How Advertisers Can Use Amazon Attribution
Fri, 01 Dec 2023 17:48:22 GMT
Which part of the marketing budget and sales funnel activities are driving profitable growth? Is there a specific marketing effort working to drive conversions on Amazon? Display, search, social, video, or email?
Amazon Attribution performance data helps answer how non Amazon channels are drive growth (or dragging it down).
Amazon Ads Attribution Amazon Attribution metrics There are two core report classes;
Promoted product analyze performance of products associated with your campaign. You can use this type of report to gauge how your campaigns impact shopping activity and sales for your products on Amazon. Brand halo analyze performance of the brand products you didn’t promote (also known as brand halo) with a daily or summary performance broken out by campaign, channel, and publisher. This daily view shows one row per campaign-channel-publisher combination per product per day. These reports contain a collection of permformance metrics;
Add to Cart: Number of times a promoted product is added to a customer’s cart following a click on an associated ad. Brand Halo: Tracks conversions on products by the same brand as the promoted products, excluding the promoted products themselves. Abbreviated as “BH.” Detail Page Views: Number of views of the advertised product’s detail pages on Amazon. New-to-Brand Purchases: Number of first-time purchases for promoted products within the brand over a one-year lookback window. New-to-Brand Product Sales: Total sales (in local currency) of new-to-brand orders. New-to-Brand Units Sold: Quantity of promoted products purchased for the first time within the brand over a one-year lookback period post-ad delivery. Product Sales: Total sales (in local currency) of promoted products purchased on Amazon post-click on an associated ad. Promoted Product: A product tracked by an Amazon Attribution campaign. Purchases: Number of times any amount of a promoted product or products are included in a purchase event. Total Purchases: Number of times any number of products are included in a purchase event, including promoted products and those from the same brand. Total Add to Carts: Number of times a product is added to a customer’s cart, including adds for promoted products and those from the same brand. Total Detail Page Views: Number of ad-attributed detail page views on Amazon, including views for promoted products and those from the same brand. Total Product Sales: Total sales (in local currency) of promoted products and those from the same brands as promoted products post-click on an associated ad. Total Units Sold: Total quantity of promoted products and those from the same brand as promoted products purchased post-click on an associated ad. Units Sold: Total quantity of promoted products purchased on Amazon post-ad exposure. Amazon Ads Attribution Conversion metrics You can also a number of conversion metrics designed to help you understand how shoppers engage with and make purchases on Amazon through the entire shopping journey.
Each Amazon Attribution conversion metric comes in two versions:
Promoted conversions that include attributed conversions for the products associated with your campaign, and Total conversions that encompass attributed conversions for the products associated with your campaign plus all other products in the same brand. Total conversions equal promoted conversions plus brand halo conversions. Each metric fits into a specific phase of the shopping journey so you can analyze the full-funnel impact of your non-Amazon marketing campaigns:
Awareness Invest in growing the total audience of Amazon shoppers who are aware of your brand. Relevant Metric:
Clicks Consideration Help maximize purchase intent by telling your brand and product story. Relevant Metrics:
Detail Page Views Add to Carts Purchase Stay present when shoppers are ready to buy. Relevant Metrics:
Purchases Sales Units Sold Accessing Attribution Performance Data You can access your Amazon Attribution manually via the reporting dashboard or as automated data feed from the Amazon Ads API.
Using the API allows you to create customized, multi-dimensional, visual reporting dashboards in industry leading tools like Looker Data Studio, Tableau, Microsoft Power BI, Looker, or Amazon Quicksight where you can customize the metrics displayed and toggle between campaign and ad group data.
Looker Amazon Ads Attribution Report Amazon Attribution API Data Feeds There are two primary report data feeds from the API
Performance Report Included Dimensions: aa_campaignid, aa_adgroupid, aa_creativeid, publisher. Aggregation Level: Can be aggregated at CAMPAIGN, ADGROUP, or CREATIVE level (default: CREATIVE). Metrics: Click-throughs and all Promoted and Total conversion metrics. Products Report Included Dimensions : aa_campaignid, aa_adgroupid, publisher, productName, productGroup, productCategory, productSubcategory, brandName, productAsin, productConversionType. Aggregation Level: Always aggregated at ad group level. Metrics: Promoted and Brand halo conversion metrics, Brand Referral Bonus. No click-throughs. Once attribution tags have been implemented and shoppers have clicked your links, Openbridge will call the report endpoint to retrieve your data. Clicks may take up to 24 hours to appear, and conversions may take up to 48 hours.
Getting Started with Amazon Ads Attribution API Automation Ditch the messy, manual reporting for Amazon Attribution.
Unify and own performance data using leading data lake or cloud warehouses like Redshift, Google BigQuery, Snowflake, Azure Data Lake, and Amazon Athena for an analytics-ready single source of truth to fuel informed decisions on brand building strategy, media, and customer demand for Amazon.
With your data unified, start to turbocharge reporting, analytics, and business intelligence tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, Amazon QuickSight, SAP, Alteryx, dbt, Azure Data Factory, Qlik Sense, and many others.
Get a 30-day free trial so that you can try Amazon Attribution API automation for yourself How Advertisers Can Use Amazon Attribution was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.
