Amazon Attribution: Tracking The Journey From Start To Finish

As a third-party Amazon seller, it can be difficult to drive customers to your product listing.  Advertising on Amazon puts you up against hundreds of competitors, which can make it difficult to stand out.  But advertising off-site comes with its own difficulties, especially if you have no way of measuring how effective your efforts are.  Amazon Attribution is a recently developed free advertising tool from Amazon that can help third-party sellers track their external advertising efforts.  Read on to find out more about what Amazon Attribution is, how it can help your brand, and how to get started today.

What Is Amazon Attribution?

Amazon Attribution is a new measurement solution that gives brands insight into how their non-Amazon media campaigns are affecting their sales performance on Amazon.  While any third-party seller needs to have some level of marketing outside of Amazon, it can be difficult to ascertain exactly how effective your various channels are at actually driving business to your product listing.  With the new Amazon Attribution feature, you get a detailed view into the effectiveness of each of your marketing tactics. 

Amazon Attribution is capable of measuring traffic from almost any source.  It can also measure traffic that’s brought directly to Amazon as well as traffic that’s brought to a site that later converts to Amazon.  Whether you’re posting on social media sites like Instagram or using paid advertising on Google, Amazon Attribution can help you review your channel performance and optimize your marketing tactics.

How Amazon Attribution Can Help Sellers

Measure Your Channels

The key to digital marketing is to focus on what’s working and tweak what isn’t.  To do this, you have to be constantly measuring and analyzing your media campaigns.  If you’re spreading your efforts across the web to drive traffic to Amazon but you have no way of tracking sales, then you’re blind as to which of your channels are actually working. 

With Amazon Attribution, you can track the exact process that each sale takes to get to your product listing.  This can tell you whether or not you’re primarily getting sales from paid ads, social media channels, or a combination of channels.  It can also show you where the sale gets lost, i.e. if certain external advertising channels lead to a high number of clicks but not very many sales.

Optimize Your Sales Funnel

Now that you’re able to measure the effectiveness of each channel, you can make the necessary changes to maximize efficiency. The insights you get from Amazon Attribution give you valuable information about the shopping behavior of your buyers, which you can then use to improve your ad campaigns.  This might mean spending more money on paid advertisements, tweaking your social media strategy, or eliminating one channel altogether.

Plan For The Future

Knowledge is power.  The insights you get from Amazon Attribution about what your buyers respond to allows you to craft any future marketing strategy accordingly.  You’ll easily be able to tell what kind of messaging or imagery clicks with customers and leads to actual sales, which can give you a concrete plan for future ad campaigns.

Driving Traffic To Your Listings

Amazon Attribution is all about making sure your efforts to drive traffic from off-Amazon to your product listing are successful.  But why is this important in the first place, you might ask?  About half of all shoppers begin searching for products on Amazon, but the other half are all on different platforms from Instagram to Google.  To ignore this 50% is to cut off a major source of potential customers.

Driving external traffic to your listings also allows you to skip past the competition and reach customers directly.  Instead of fighting for scraps on Amazon amidst hundreds of other sponsored ads from your competitors, you can bring customers directly to your product listing without the risk of your competitors swooping in and stealing them away from you.  Another benefit of driving external traffic to your listings is that it boosts your conversions and sales, which leads to better keyword rankings and an improved seller rank.

Getting Started With Amazon Attribution

Who Is Eligible?

Amazon Attribution is available to all brand-registered, professional third-party sellers.  To get started, you’ll have to fill out a sign-up form or register through Seller Central.  Then, once you’ve set up your account, you’ll start adding products for each campaign you want to track.

Creating An Attribution Tag

The way Amazon Attribution tracks your product’s journey from the initial click to the final sale is through an attribution tag.  This is a tracking URL that you’ll paste into your external marketing campaign.  Under your Amazon Attribution account, Amazon will give you detailed instructions on how to generate an attribution tag and add it to your ad campaign.

Tracking Your Metrics

Once you’ve successfully generated an attribution tag and pasted it in your ad campaign, Amazon allows you to track the following metrics:

  • Detail Page Views
  • Add To Cart
  • Purchases
  • Total Sales

These metrics will show you exactly which ad campaigns are giving you the most sales and which ones aren’t.  They will also show you how far through the sales funnel customers are going.  For example, you may find that social media posts result in a high number of views for your product listing, but not a whole lot of sales.  This could potentially alert you to issues with your product page or images that you can then fix to complete the sale.

Wrap Up

The more you know about your buyers, the easier it is to figure out how to sell to them.  If you know that you’re killing it with paid advertising, but your social media efforts are lacking, you can make the necessary adjustments to up your game and boost your sales.  With Amazon Attribution, you get a free tool to analyze your external advertising efforts and discover new sales opportunities.  Get insight into your campaign performance today and make the most of your money.