The right way to Use Amazon Attribution for Promoting Campaigns
Every Amazon seller knows how difficult it is to track and measure the impact of external advertising channels on sales. It doesn't matter how you drive clicks to your Amazon page. Once consumers land on the site, anyone can guess what is happening.
Fortunately, that's no longer the case. Amazon Attribution allows specific sellers to keep track of what happens to each user they submit to the platform. In this post, I'll explain everything you need to know about Amazon Attribution, including:
- Who can use Amazon Attribution
- the benefits of using Amazon Attribution
- How to set up Amazon Attribution
- What can you track with Amazon Attribution?
What is Amazon Attribution?
Amazon Attribution is a new tool that promises to grow your Amazon business by enhancing the experience outside of the Amazon platform.
In particular, the tool provides analytical insights into the impact of non-Amazon marketing channels such as search, social media, display, PPC, and email marketing on sales on Amazon. It can also track the traffic sent to another website that will ultimately be converted on Amazon.
Access to Amazon Attribution is possible either through the platform's self-service console or through tools that are already integrated into the Amazon Advertising API.
What does Amazon attribution cost?
Amazon Attribution is currently available for free. This is great news for ecommerce owners.
Who can use Amazon Attribution?
Amazon Attribution is currently only available to sellers registered with the Amazon Brand Registry and to sellers in the United States, Canada, United Kingdom, Germany, Spain, France, and Italy. That can change in the future. So keep your eyes peeled when you find yourself in a different place.
What can you track with Amazon Attribution?
With Amazon Attribution, you can track a number of metrics that can affect ecommerce sales, including:
- Click through
- impressions
- detailed page views
- Purchase price
- Add to Cart
- Total sales
How does Amazon Attribution work?
Amazon Attribution uses parameterized URLs – essentially a tracking URL. When users click the link and go to your store, Amazon can keep track of exactly what they are doing.
It's a bit like a combination of Facebook's Pixel and Google Analytics. Everything people do the moment they click your ad is tracked, and you can see it all in one easy-to-use dashboard.
4 Amazon Attribution Features You Will Want To Try
Amazon Attribution isn't just a URL tracking tool. It has several key features that marketers want to take advantage of.
1. Amazon Analytics with a full funnel
Amazon Attribution significantly increases the amount of data that funnel brands can access. You're not limited to just conversion data. Instead, Amazon is lifting the curtain on how consumers interact with your product on their platform, providing metrics such as clicks, detailed page views, and how often customers add your product to their shopping cart.
2. On-demand Amazon conversion metrics
You can view campaign performance as needed. Real-time reports enable marketers to optimize their marketing campaigns faster than ever before.
3. Customer insights
Because of the plethora of metrics that Amazon Attributes offers, marketers can understand how the users they send to their store will behave when they get there. Do you add the product to your cart as soon as you land on a page? Can you find another product that you prefer? Are they not buying anything at all? With Amazon Attribution, you can answer all of these questions and more.
4th Separate tracking for each advertising channel
With Amazon Attribution, marketers can create different tags for each marketing channel. Facebook ads, Google AdWords, blog posts, social media posts don't matter. You can create hundreds of tags to always have detailed information about the performance of each channel.
Why is Amazon Attribution such a big deal?
It's no exaggeration to say that Amazon Attribution could be a transformation tool for sellers and sellers alike. Before creating the tool, tracking marketing campaigns outside of Amazon was an absolute nightmare.
There was simply no way to differentiate traffic from separate marketing channels. It was all dumped together.
Let's say you've made 500 sales and you know that your own Amazon ads generated 100 of them. That leaves 400 sales that could come from any marketing channel or even an organic Amazon listing.
See what's the problem for marketers trying to find the best channel? There is no way you can tell.
Amazon Attribution changes everything completely. Now marketers and brands can see exactly where each sale is coming from, and that brings a number of benefits.
3 benefits of using Amazon Attribution
"Why use Amazon Attribution at all?" I hear some of you ask. There are several reasons eligible brands should start using Amazon Attribution right away. Here are my top three.
1. It Identifies the most valuable marketing channels
It is not always easy to calculate the ROI of your marketing efforts outside of Amazon, especially when you use multiple channels. With Amazon Attribution, sellers can see exactly which advertising campaigns generate the highest sales and generate the highest ROI. With a clear picture of what is working and what is not, store owners can focus on their most profitable channels.
2. It Optimizes existing campaigns
With Amazon Attribution, you can understand how users interact with your business and the wider Amazon ecosystem. If one demographic's traffic is converting better than others, you can optimize your existing campaigns to reach more users who convert and fewer users who don't.
3. It can Increase your sales
Some sellers may find the concept of sending external traffic to Amazon strange, but it's becoming more and more important. Amazon is becoming more and more dominant in e-commerce. At the same time, the price of sponsored ads on the platform continues to rise.
Why direct the traffic to Amazon at all?
When you know which marketing channels are most effective and how consumers interact with your products on Amazon, you can make real, data-driven decisions. The Kind Of Choices That Will Help You Sell More On Amazon For Some Who Could Invest More In A Specific Marketing Channel. For others it could be to adjust the price of their products.
In addition, new sellers register with Amazon every day. Oberlo recently reported that a million new sellers come to Amazon every year. With so much competition, outside traffic can be a vital lifeline for sellers to survive.
Reduce advertising costs for Amazon
External traffic helps you bypass the competition for listings on Amazon and direct the traffic directly to your storefront. You don't have to pay for sponsored ads on Amazon when you drive traffic directly to your products.
Increase your sales rank
External traffic can significantly increase the number of sales in your store. This can have a huge impact on your overall sales. Selling speed is one of the ranking factors that Amazon uses in its A9 algorithm. The more sales you make, the higher your products will rank in the future.
Understand your Amazon customers better
Learn more about your customers than ever before using the insights from Amazon Attribution. You may find that a product is not converting as well as, for example, you thought it would. Or that customers prefer one product to another.
Not only do they improve the performance of your Amazon store. These types of insights can also improve your business outside of the Amazon platform.
How to set up Amazon Attribution
The first step to getting started with Amazon Attribution is to fill out a registration form and log into your account.
Once your account has been approved and set up, you can match products against the campaigns you are following:
- Create a tag by clicking on the advertiser's name.
- Click on "New Order".
- Select the "Set up order" parameter.
- Select the product you want to link to by searching for your products and clicking "Add".
- Give your attribution tag a name and an external ID. I recommend being as obvious as possible with your name so you know which link is which (don't forget that you have a separate tag for each of your products).
- Choose where you want to put this link: Facebook, AdWords, etc.
- The click-through url is the url of your product. Find your product on Amazon, copy and paste the url here.
- Click "Create" and you're done. You can now copy the Amazon Attribution Tag and use it in the wild.
Alternatives to naming Amazon
Amazon Attribution is an incredible tool, but unfortunately not available to everyone selling on the platform. Fortunately, there are several alternatives that you can use instead.
Amazon Associates Tracking
Amazon Associates tracking links were the most popular way to track external traffic to the store platform before Amazon Attribution. Associates tracking links earn you commission every time a customer converts.
Unfortunately, this tracking solution is nowhere near as detailed as Amazon Attribution. You can only see which items users have bought, not their behavior on the website before the conversion. Plus, Amazon Associates only get one day. That is, it can be difficult to distinguish between traffic sources.
Pixelfy.me
Pixelfy.me is a URL shortener and tracker specially designed for Amazon sellers. You can create and track all kinds of Amazon links including Supreme, Brand, Canonical, Store Front, Add-to-Cart URLs, and many more.
Pixelfy.me can track almost everything except conversions. While that's not as comprehensive as Amazon Attribution, Pixelfy.me can help you realign Pixel users in the future.
Amazon Super URL Tool
The Amazon Super URL Tool is part of the AMZ Tracker Tool Suite. It doesn't provide sellers with better insight into the way users shop in their store, but it can significantly improve the quality of inbound traffic, thereby increasing sales.
The platform's special URL shortener makes Amazon believe that visitors searched for certain keywords on Amazon instead of going straight to the listing. Amazon should therefore rank your products higher for these keywords, which can lead to more sales.
Conclusion
Amazon Attribution is the best way to track the performance of external traffic on the Amazon platform. If you run external marketing campaigns for your Amazon shop and are seriously interested in optimizing your Amazon shop, Amazon Attribution is a must.
Not only can you optimize your marketing campaigns, but you can also increase conversions.
Creating attribution tags is easy. Just follow my advice above or reach out to my team if you'd like an Amazon marketing agency to do the job for you.
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