Amazon Attribution is a function provided by Brand Registry and Vendor Central, which allows you to analyze the payment and purchase and add shopping cart actions from external traffic. You can create multiple tracking links for different traffic channels. After completing the traffic diversion task, you can easily see the off-site traffic data in the Amazon Attribution dashboard.
For sellers who want to track and optimize non-Amazon internal traffic, Amazon Attribution is a powerful new tool. For a long time, obtaining accurate quantitative data has always been a pain point for Amazon sellers in external drainage. Because the seller does not have access to the code on the Amazon product page, and cannot install Google Analytics or Facebook Pixel, it is impossible to track accurate marketing data from off-site channels from start to finish.
Therefore, it is difficult to optimize external marketing activities. Now, for brand-registered sellers and suppliers, the "Amazon Attribution" function will be launched, which will enable sellers to correctly analyze the influence of media channels other than Amazon.
What is Amazon Attribution?
With Amazon Attribution, you can track conversion metrics for Amazon products from non-Amazon traffic sources.
This means that you will be able to use official tools to see the actual return on investment from external traffic activities.
For example, suppose you are using Facebook Ads for product launches. By using the Amazon Attribution link, you can see how many detailed page views, added to the shopping cart, and sales earned in this release.
In Amazon’s words, this feature is designed to help you:
Metric-the effectiveness of different advertisers or channels.
Optimization-Your campaign can get the best results.
Plans-future marketing strategies and business goals based on data.
Amazon Attribution is the first officially recognized off-site traffic analysis tool for Amazon sellers. This tool allows sellers to have the same level of insight and data that can be obtained from internal traffic (such as PPC).
Use this tool to perform accurate sales impact analysis and evaluate the return on investment from advertising expenditures on social media, display ads, search ads, and other non-Amazon media.
Currently, you can use Amazon Attribution to track the following metrics:
Details page views
add to Shopping Cart
All of this information can be viewed in the "Amazon Attribution" information center and through downloadable reports.
All indicators are valid within 14 days of the last touch attribution window, which means that as long as the customer’s purchase action occurs within 14 days, you can track the user’s behavior through the tracking tag.
How Amazon Attribution works
Amazon Attribution performs tracking by adding tags to the end of the URL you use to attract customers to Amazon. It works much like Facebook conversion tracking, Amazon Associates tracking or almost any other type of membership tracking.
After activating the account for Amazon Attribution, log in and add all the products you want to track on the dashboard.
Next, generate a label for each channel or campaign you want to track for this product.
For example, you want to sell product A. You will add product A in Amazon Attribution. Then, you generate a tag to track the Facebook ad for Product A.
Add this tag to the link used to increase Facebook Ads traffic, and you will get conversion data for this specific tag. Repeat a new label for Google search ads, emails, or any other media channels you want to track.
Then repeat the same operation for other products. You can also create labels for certain situations. Suppose you want to try out Facebook video ads (usually regular text/image ads). You can create other tags and apply them only to links in video ads.
Then, you compare the conversion metrics and sales impact between video ads and other Facebook ads to see if video ads provide more final conversions (through more qualified audiences) than regular image ads.
Who can use Amazon attribution?
Amazon Attribution is open to seller-centric users in specific markets. Currently, attribution can be used in Amazon US and CA in North America and DE, ES, FR, IT and UK markets in Europe.
Sellers need a brand registration center and a professional sales account to access Amazon Attribution.
The program is currently in Beta and may be opened to more markets in the future.
How to use Amazon attribution
Suppliers can use this form to register, and brand-registered Seller Center users can register in Seller Center.
Once approved, you can start creating labels for various traffic sources. Once traffic starts to enter through the links you have marked, you will be able to view the data and Amazon sales activity of the people from those links.
You can create each tag individually, or you can use Amazon Attribution's bulk upload feature to create tracking links on a large scale.
Create attribution labels
After logging in to Attribution, Amazon will provide detailed steps on how to set up the Attribution tag. But let's deal with it here as well:
Select the advertiser for which you want to create tags.
Click "New Order".
If you want to create tags for Google or Facebook/Instagram ads, click "Upload File" and follow the instructions.
If you want to create labels for other campaigns, click "Manually create orders and labels" (Amazon also has a video to show you how).
Add a list of products you want to track.
Next, scroll down to your order settings and name your attribution label. You can also create an external ID, which is optional, but if you create multiple tags, you can track them more easily.
Click "Continue to line item" and select the publisher you want to advertise on.
After selecting the publisher, you need to add the URL of the list.
Now that your attribution tag has been created, you can add the link provided by Amazon to your campaign!
Why is Amazon Attribution so valuable?
For any form of paid advertising, performance indicators and profitability must be tracked. These metrics can tell you what returns you get from your advertising expenditures, and provide you with information about optimizing your campaigns and doubling down on the channels that are performing well or reducing the channels that are not performing well.
Without Amazon Attribution, there is almost no way to measure the impact of external traffic activities.
If you want to provide a promotional code, you can match the number of people who clicked on the ad with the number of people who redeemed the coupon.
If you use landing page tools (such as LandingCube), you can also obtain analytical data, such as page views, coupon declarations, and click-to-Amazon data.
These metrics are just the beginning (they are better than nothing), but they don’t fully reflect how your traffic is performing.
It is also important to be able to view shoppers' activities on Amazon from external traffic channels. This is where your major conversion events occur, so having this data allows you to better understand the return on investment of your advertising.
In addition, the ability to access analytical data at every step of the customer journey allows you to understand exactly which part of the funnel needs to be improved.
To give an example: You get a very good cost-per-click on Facebook Ads, but very little on Amazon.
With Amazon Attribution, you will be able to view the number of detailed page views on the Amazon listing, the number of additions to the shopping cart, and the number of purchases (and of course the number of clicks on Facebook ads).
In this way, you can determine the biggest point in the channel. You can then take action based on the displayed data to fix the areas of the funnel that are most likely to attract potential customers.
Limitations of Amazon Attribution
Amazon Attribution is still in Beta, so you may notice some growing pains everywhere. It is best to pay close attention to the indicators immediately to see if there is a problem.
Attribution tags only work if the link that takes someone directly to Amazon has that tag. Therefore, you must ensure that the final link in Amazon's previous channels is a link with an attribution tag.
For example, if your channel looks like this:
Facebook Ads -> Landing Page -> Amazon
Your attribution tag should be included in the link from the login page to Amazon, because this is the link that Amazon will use as the referrer URL.
In addition, although you can use Amazon Attribution to track conversions and other key metrics from external traffic, unfortunately, you cannot retarget users like you can with Facebook Pixel (e.g., retargeting adds items to the shopping cart but does not purchase items People). Amazon is unlikely to allow this because it will provide sellers with a way to transfer customers to their own website. This means that retargeting is a powerful targeting method for paid advertising, and you can only retarget if you have an intermediate step (for example, a landing page in a funnel). Amazon Attribution Case Study According to an official case study by Amazon, nutrition company Premier Nutrition saw that after implementing Amazon Attribution in conjunction with its marketing plan, Amazon sales of its Premier Protein series increased by 96% month-on-month and 322% year-on-year. In another case study, the cookware manufacturer and supplier Meyer Group Ltd's revenue increased by 54%, while traffic from Facebook and Google reduced the CPA by 48%. The pet food brand "I Love You" has also implemented Amazon Attribution in its business and discussed its improvements to advertising measurement in the video below. Amazon Attribution-Summary analysis data is essential for marketers to evaluate and optimize the effectiveness of advertising campaigns. Unfortunately, because Amazon is the black hole of off-site traffic analysis, things turned around until the emergence of Amazon Attribution. Although still in Beta, Amazon Attribution is definitely an exciting solution for sellers who conduct marketing activities on different media channels. The brand attribution and product attribution features provided by Amazon are only useful when driving traffic to products on Amazon.