If you are an Amazon seller or advertiser, you might be wondering how to measure the effectiveness of your marketing campaigns across different channels and platforms. How do you know which ads are driving traffic, conversions, and sales to your Amazon product pages? How do you optimize your budget and strategy to reach more customers and increase your return on ad spend (ROAS)?
This is where Amazon Attribution comes in. Amazon Attribution is a free tool that allows you to track and measure the performance of your non-Amazon advertising sources, such as search engines, social media, display ads, video ads, and email marketing. With Amazon Attribution, you can get insights into how your customers discover, research, and buy your products on Amazon. You can also compare the impact of different ad types and channels on your sales funnel and adjust your campaigns accordingly.
In this article, we will explain how to use Amazon Attribution reports to unlock valuable insights for your business. We will cover the key metrics and analysis that you can access through the reports, as well as some best practices and tips to improve your results.
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What are Amazon Attribution Reports
Amazon Attribution reports are the main way to access and analyze the data collected by Amazon Attribution. You can generate Reports Amazon for different time periods, attribution types, and levels of granularity. You can also customize the columns and filters to focus on the metrics that matter most to you.
There are two types of reports available in Amazon Attribution: orders and sales reports, and performance over time reports.
Orders and Sales Reports
Orders and sales reports show you how your non-Amazon advertising sources influence customer behavior and sales on Amazon. You can see metrics such as impressions, clicks, detail page views (DPV), add to carts (ATC), orders, units, sales, ROAS, cost per click (CPC), and conversion rate.
You can generate orders and sales reports at different levels of granularity: by campaign, by publisher (the platform where your ads are shown), by creative (the specific ad that customers see), or by ASIN (the product that customers buy).
Performance Over Time Reports
Performance over time reports show you how your non-Amazon advertising sources perform over a selected time period. You can see metrics such as impressions, clicks, DPV, ATC, orders, units, sales, ROAS, CPC, conversion rate, and average order value (AOV).
You can generate performance over time reports at different levels of granularity: by day, by week, or by month.
How to Analyze Amazon Attribution Reports
Amazon Attribution reports provide a wealth of information that can help you optimize your marketing campaigns and grow your business. Here are some tips on how to analyze the reports and what actions you can take based on the data.
– Compare the performance of different ad types and channels. You can use the orders and sales reports to see which ad types and channels generate the most traffic, conversions, and sales for your products. For example, you might find that video ads have a higher ROAS than display ads, or that social media drives more DPV than search engines. You can use this information to allocate your budget more efficiently and focus on the most effective ad formats and platforms.
– Identify the best performing creatives. You can use the orders and sales reports to see which creatives have the highest click-through rate (CTR), conversion rate, and ROAS. For example, you might find that a certain headline, image, or call to action resonates better with your audience than others. You can use this information to test and optimize your creatives and improve your ad quality.
– Track the impact of your campaigns over time. You can use the performance over time reports to see how your campaigns perform over a selected time period. For example, you might find that your campaigns have seasonal variations or respond to external factors such as holidays or promotions. You can use this information to plan ahead and adjust your campaigns accordingly.
– Measure the attribution window for your campaigns. The attribution window is the period of time between when a customer clicks on your ad and when they make a purchase on Amazon. You can use the attribution type filter in the orders and sales reports to see how long it takes for customers to convert after clicking on your ads. For example, you might find that customers who click on search ads convert faster than customers who click on display ads. You can use this information to set realistic expectations for your campaigns and measure their long-term value.
Conclusion
Amazon Attribution is a powerful tool that can help you measure and improve the performance of your non-Amazon advertising sources. By using Amazon Attribution reports, you can unlock valuable insights into how your customers discover, research, and buy your products on Amazon. You can also compare the impact of different ad types and channels on your sales funnel and adjust your campaigns accordingly.
