Features
If you’re selling on Amazon, chances are you use multiple channels to advertise your products and store. If so, you’ll understand that consolidating your customer data across all channels can be a time-consuming process. Amazon Attribution is a solution to this problem. It allows sellers to understand what’s driving engagement outside of the platform.
Couple Amazon Attribution with an Amazon advertising software like Merch Jar for a complete picture of the impact of your marketing strategies. Merch Jar adjusts your Amazon ad bids automatically based on the parameters you set. And, it automatically pauses poor performing ads when they go below your set threshold.
With that in mind, let’s have a look at the ins and outs of Amazon Attribution and how to effectively use the service to optimize your marketing campaigns.
When it comes to selling on Amazon, Amazon ad management is different to managing ads from other channels, like social media. You need a way to connect your off-Amazon ads with your Amazon seller channel. Amazon Attribution is that solution.
Amazon Attribution is a service that Amazon has made available to certain Amazon sellers. Using tags, it allows you to track touch points in an Amazon buyers (or potential buyer’s) journey across marketing channels outside of Amazon, such as Facebook and Google Search.
It works by a seller creating a tag for their Amazon product, which is a unique link that sellers can use in their various marketing methods like social media posts, marketing emails, and Google Ads. The Amazon Attribution software then gathers data so sellers can see how effective (or ineffective) each marketing method is at converting customers.
The analytics gather data like impressions, clicks, page views, and add-to-carts. With this information, sellers can learn what kind of content resonates with their buyers and drives the best results.
Amazon Attribution allows sellers to refine and optimize their marketing campaigns and track their ACOS. But there’s more. Here are three reasons why Amazon Attribution is worth considering:
Amazon Attribution should be used as part of a wider marketing strategy. While it’s true that analytics outside the Amazon platform provide valuable information on where your customers are coming from and what kind of content entices clicks, you also need to consider your in-Amazon marketing tactics.
Merch Jar is a comprehensive solution that helps users make the most of their Amazon ad budget. It helps sellers build winning Amazon bidding strategies by facilitating keyword and bid automation. With this, sellers can target the right keywords consistently, saving them hours of time to focus on other areas of their business.
Our Bulk Actions feature also enables sellers to run ad operations for hundreds of thousands of products simultaneously. So if you’ve got a large product catalogue, you can bypass Amazon Bulksheet’s 1000 product limit.
Now let’s get into how to use Amazon Attribution effectively:
Your first step in using Amazon Attribution is to check you’re eligible. Currently, it’s available in select countries only. These are:
You can access Amazon Attribution if you’re a professional seller in one of the above countries and are:
After you’ve signed up to Amazon Attribution and set up your account, you need to create your tags. These will enable you to track your marketing efforts outside of Amazon.
For links for other marketing channels, like Facebook, select ‘Set up an order’.
You’ll be greeted with a list of your products. Select the one you want to generate a link for by clicking on the ‘Add’ button next to the product.
Amazon will then generate your attribution tag, and you’re done!
Once you’ve got your attribution tags, you need to apply them to your campaigns. For social media ads, for example, you’ll go into your ad manager and copy and paste the tag in the URL fields of the appropriate ads.
If you’re using your tags for social media posts, you’ll simply copy and paste your tag in the field where it asks for an Amazon ASIN or Store URL.
Amazon Attribution gives you access to a dashboard that provides visual reporting. From your dashboard, you can access all your campaign data and switch between different campaigns. You can also customize it with the metrics you choose.
Within your dashboard, you’ll find the option to download your reports. These download as Excel files. You can set these reports to generate as you need them, either on demand or in advance.
There are four report types you can access:
The whole point of gathering and analyzing data is to optimize your campaigns. To make use of this fact though, we need to understand how to use data to your advantage.
Take a ‘test and learn’ approach to pinpoint successful tactics and refine them as you learn. Testing your campaigns will help you pick components from successful campaigns and tie them together to make an even better campaign.
Here’s an example of this in practice:
You run a promotion for one of your Amazon products. You have two ad variations, one with a specific time-bound message like ‘one day only’ and one with a vague time-bound message like ‘deal ends soon’. From this test you discover the specific time-bound message drives higher conversions.
To delve even further into the possibilities, let’s combine this with another example.
The product you’re promoting has two unique features. We’ll call them ‘Feature 1’ and ‘Feature 2’. In a different campaign, you create two ads, one focusing on Feature 1 and the other focusing on Feature 2. The ad focusing on Feature 2 leads to stronger engagement.
Now for future product campaigns you understand the type of language that encourages the best results, i.e specific time-bound messaging, along with the feature that most appeals to your audience, i.e Feature 2.
Continue to refine your tactics by tracking engagement associated with different elements like wording, images, CTAs, and channels. Perfect your combination of elements to craft the perfect marketing campaigns for your Amazon business.
It’s essential to change just one element at a time so you know what factor is influencing the decision. For example, if you run the exact same ad on Facebook and Google, and you get better results from Google, you know for sure that’s the driving factor, as opposed to a different image or CTA.
If you're marketing your business on multiple channels outside of Amazon, Amazon Attribution is the best way to measure the results. The free platform allows you to keep track of clicks, purchases, and page views that come from each tag you generate. This gives you a complete picture of your entire campaign.
While Amazon Attribution is great for optimizing campaign success through different channels, what about optimizing your in-Amazon ads? Merch Jar is an Amazon ad software with which sellers can save time and money through automation and keyword refinement. Register today to start creating winning ad campaigns.
