attribution

Here are some of the key benefits sellers see from using Attribution:

Identify your most valuable marketing channels - Find out which external traffic sources are generating sales so you can double down on what works.
Optimize underperforming campaigns - The rich analytics show where you're losing customers so you can plug those holes.
Lower advertising costs - Drive external traffic to reduce spend on Amazon's expensive sponsored ads.

With Attribution providing previously unavailable performance data and insights, it’s become an invaluable asset for brands selling on Amazon.

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Next article: 9 Of The Best Free Tools For Amazon FBA Sellers 2021

FAQs

What is Amazon Attribution?

Amazon Attribution is a measurement system that analyzes the sales impact of external traffic sources like search, display, and video ads. It allows brands to track conversions from ads run outside of Amazon.

How does the Amazon Attribution API work?

The API works by generating tracking URLs that provide access to conversion data. Brands can add these tags to their external ad campaigns to track how many impressions, clicks, detail page views, and purchases come from each source.

What metrics does Amazon Attribution provide?

Key metrics include: impressions, clicks, detail page views, add to carts, purchases, total sales, new customers, and more. Marketers get a complete picture of campaign performance.

How can brands use Amazon Attribution?

Brands can measure ad performance, optimize campaigns, and develop future marketing strategies to drive more revenue based on channel insights from Attribution.

What are the benefits of Amazon Attribution?

Benefits include identifying high-performing marketing channels, improving existing campaigns, driving more sales to Amazon, and better understanding customer behavior.

Why drive external traffic to Amazon?

Driving external traffic to Amazon listings can help brands reduce Amazon ad costs, improve ranking, and gain customer insights while increasing sales velocity.

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