Here’s Why You Should Care about Amazon Attribution

Amazon Attribution enables on-demand access to conversion reporting. This tool makes advertising fairly simple – at no cost.

Successful Amazon sellers come in all shapes and forms: some of them are not even on the platform,  while others use a lot of external marketing efforts to make the most out of it. But, how can you keep up? 

Amazon Attribution helps you track how your external marketing efforts impact your sales, giving you clear data on what’s working and what’s not. This intel is invaluable for optimizing your ad spend and refining your marketing strategy.

What is Amazon Attribution?

The Attribution model allows merchants to track the performance of their non-Amazon marketing campaigns, and connect those efforts to sales on the marketplace. 

In short, this tool gives you insights into sales triggers and conversion metrics, and it tells you which channels are most effective at driving traffic to your listings.

Before Amazon Attribution, it was nearly impossible to measure how external campaigns impacted your Amazon sales. Brands were left in the dark, spending money on ads without knowing whether those clicks translated into actual sales. 

A proper Amazon marketing campaign attracts sales on and off the marketplace. But effective campaigns also detect the “touch points” where customers shop for products. This is the key to Amazon Attribution. It tracks social paid traffic and ad metrics that can later convert customers.

 

Why Use Amazon Attribution?

Amazon boasts a higher conversion rate due to its outstanding and loyal customer base.

Before Amazon Attribution was released, it wasn’t easy to quantify a shopper’s journey through the web. But now, this tool allows you to gauge the impact of search, email, social, display, and video ads.

To do so, Attribution collects real-time data on shoppers’ search and purchase behavior. So, the program reviews how users search for and find products, and what they end up buying.

Amazon Attribution is great for:

1. Measuring the effectiveness of a particular off-site advertising channel on Amazon sales.
2. Using on-demand attribution reporting to base in-flight optimization.
3. Reviewing Amazon audience insights and offsite channel performance to further plan marketing strategies.
4. Using metrics on detailed page views, add to carts, sales, and purchase rates to tweak strategies.

 

With this data, you can better see how your sales are affected by offsite channels and optimize your campaigns appropriately.

 

Amazon Attribution is great for:

1. Measuring the effectiveness of a particular off-site advertising channel on Amazon sales.
2. Using on-demand attribution reporting to base in-flight optimization.
3. Reviewing Amazon audience insights and offsite channel performance to further plan marketing strategies.
4. Using metrics on detail page views, add to carts, sales, and purchase rates to tweak strategies.

 

In short, this tool offers unique insights into sales triggers and conversion metrics, through a comprehensive view of different marketing strategies and how they perform.

This way, there can be no doubt about which channels are really bringing in solid numbers.

 

Is Amazon Attribution Free?

The great news is that Amazon Attribution is free for sellers who are part of Amazon Brand Registry. This makes it a cost-effective tool that provides valuable insights without adding extra expenses.

There are also other instances when Amazon attribution becomes free, such as:

• Vendors selling products directly to Amazon (also known as first-party sellers), you also have access to this tool at no extra cost.
• Marketing agencies that manage Amazon advertising for brands can use Attribution for their clients, also free of charge.

How Advertisers Can Use Amazon Attribution

Amazon Attribution works by generating unique tracking links, called Attribution Tags. These tags help monitor how customers move from your ads to your Amazon listings, allowing you to track metrics like clicks, detail page views, add-to-cart actions, and purchases.

1. You create an Attribution Tag for each ad or marketing campaign.
2. Customers click on your ad and are directed to your product on Amazon.
3. Amazon tracks the customer’s actions, from clicking on the product page to making a purchase.
4. You get detailed data on how well each of your ads perform, such as how many people clicked on your ad and how many made a purchase.

 

Let’s say you’re running a Facebook ad campaign for a new product launch. When customers click on your ad, the Attribution Tag tracks their journey all the way to the purchase point on Amazon.

This data can reveal which Facebook ads drove the most traffic and sales, helping you optimize your ad budget for future campaigns.

 

What Are Amazon Attributes?

Amazon Attribution doesn’t just tell you that an ad worked, it also gives you specific metrics that show you how well your marketing campaigns performed. These are attributes, which provide detailed information on different stages of the customer journey. For example:

• Impressions. The number of times your ad is shown to potential customers.
• Clicks. How many people click on your ad.
• Detail Page Views. The number of times people click through to view your product’s detail page.
• Add to Cart. The number of times customers add your product to their shopping cart, after clicking on your ad.
• Purchases. How many sales were made as a result of your marketing efforts.
• Sales Revenue. The total amount of money generated from those sales.

 

These details give you an inside look at how well your amazon marketing strategies are working towards your specific goals. 

For example, if you see a lot of clicks but not many purchases, it could mean that your ad is getting attention, but the product page or price isn’t convincing people to buy. You can then make changes to improve your conversion rate.

 

Who Can Use Amazon Attribution?

If you’re a seller in one of the following countries, you can start using Amazon Attribution to track how your ads perform:

• United States
• Canada
• Mexico
• United Kingdom
• Germany
• France
• Italy
• Spain
• Netherlands

 

Note that some sellers located outside these countries can also access the tool, provided they sell products in the territories listed above.

If you sell products in multiple countries, Amazon Attribution helps you see how well your ads perform in different regions. Marketing campaigns that work well in one country may not work the same way in another. 

With Attribution, you can adjust your strategies based on what works best in each market, optimizing your ad spend across the globe.

Why Is Amazon Attribution Worth Your Time?

While Amazon Attribution is free, it does require some setup and ongoing management. You’ll need to create tracking links, review the data regularly, and make adjustments based on the results. 

However, the time investment is worth it because the insights you gain can help you make better marketing decisions, improve your sales, and maximize your ROAS.

Let’s say you specialize in selling fitness equipment, and you decide to run a series of ads on Google and Facebook for a new range of resistance bands. Using Amazon Attribution, you create unique tracking links for both platforms.

After a two-month campaign, the data reveals:

• Google Ads. 200,000 impressions, 10,000 clicks, 300 purchases, and $15,000 in sales.
• Facebook Ads. 100,000 impressions, 5,000 clicks, 150 purchases, and $8,000 in sales.

 

From this, you learn that although Facebook is more cost-effective in terms of clicks, Google ads are driving more purchases. You can now shift more of your ad budget to Google, doubling down on the platform that delivers the best ROI.

 

How to Get Started with Amazon Attribution

Here’s a simple step-by-step guide to get started:

 

Amazon Attribution Login

1. Join Amazon Brand Registry. If you haven’t already, sign up! This is necessary to access Amazon Attribution.
2. Log into Seller Central and visit sellercentral.amazon.com/attribution.
3. Click “Register”. This will trigger an email invitation to your account.
4. You will receive an email from DSP Support. If you don’t receive the email, check your Spam folder or resend your invitation.
5. Click “Accept invite & sign in” to log into the Amazon Attribution console.

 

If you’d like to invite additional brand and agency partners, go to the “User management” page under “Manage” in the top navigation bar.

Now, let’s see how advertisers can use Amazon Attribution.

1. Sign in and click on “Create Campaign.” Add the products that you want to use to measure conversions.
2. Create Attribution Tags. Set up tracking links for each of your external marketing campaigns (like Instagram posts, or Google search ads). These links will help you track where your sales are coming from.
   1. You can create ad groups stating the publisher (like Facebook) and channel (social media) for the campaign.
3. Implement tags across your search ads, social ads, display ads, video ads, and email marketing.Attribution will then begin tracking from origin to Amazon checkout.
4. Monitor campaign performance. As your ads run, check the Amazon Attribution dashboard to see how each campaign performs. You’ll be able to track clicks, detail page views, purchases, and more.
   1. You can access Attribution reports via the ad console, or through Amazon DSP.
5. Adjust and optimize. Use the data to optimize your marketing strategy. Focus on campaigns and platforms that deliver the best results and adjust or stop campaigns that aren’t performing well.

 

Conversion Metrics Analyzed by Amazon Attribution

Add to cart (ATC).  Add to cart views (ATC views).  Click redirect.  Click-through destination.  Click-through rate.  Cumulative reach.  Detail page views – clicks.  Detail page view – rate.  Detail page views – views.  Impression pixel.

(Campaign) Impressions.  Line item.  Total sales.  Purchase rate.  Purchase clicks.  Purchases views.  Total purchase rate clicks.  Total Add to Cart rate.  Total Add to Cart rate clicks.

 

Improving Your Marketing Strategy

Amazon Attribution helps you make smarter decisions about where to spend your ad dollars. Here’s how it can enhance your marketing strategy:

• Maximize your ad spend. By tracking which ads lead to sales, you can shift your budget toward campaigns that work and cut spending on ones that don’t.
• Improve your sales funnel. If you notice that people are clicking your ads but not making purchases, you can troubleshoot why. Amazon Attribution gives you the data to make these adjustments.
• Test different platforms. Not sure if Google ads or Facebook ads work better for your product? Amazon Attribution helps you compare results from different platforms so you can focus on the ones that drive the most traffic and sales.
• Track seasonal trends. You can see how marketing campaigns perform during key times of the year, allowing you to ramp up ads when they’ll be most effective.

 

Final Thoughts

The details that Amazon Attribution provides are a big factor in determining the best marketing channels and strategies for a particular brand. This is a powerful, free tool that gives you valuable insights into how your off-Amazon marketing efforts lead to sales.

On top of that, you will be able to quantify your conversion rate by knowing from which external channels your customers are coming to your Amazon page. By tracking impressions, clicks, and purchases, you can make data-driven decisions to improve your ad performance.

Driving external traffic to Amazon may lead to gaining a privileged position. This translates into more visibility and, at best, winning the much-coveted Buy Box.

If you’re serious about growing your business, using Amazon Attribution is a no-brainer. Targeting potential customers and measuring their behavior across channels is a luxury that you cannot afford to miss out on.

 

Authors

Julia Valdez is a teacher and long-time lover of the art of words on paper and the stage. She has an entrepreneurial heart and spends most of her time doing marketing and management, freelance content writing, volunteer work, and sharing lots of laughs over little crazy things.

 

Antonella Fleitas is highly adept at creating fact-based, evergreen content about science, language learning, and culture. Her main goal is to build a strong content foundation for her clients, based on meaningful stories that people can learn from.