Will Amazon Attribution help brands boost sales?
The giant named Amazon has recently released a beta-version of measurement solution that allows tracking sales and traffic from all off-Amazon advertising efforts: Facebook or Google, newsletter, or any other traffic that goes to an individual product listing. Amazon Attribution tracks the main KPI – sales, conversion rate, detail page views, adds to carts and has a list of all the metrics available that can be considered in more depth for brands to optimize web-marketing efforts.
Currently, it is available and free for vendors in the US and the UK. Enrollment is accessible only by an invitation after signing up through Amazon webpage. US eligible brand-owners can request access to Amazon Attribution through Seller Central. Once signed up, vendors receive an email with an invitation from Amazon within two weeks.
How it works
Amazon Attribution is similar to UTM codes in Google Analytics. The tracking is enabled by adding attribution tags to your click-through URL for any publisher – social, video, email, display, search or any other publisher with the respective channel selected. Once the Attribution tag is generated, it can be implemented within the chosen off-amazon advertising channel. The attribution tags track impressions and clicks from all off-amazon channels and thus connecting conversions among different channels. For display and video advertising, the tracking is provided through the 1×1 image impression pixel which is added to impression events on the ad. Tags may contain all the metrics required for a deep analysis, including channels, campaigns, and keywords. Note that Attribution tags can’t be used for ads within amazon.
The metrics in the application are based on a 14-day tracking period during which it monitors customer’s behavior which preceded a purchase. If the customer is engaged with a few ads in different channels, only the last channel will be associated with the conversion. Also, Amazon Attribution monitors customer’s views and clicks across multiple devices, like PCs, phones or tablets.
- Promoted conversions – conversions for certain ASINs which are advertised
- General conversions – conversions for certain ASINs as well as similar items of the same brand.
Why you should try Amazon Attribution
The data provided by this amazon solution can be used for a deep analysis of the effectiveness of different channels, items, etc. In essence, it’s just a way to get a clear picture of how much traffic converts to purchases on Amazon. The data will help brands refine their advertising efforts and direct their budget to channels that perform best. Besides, driving traffic to the best products or best-sellers results in a better conversion rate. Amazon as the leading trading platform is more likely to bring more conversions than any other e-commerce website. The reason for that is in customer’s trust in amazon which is considered as the first marketplace to choose for online purchases.
Amazon Attribution is in its early days and it needs to be fine-tuned, but the whole concept is very exciting.