Driving traffic to your Amazon listings from external sources is a great way to boost sales. However, once your customers click the link on external ads and cross into Amazon’s environment, you are left to guess which route they took to your listing.
The issue with tracking external marketing campaigns that drive traffic to your listings is that it lumps shoppers who didn’t arrive from Amazon PPC into the same lot. To cite an example, consider the scenario where you have sold a total of 100 products. If you are assured that at least 50 of them were from Amazon PPC, the confusion regarding the other 50 still remains, as they could be from anywhere, including paid, organic, or external sources.
To counter this, Amazon has launched the Amazon Attribution program that lets you attribute sales to off Amazon marketing. On using it, you will know exactly which path shoppers took to get to your listing.
This is a huge step forward as the data allows you to track the buyers’ journey throughout the entire sales funnel. You can now increase your ad ROI, remove ads that aren’t functioning, and optimize the ones that are.
In this blog, we will learn more about Amazon Attribution and see how we can use it with Google Ads.
Who Can Use Amazon Attribution, and What Does It Cost?
It is currently open to any first-party or third-party Amazon seller that is brand registered.
To sign in, you can simply use your Seller Central credentials to access Amazon Attribution.
How Does It Work?
Paid advertising platforms like Google Shopping and Facebook allow tracking through a pixel (a web beacon).
Dropping a pixel on your website means users can follow it from your ads to your website, the pixel then tracks every action they take and reports it to you. But this works only if you own the website. Since Amazon owns Amazon, they aren’t willing to let a spying pixel anywhere near their website.
Amazon Attribution works a bit differently. Instead of giving you a pixel, they offer you what Amazon calls an “Attribution Tag.”
What Is an Attribution Tag?
Parameterized URLs that can measure the clicks and attribute sales and conversions of products on Amazon are called Attribution tags. Essentially, these tags are just a link to your product listing that can be tracked by Amazon.
To generate the tag in your Amazon Attribution account, simply place the link in your ad, email, or blog post.
It is similar to a regular link that you would use to get people to your listing, except this time, whenever someone clicks on it, Amazon can track their activity and let you know about the number of actions they take.
How Can You Create an Attribution Tag?
After setting up your Amazon Attribution account, it is quite simple to generate your first Attribution Tag and start tracking your off-Amazon marketing campaigns.
To start, select “Measurement & Reporting” from the left panel and click on “Amazon Attribution.”
Then click on “Create campaign” in the Amazon Attribution console.
You will be provided with two creation methods; manual or bulk. Choose the first method, and this option will prompt you to create a campaign name and enter an external ID if you wish to.
The next step is to create the ad group. To track Google Ads, you can type in a keyword or a relatable name that can be used for easy reference.
Under “Publisher”, select “Google AdWords.”
Then paste the Click-through URL (the URL of your product display page), and click “Create” on the top right corner.
The Attribution tag is then created. You can then view the tag in the console.
To integrate it, copy the tag and paste it into the Google Advertising console. Post which you can track anyone who clicks on the link.
What Metrics Can You Track with Amazon Attribution?
Once you have added “Attribution tags” to your paid ads, emails, posts, etc. You will be able to track consumer metrics like:
- Amazon Detail Page views (number of people who visited your listing page)
- Add to Cart
- Product Sales
These metrics will let you know exactly which off-Amazon marketing efforts of yours are delivering results by generating more sales and attracting visitors to your listings, and which ones are losing you money.
Amazon Attribution removes the guesswork with statistics. Rather than guessing, you will know which strategies to scale and which ones to kill. You will also know exactly at which point the shoppers are dropping out of your sales funnel; this allows you to test each element and optimize your campaigns better.
For example, If you are not making enough sales even with a high click-through rate, then you may be having issues with the price of your listing. It is something you can test and edit accordingly.
Amazon Attribution has opened the possibility of tracking traffic from external sources to your listings. The data will help you effectively measure the impact of search, social media, video, and email marketing on your sales, and also display how consumers research, discover and purchase your products on Amazon
You can then utilize those insights to find what works best for your business, and take the necessary steps to better optimize your campaigns and increase ROI.
If you are new to selling online and are not well versed with the advertising process or if you have questions regarding Amazon Attribution, feel free to contact us at Sellryt, a top Google Advertising agency where our experts are always ready to help your brand scale the height it was meant to.
If you want to try our services, book a free consultation today!