Navigating your way through a multi-channel marketing campaign is no easy task, especially when it comes to making crucial decisions on what’s working and what’s not. For Amazon retailers, that process just got a whole lot easier with Amazon Attribution.
What is Amazon Attribution?
Amazon’s attribution feature presents a unique opportunity to measure the ROI and attribute the proper credit to your full suite of paid media both on and off of Amazon. Currently, in beta, the program allows marketers the ability to track sales impact from users who make a purchase (or other valuable actions) on Amazon after seeing one of your paid search, social, display, or video ads.
Since the program is in beta, retailers have to apply for access to the program. Once you’re approved, you can create unique tracking pixels that you can add to your creative assets across your paid digital media channels.
Why is this important?
Amazon Attribution gives you a more comprehensive view of how each of your marketing tactics contributes to shopping activity on Amazon. It gives brands the data and insight necessary to confidently invest more in those channels that have proven to drive sales on Amazon.
Marketers can now make a better case that their paid media tactics pushed a user further along down the sales funnel. While these paid tactics might not always drive a direct sale from the first point of impression, Amazon’s program helps provide some insight into the consumer journey. For example, maybe showing that a user went on to purchase after seeing one of your ads in their discovery or research phase.
If you would like to sign up or learn more about the program, visit the Amazon Attribution page here.
Dave is Manager, Search & Analytics at RDW. Fascinated by the way buyers make purchase decisions, you’ll usually find him optimizing a PPC campaign, researching keywords or trying to keep up with the latest Google trends. If not that, he’s probably out on the water or up in the mountains depending on the season.