Jan
Amazon
How to Use Amazon Attribution to Measure Off-Amazon Marketing Success
Tracking the success of your off-Amazon marketing efforts is crucial for growing your brand and maximizing your return on investment (ROI). Many Amazon sellers invest in social media ads, influencer collaborations, and external traffic sources, but without accurate data, it’s hard to know which multi-channel marketing strategy drives actual sales. Amazon Attribution provides the tools to bridge this gap, allowing you to track and analyze the impact of your external marketing campaigns directly within Amazon’s ecosystem.
What Is Amazon Attribution?
Amazon Attribution is an advanced analytics tool that helps sellers track how off-Amazon marketing channels contribute to sales and customer engagement on Amazon. It provides detailed insights into which external sources—such as Google Ads, social media platforms, email marketing, and influencer partnerships—drive traffic and conversions to your Amazon listings.
Amazon Attribution offers data on key performance metrics, including:
- Clicks – How many people visit your product page from external sources.
- Detail Page Views – How many visitors engage with your listing.
- Add to Cart – Tracking customer intent and interest.
- Purchases – Measuring direct sales generated from your external marketing efforts.
By using this data, brands can allocate their marketing budgets more effectively and focus on multi-channel strategies that bring the best results.
Why Amazon Attribution Matters for Established Brands
For established brands selling on Amazon, understanding where traffic is coming from can help in optimizing marketing strategies. Running paid advertising campaigns on platforms like Facebook, Instagram, Google, or even influencer-driven traffic without proper tracking can lead to wasted ad spend.
Here’s why Amazon Attribution is essential for your brand:
- Optimized Ad Spend – Knowing which marketing channels gives the targeted ACoS helps you invest in what works and cut what doesn’t.
- Better Customer Insights – Learn how customers interact with your optimized product listings after clicking external links.
- Boosting Organic Ranking – External traffic with high conversion rates can positively impact your product’s organic ranking within Amazon’s search results.
- Data-Driven Decisions – Make strategic marketing decisions based on real-time data rather than guesswork.
How to Set Up Amazon Attribution Step by Step
Setting up Amazon Attribution is a straightforward process that allows you to track multiple marketing campaigns across different channels. Here’s how you can do it:
1. Enroll in Amazon Attribution
Amazon Attribution is available to professional sellers enrolled in Amazon Brand Registry, vendors, and Amazon aggregators like PRS. You can access it through the Amazon Advertising console.
Steps:
- Log into your Amazon Advertising account.
- Navigate to the Amazon Attribution dashboard.
- Click “Get Started” and follow the onboarding instructions.
2. Create Attribution Tags
Once enrolled, the next step is to create unique tracking tags for each external traffic source. These tags track customer actions and provide performance data.
Steps:
- Select “New Order” from the dashboard.
- Choose the product ASIN you want to track.
- Enter campaign details such as name and channel (Facebook, Google, etc.).
- Generate and copy the unique tracking URL for use in your external ads.
3. Implement the Tracking URLs
Use the generated URLs across different platforms such as social media ads, blog content, influencer promotions, and email marketing campaigns. Ensure each platform has a distinct tag to measure its effectiveness individually.
4. Analyze the Data
Once your campaigns run for a period, review the performance metrics in the Amazon Attribution dashboard. This will show how external efforts are driving engagement and sales. Learn about basic yet crucial advertising metrics every brand owner must know to ensure optimized spending of your ad budget.
Metrics to watch:
- Click-through rate (CTR)
- Detail page views (DPV)
- Add to Cart (ATC)
Best Practices for Using Amazon Attribution
To get the most out of Amazon Attribution, follow these proven strategies:
- Track Each Traffic Source Separately: Assign unique tags to different campaigns to determine which platform drives the most sales.
- Combine with Amazon Ads: Use insights from Amazon Attribution to refine your Amazon PPC campaigns and increase overall efficiency.
- Leverage Influencer Marketing: Providing influencers with tracked links can help you assess their true impact on sales.
- Optimize Landing Pages: Ensure that the product detail pages linked in your campaigns are optimized with high-quality images, compelling copy, and strategic keywords.
- Regular Performance Reviews: Consistently analyze the data to adjust marketing efforts based on what’s driving conversions.
Challenges Sellers Face with Amazon Attribution
While Amazon Attribution is a powerful tool, sellers may face some challenges, including:
- Delayed Data Reporting: Attribution data may take up to 24 hours to reflect in the dashboard.
- Limited Availability: Currently, Amazon Attribution is available only to brands enrolled in Brand Registry and professional sellers in select marketplaces.
- Attribution Learning Curve: Sellers new to analytics may need some time to understand and apply insights effectively.
Working with Amazon experts, such as Prime Retail Solution, can help sellers overcome these challenges and make the most of their external marketing efforts.
How Prime Retail Solution Can Help
Prime Retail Solution offers specialized services for Amazon 3P Marketplace management and 3PL wholesale/distribution, helping brands track, optimize, and scale their Amazon business.
- Amazon 3P Marketplace Services – Maximize your presence on Amazon by combining internal data with external marketing insights to drive better results.
- 3PL Wholesale Distribution – Streamline fulfillment and logistics to improve your overall customer experience.
By leveraging Amazon Attribution along with these services, brands can ensure a smooth and data-driven approach to marketing success.
| AMAZON ATTRIBUTION METRIC GLOSSARY | |
| Name | Definition |
| Ad group | Each ad group receives a unique attribution tag and will measure Amazon conversions for the products selected during campaign creation. |
| Add to Cart (ATC) | The number of times a promoted product is added to a customer’s cart after an associated ad click. |
| Attribution tag | When added to the destination URL parameters of third-party ads, Amazon Attribution allow for measurement and reporting of shopping activity on Amazon, upon ad click. |
| Brand Halo | Brand halo measures the impact of advertising on the overall brand by tracking conversions on products by the same brand as the promoted products. For example, “Add to Cart Brand Halo” and “Purchases Brand Halo.” Brand Halo metrics exclude the promoted products. All brand halo metrics are abbreviated using “BH.” |
| Campaign | A grouping of ad groups tracking conversions and activity for the same products. |
| Channel | The ad type (for example Display, Email, Search, Social, or Video). |
| Click-through URL | The destination URL of the ad when consumers click through. |
| Click-throughs | An ad click that directs consumers to a destination outside of the creative. |
| Detail page views (DPV) | The number of views of the advertised product’s detail pages on Amazon. |
| New-to-brand purchases | The number of first-time purchases for promoted products within the brand over a 1-year lookback window. |
| New-to-brand product sales | The total sales (in local currency) of new-to-brand orders. |
| New-to-brand units sold | The quantity of promoted products purchased for the first time within the brand over a 1-year lookback period after delivering an ad. A campaign can have multiple units sold in a single purchase event. |
| Product sales | The total sales (in local currency) of promoted products purchased by customers on Amazon after an associated ad click. |
| Promoted product | A product that is tracked by an Amazon Attribution campaign. |
| Publisher | The source of ad inventory that allows advertisers to display ads on their website, app, search listings, or other property. |
| Purchases | The number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions. |
| Total purchases | The number of times any number of products are included in a single purchase event. Purchase events include Subscribe & Save subscriptions and video rentals. This counts purchases for promoted products as well as products from the same brands as the products tracked in the order. (Total purchases = Purchases + Purchases BH) |
| Total Add to Carts (Total ATC) | The number of times a product is added to a customer’s cart. This count adds for promoted products as well as products from the same brands as the products tracked in the campaign. (Total ATC = ATC + ATC BH) |
| Total detail page views (Total DPV) | The number of ad-attributed detail page views on Amazon. This includes views for promoted products as well as products from the same brands as the products tracked in the campaign. (Total DPV = DPV + DPV BH) |
| Total product sales | The total sales (in local currency) of promoted products and products from the same brands as promoted products purchased by customers on Amazon after an associated ad click. |
| Total units sold | The total quantity of promoted products and products from the same brand as promoted products purchased by customers on Amazon after an associated ad click. A campaign can have multiple units sold in a single purchase event. |
| Units sold | The total quantity of promoted products purchased by customers on Amazon after exposure to an ad. A campaign can have multiple units sold in a single purchase event. |
| New-to-brand Purchases Views | The number of first-time purchases for products within the brand for the first time over a one-year lookback window attributed to an ad view. |
| DPV Views | The number of detail page view conversions attributed to ad impressions within 14 days of the click. |
| ATC Views | The number of Add to Cart conversions attributed to ad impressions in 14 day window. |
| Purchases Views | The number of purchases attributed to ad view in a 14 day window. |
| Units Sold Views | The number of units sold attributed to an ad view within 14 days. |
Conclusion
Amazon Attribution is a game-changer for brands looking to track their off-Amazon marketing efforts and optimize their strategies based on actual sales data. With the right setup and ongoing analysis, sellers can make smarter decisions and get the most from their marketing investments.
Need expert help managing your Amazon presence and external marketing efforts? Contact Prime Retail Solution to explore how their 3P Marketplace services and 3PL solutions can help your brand grow.
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