Amazon advertising is gradually expanding. To help and enhance seller efforts, it is continually adding new features. An Attribution dashboard has been introduced to the Amazon advertisements panel. Through this, retailers can attract visitors from sources other than Amazon, such as Google and other social networking sites like Facebook and Tiktok.
Table of Content:
- What is Amazon Attribution?
- Who can use Amazon Attribution?
- How Does Amazon Attribution Help You to Get Off-Amazon Traffic?
- How to Create an Amazon Attribution Link?
- Best Practices of Amazon Attribution
- Insights
What is Amazon Attribution?
Amazon Attribution is a measurement and analytics tool provided by Amazon that allows advertisers to track and analyze the impact of their off-Amazon marketing activities on Amazon sales and conversions. It helps advertisers understand how different marketing channels and campaigns drive customer engagement and ultimately influence purchase decisions on Amazon.
The tool provides a way to attribute sales and conversions on Amazon to specific marketing efforts outside the Amazon platform. It does this by assigning unique tracking codes or pixels to the marketing assets used in various channels such as search ads, social media ads, display ads, videos, blogs, email marketing, and more. These codes or pixels enable tracking customer interactions and behavior as they navigate from those channels to Amazon and make purchases.
Amazon Attribution measures Off-Amazon advertising media, including your brand’s search ads, social media, videos, blogs, and email marketing. This data is available to you in downloadable reports at any time through your console.
Who can use Amazon Attribution?
Amazon Attribution is available to advertisers who meet certain eligibility criteria. The following entities can use Amazon Attribution:
- Brand Registry: Amazon Attribution is available to Sellers who have registered their brands with Amazon and meet the program’s eligibility standards.
- Vendors: Organizations who act as wholesale suppliers to Amazon and sell their goods there may take advantage of Amazon Attribution.
- Authors that use Kindle Direct Publishing (KDP) to self-publish their books and have those works available on Amazon are eligible to use Amazon Attribution.
How Does Amazon Attribution Help You to Get Off-Amazon Traffic?
Amazon Attribution basically helps you in determining the effectiveness of your non-Amazon advertising efforts in driving traffic and converting customers to Amazon. Although it doesn’t produce off-Amazon traffic for you directly, it offers information and analytics that can guide your marketing plans and help you maximize your efforts to get traffic to Amazon. Here’s how Amazon Attribution can help in getting off-Amazon traffic:
1. Performance Measurement: Amazon Attribution allows you to track the performance of your off-Amazon marketing channels such as search ads, social media ads, videos, blogs, and email marketing. By assigning unique tracking codes or pixels to these channels, you can measure their effectiveness in driving traffic and conversions on Amazon. This data helps you understand which channels are performing well and driving the most traffic to Amazon.
2. Audience Insights: Amazon Attribution provides valuable insights into how different audiences engage with your off-Amazon marketing campaigns and subsequently convert on Amazon. By analyzing the data, you can gain a deeper understanding of your target audience’s preferences, behaviors, and purchase patterns. This knowledge can help you tailor your off-Amazon marketing strategies to better reach and attract relevant traffic to Amazon.
3. Optimization Opportunities: With Amazon Attribution’s data and reports, you can identify the best-performing marketing channels and campaigns. This allows you to optimize your marketing efforts by focusing more on the channels that are driving the most traffic and conversions to Amazon. By reallocating resources and refining your messaging, you can maximize the impact of your off-Amazon marketing activities and generate more off-Amazon traffic directed to Amazon.
With Amazon attribution, you can now measure outside Amazon traffic and sales. For Amazon, this is a form of lead generating. You’ll benefit from more outside traffic to Amazon. It may also enable you to cut back on advertising expenses. The cost per click (CPC) on Amazon advertising is typically greater than on other platforms. As a result, you can keep a lower CPC and drive people to Amazon with Amazon attributions.
How to Create an Amazon Attribution Link?
From the campaign manager tab, you need to go “Measurement & Reporting” option, and then you’ll find the “Amazon Attribution” option. From the Amazon Attribution option, you can create an Amazon Attribution Link.
We have a separate Blog on ‘How to Create Amazon Attribution Link’ You can find it below link:
Best Practices of Amazon Attribution
- Create your campaigns based on the advertised products or goals
Once you’ve identified your measurement goals, create a campaign for each objective. For example, if you would like to learn how ads on both Facebook and Pinterest are driving consideration for your products on Amazon, create an Amazon Attribution campaign for each publisher.
- Consider your goal when selecting the click-through URL
If your goal is to drive sales for a specific product, include a link to a product detail page. If you want to drive consideration across several products, it’s a good idea to provide a link to your Store on Amazon.
- When building an ad group, determine the strategy or tactic for each tag
Create separate ad groups for awareness, purchase, and consideration. You can also create an ad group for each creative you’re running and test how each creative performs on the same channel. The number of ad groups you create should vary based on how high level or granular you would like to see your reporting.
- Create several attribution tags per campaign
Create a tag for each individual ad, link, and button within your Off-Amazon media to obtain insights for each unique tactic and/or creative.
- Confirm you’re driving traffic two days after implementing tags
Then continue to check your campaigns weekly to optimize their performance.
- Try the bulk upload feature
Use the bulk upload option if you’re using Google search or Facebook or Instagram ads to tag and measure up to 100,000 Google search keywords or 8,500 Facebook or Instagram ads by uploading a single file.
- Earn a bonus on sales from the traffic you drive and measure
Remember to enroll in the Brand Referral Bonus program to earn a bonus averaging 10% of product sales driven by Off-Amazon Marketing efforts that are measured by Amazon Attribution.
Insights
Amazon Attribution is a new beta measurement solution. AMZN implemented this service to help sellers track their external advertising efforts. Amazon Attribution provides sellers with sales impact analysis from off-Amazon advertising efforts. The tool provides you with detailed analytics and insight to help you understand which external traffic sources yield the best results.
Hope you have a clear idea of the Amazon Attribution link and Off-Amazon Marketing. If you have any confusion or questions about this content, please let us know in the comment section. We are ready to help you with those.
To learn more about Amazon Attribution and Off-Amazon Marketing, you can email us your queries through this email: info@ecomclips.com
