We’re here to help you become an expert at using Amazon Attribution and explain everything you need to know to take your marketing efforts to the next level. Obviously, it is no secret that selling products on Amazon is the secret sauce to making money in 2022. In fact, at least half of Amazon Sellers average between $1,000 and $25,000 per month, according to a survey from Jungle Scout. Whether for your business or your client, it is extremely important to stay organized and keep track of what marketing strategies work for your Amazon storefront. By doing so, you can make necessary adjustments to your marketing campaigns and retarget customers that show interest in your brand based on previous engagement with your online advertisements.
Curious if your social media accounts are leading customers to your Amazon Page? Or are you generating organic traffic to your Amazon page through strong keywords and backlinks? Do you need to make changes to the way you attract customers to your store? You can solve all these questions through Amazon Attribution: an analytics measurement solution that allows marketers to view how their non-Amazon marketing channels are performing on Amazon.
How Does It Work?
Similar to how Facebook and Google Shopping give you a pixel to track data that identifies where conversions are coming from, Amazon assigns each product an “Attribution Tag.” This link connects to your product listing, so Amazon can track and follow several actions that people take when clicking on it. Whether you link your product through various social media platforms, on your website, or in your email newsletters, you can evaluate who clicked on your link and view the number of actions they completed.
What Metrics Should You Track?
Before you start using Amazon Attribution to track data and refine your marketing strategies, you must first understand the different actions an Amazon Attribution Tag can track. The helpful metrics that Amazon Attribution can provide encompass click-throughs, impressions, detailed page views, purchase rate, add-to-cart, and total sales. Let’s explore each metric a bit further:
- Click-throughs show the number of people who see your ad and end up clicking on it.
- Impressions measure the number of people that viewed your advertisement.
- Detailed page views reveal the number of clicks that occur on a single detail page of the advertised product.
- Purchase rate, Add-to-Cart, and Total Sales all represent the level of success that the ads have in converting viewers into actual buyers. These metrics accomplish this by tracking the number of people that purchase or add your product to their cart.
Amazon presents the data from these six metrics to you in downloadable reports that are easy to understand and analyze.
How Amazon Attribution Can Help Grow Your Business
You may be wondering, “why would I need to know all this information about impressions and page views if my business already performs well on Amazon?” The simple answer is that you can always do better when it comes to selling products on Amazon. The six metrics described above are crucial in taking the next steps in progressing your business as an eCommerce powerhouse.
By better understanding which non-Amazon strategies are providing you with the most impressions and clicks, you can allocate more of your budget towards those channels and try to double-down on your already successful advertisements.
Next, learning how customers engage with your brand on Amazon can help you discover new sales opportunities and target a new audience. By analyzing metrics such as add-to-cart and click-through rates, you can identify what types of people your brand attracts, and which people it drives away. The reasons above support how data-driven insights can significantly change the way your business strategizes on Amazon and overall increase your sales.
Who Can Use Amazon Attribution and How Much Does It Cost?
Amazon Attribution is available to any seller currently enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. The vendors must originate in the United States, Canada, Germany, Spain, France, Italy, and the United Kingdom. In addition to this, Amazon Attribution is free for eligible vendors and sellers. Both answers should incentivize you, even more, to get started with Amazon Attribution as soon as possible.
Amazon Attribution Case Study – HexClad Cookware
As you can see from the HexClad case study, Amazon Attribution can be a powerful tool for tracking the performance of your non-Amazon marketing channels and identifying which ones are most effective. In HexClad’s case, they were able to use Amazon Attribution to track the performance of their BRB campaign and see that it was driving traffic to their Amazon listing and generating sales. As a result, they were able to recoup the cost of their off-Amazon ad spending.
For example, HexClad used Amazon Attribution to track the following metrics:
- Click-Through-Rate (CTR): The percentage of people who clicked on their ad.
- Conversion Rate (CR): The percentage of people who clicked on their ad and then purchased their product on Amazon.
- Cost-Per-Click (CPC): The amount of money they spent for each click on their ad.
- Return on Ad Spend (ROAS): The amount of money they earned for each dollar they spent on advertising.
By tracking these metrics, HexClad was able to see which marketing channels were driving the most sales and optimize their campaigns accordingly. As a result, they were able to increase their sales and improve their marketing ROI.
Setting Up Amazon Attribution
The first step in creating your Amazon Attribution account is to register for Amazon Ads. Once you register an account through Amazon Ads, you will fill out a signup form and log into your Seller Central account. At this point, you can create new Attribution Tags and begin tracking helpful insights. To create an attribution tag:
- Select the advertiser that you want to use
- Click “New Order”
- Choose “Set Up an Order”
- Create a Name and ID for your tag
- Select where you are going to be placing the link
- Copy the attribution tag (a link will appear)
- Click “Create” and your tag will be live
Once you create different tags for your various products on Amazon, you can view the direct insights from each link in the online console. This data will also be available in the form of downloadable reports.
Improve Your eCommerce Business with Amazon Attribution
In any form of marketing, it is critical to track your results and adjust your strategy as necessary to ensure that you are not wasting money on ineffective campaigns. After reading about all the helpful insights that Amazon Attribution can provide you with at no cost, it is a no-brainer that you should leverage this tool to boost your Amazon storefront’s performance. Use the tool’s data to strategize your marketing efforts and grow your return on investment by ensuring your marketing campaigns are effective for your brand on Amazon.
While the process of setting up your Amazon Attribution account is simple, analyzing the data and producing marketing strategies requires support from a skilled Amazon specialist. Help from a reputable eCommerce marketing agency, like Premiere Creative, can take your brand’s marketing strategies to the next level and put your Amazon Attribution data to its full use. Premiere Creative helps businesses build their online presence and develop their eCommerce stores.
Dial (973) 346-8100 today and discover how Premiere Creative can optimize your insights by introducing effective marketing strategies to grow your brand on Amazon.