Your Guided Tour Through Amazon Attribution: An Easy-to-Follow Guide
In today’s marketplace, advertisers have no choice but to be obsessed with learning about their customer base in order to get relevant content in front of their audience. Amazon gets this, which is why they introduced attribution tags. Giving Amazon more information about the consumer and incentivizing advertisers to drive more traffic to Amazon, the program is just as much a win for them as it is for the advertiser.
In this post, we’re going on a guided tour through all things Amazon Attribution. We’ll discuss everything from the basics of Amazon Attribution to more advanced features such as attribution models, campaign reporting, and more. By the end of this post, we hope you’ll feel more confident working with Amazon Attribution to optimize your ad strategies.
Let’s start this tour at the very beginning: with a definition of Amazon Attribution. Amazon Attribution is a tool that allows marketers to track their advertising performance across multiple channels, including social media, Google or Bing ads, and search engine optimization (SEO). This data allows them to measure the effectiveness of their non-Amazon campaigns based on the customer journey and optimize strategy accordingly.
What is an Amazon Attribution Tag?
Next stop: the Amazon Attribution tag itself. This crucial part of the tracking process is a unique code you append to your campaign URLs to connect your data from the consumer with their purchasing journey after they move onto Amazon’s platform. Does the consumer buy the product? Or do they leave the page without a conversion happening? This helps identify which ads drive more traffic or conversions to your Amazon pages. It can even help you gain insight into how well the market responds to your products themselves.
How to Set Up Amazon Attribution
Onto the Amazon Attribution account set-up station; let’s talk about how to actually set up your Attribution Account. Before you ever build your first campaign, you must be an approved participant in Amazon’s Ads program. From there, you’ll be able to follow the steps to set up an Amazon Attribution account where you can create the attribution tags and configure your campaign dashboard.
Now that you’ve set up your Amazon Attribution account, we can explore campaigns. There are several different types of campaigns available, and we’ve broken them down for you by their purpose so you know which option will fit the kind of ad you’re running.
Branded Campaigns: These are great for tracking branded search terms such as “[brand name] [product/service]” as well as non-branded keywords related to products or services offered by your company.
Generic Campaigns: This type of campaign tracks generic keywords related to products or services such as “shoes” or “jewelry” as well as general browsing behavior from users across multiple sites or search engines. It can help identify what types of users could potentially be interested in what products or services you offer on your site.
Social Campaigns: These campaigns track user behavior when clicking on sponsored ads or posts on social media platforms such as Facebook, Twitter, Instagram, etc., helping you gain insight into which messages perform best across different social platforms and audiences.
Shopping Campaigns: These are ideal for tracking clicks on shopping ads placed on other websites such as Google Shopping Ads or Bing Shopping Ads, helping you see which ads performed best in terms of clicks or conversions.
Metrics to Measure
From campaigns, we’ll move on to measuring performance. Here are some key metrics you should be monitoring:
Impressions: How many times was the ad seen by a potential customer?
Clicks: How many times did someone click on the ad?
Cost Per Click (CPC): How much did it cost each time someone clicked on your ad?
Conversion Rate (CVR): What percentage of people who saw the ad ended up taking action and purchasing something?
View Through Conversion Rate (VTCR): What percentage of people who saw the ad but didn’t click on it still ended up taking action at a later point in time?
By monitoring these key metrics, you’ll be able to learn a lot about how effective your campaigns have been and make adjustments accordingly if needed.
Utilizing Custom Parameters
Our final stop on this Amazon Attribution tour is custom parameters, which provide additional information about user behavior associated with specific items like a particular product SKU or keyword phrase used when searching for products online (e.g., “men’s running shoes”). With these parameters, you can pinpoint precisely which items users interacted with during a given session.
What specific insights can you gain from using these custom parameters? Let’s dig deeper.
For branded campaigns, using product SKUs can help identify which items drove clicks and/or conversions after being searched directly by potential customers.
For generic campaigns, using keyword phrases can help identify which phrases drove clicks and/or conversions after shoppers searched them within search engines like Google. For example, if someone searched “men’s running shoes” within Google, marketers can look at their analytics dashboard to see which items drove clicks after this keyword phrase was used.
For social campaigns, using content titles can help identify which posts drove clicks after being shared/liked by others.
For shopping campaigns, using referral URLs can help identify which ads drove clicks after being seen across different shopping sites.
Wrapping up the Tour
We’ve now reached the end of our tour of Amazon Attribution. We hope you’re feeling more comfortable with the overall system, as well as the more advanced functions in the campaign dashboard. Happy campaign monitoring!