Why Amazon Attribution Reporting Data Supercharges Insights
Get a 360 view of critical third-party media performance with in-depth optimization data.
Why invest money into your marketing budget and sales funnel activities not driving profitable growth? What marketing efforts are working off Amazon? Display, search, social, video, or email?
Ad spending and marketing campaign data are critical for vendors and sellers undertaking cross-channel and Amazon PPC campaigns. Understanding how they reach more customers via non-Amazon platforms for video ads and display ads can help refine target audiences and how external sources drive external traffic to Amazon listings.
What is Amazon Attribution and how does it work?
Amazon attribution is a free service on your ads account.
The core feature of the service is its measurement capability. Providing detailed analytics on how different advertising campaigns contribute to Amazon traffic and sales enables sellers to make data-driven decisions. This information is vital for optimizing ad campaigns for better ROI.
The Amazon Advertising API has been updated to deliver direct Amazon Attribution performance data for third-party publishers that can fuel reporting, insights, and optimization efforts that drive traffic and product sales for Amazon Vendor Central and Seller Central (Amazon FBA).
If you are investing in any Sponsored Ad (Sponsored Product, Sponsored Display, Sponsored Brand, Sponsored TV), you should take advantage of attribution!
Targeting Potential Customers Through Data-Driven Insights
The service helps identify which advertising campaigns are most effective at reaching potential customers. This insight allows sellers to allocate their advertising budget more efficiently, focusing on the campaigns that drive the most significant results.
Amazon attribution provides insight into how brands’ non-Amazon marketing channels (social, organic, direct, and email marketing…) impact sales performance on Amazon.
It extends the reach of your advertising to a customer base on third-party sites. It allows you to understand better purchase rate and customer journey to optimize digital marketing strategies and advertising channel effectiveness.
Why use Amazon Attribution?
Trying to configure a manual tracking URL in an external campaign to Amazon listings was next to impossible reliably. The service solves those headaches so you can reliably assess sales growth from external Ad campaigns to track traffic to an Amazon brand store or Amazon listing.
The service provides performance insights for media investments into targeted product listings across ad campaigns, understanding adds to carts and purchases, and social media on third-party publishers.
Maximizing the impact of their non-Amazon marketing campaigns, both paid and organic, is critical to driving customer and business growth on Amazon.
Here are some of the critical benefits of Attribution:
- Connect cross-channel performance to the user and business goals. Instead of relying on only upper-funnel metrics for each of your marketing channels, get a full-funnel view of how your marketing strategies help you achieve your business objectives regardless of channel.
- Discover new sales opportunities. Using the Amazon Attribution console insights, you’ll learn more about how shoppers are engaging with your brand on Amazon and uncover new opportunities to drive product discovery and sales.
- Grow return on investment (ROI). Whether your campaigns are paid or organic, you can make in-flight optimizations, informed by Amazon conversion reporting, to ensure your strategies effectively and efficiently drive sales on Amazon.
- Plan future strategies insightfully. With insight into which processes drive your brand’s sales performance, you can ensure your future marketing campaigns are set up for success.
Understanding the efficiency and effectiveness of paid advertising campaigns concerning who and when people buy your products is essential to any detailed sales impact analysis your team may undertake.
The data provided by the API will help advertisers get key metrics, insight into campaign performance, and sales drivers from external advertising channels. For example, how are Google Ads vs. Facebook Ads performing in driving external traffic? Is Google driving more visits, but Facebook delivers more sales?
Which non-Amazon Advertising media publishers are supported?
Currently, Amazon supports the following publisher’s external marketing campaigns that cover a social campaign, video media channels, display, and search ads…for a holistic picture of efforts that drive sales:
- AppNexus
- BuzzFeed.com
- Cox Enterprises Inc.
- NFL Internet Group
- WebMD Health
- Undertone
- Amnet
- National CineMedia
- Aki Technologies
- Cafe Media
- Revenue River
- Channel 4 Video
- WashingtonPost.com
- Choozle
- Google DoubleClick Bid Manager
- Google Ads
- Tastemade.com
- UnRuly
- ZEFR Video
- Turner Digital
- Yahoo
- ClueP Mobile
- Pandora
- Fox Sports Digital
- CNET
- Shopify
- AVS Forum
- Zillow Group
- SRAX Display
- Healthgrades
- Hulu
- Obesity Help
- eBay
- Reviewed
- Google Display Network
- Videology
- Weather Company
- AOL Display
- Stirista
- Wikimedia Foundation Sites
- Google Preferred
- Bing
- Coupons Inc Display
- Gannett Sites
- Answers.com Sites
- New York Times Digital
- Collective
- Fox News Digital Network
- Purch
- Wal-Mart
- Captify
- Tabmo Display
- Yelp
- Catalina Solutions
- Bungle
- SheKnows Media
- Discovery
- TikTok
- About
- Vox Media
- Teads
- Mode Media
- TradeDesk
- News America Display
- ITV Video
- Oath
- PC Mag
- Little Things
- Vimeo
- Conde Nast Digita
- DataXU
- Vevo Video
- Scripps Networks Interactive
- TripAdvisor
- Target Corporation
- Netflix Inc.
- Amobee
- PayPal
- Hearst Corporation
- Tremor
- RadiumOne
- CBS Interactive
- Comcast NBCUniversal
- MediaMath
- Mobsta
- Meredith
- AdRoll
- Time Inc
- ADTV
- Xaxis
- Quotient
- YuME
How Advertisers Can Use Amazon Attribution?
The use of Amazon Attribution tags, also known as URL parameters, is required to get actionable insights into your external traffic campaigns and optimize your Amazon business. The attribution tags provide the connectivity so you can understand things like a Google Ads to Amazon event. For example, you can start to define a Google attribution beta test, a free advertising tool, to assess how advertising performance drives traffic and revenue, which is critical for any Amazon shopping ecommerce strategy.
Use the option if you’re using Google, Facebook or Instagram ads. Measure up to 100,000 Google search keywords or 8,500 Facebook or Instagram ads by uploading a single file.
What Type of Attribution Data Is Available?
The Amazon Advertising API data feeds include conversion metrics such as detail page views, add to carts, ad clicks, and sales from third-party campaigns that link to Amazon product detail pages. For example, there are a collection of performance metrics available that help you understand which publisher is having the biggest impact on sales and delivering an effective conversion funnel for your Sponsored Products or Sponsored Brands Ads. With Amazon Attribution reports, you can get a 360 view of critical third-party media performance, including clicks and Amazon conversion metrics such as detail page views, Add to Carts, and purchases. Reporting is available via downloadable reports and within the console.
- attributed_add_to_cart_clicks_14d
- campaign_id
- attributed_detail_page_views_clicks_14d
- attributed_purchases_14d
- attributed_total_add_to_cart_clicks_14d
- attributed_total_purchases_14d
- ad_group_id
- creative_id
- advertiser_name
- total_units_sold_14d
- units_sold_14d
- click_throughs
- publisher
- attributed_total_detail_page_views_clicks_14d
- attributed_sales_14d
- total_attributed_sales_14d
Note: The maximum attribution window is 30 days from the conversion event.
The Benefits Of Optimizing Advertising Campaign Performance Measurement?
Understanding how non-Amazon media impacts sales on Amazon Advertising for both sellers and vendors offer insights into a specific traffic source that may drive product listing performance. As a result, this can help you optimize sales and shape future digital media campaign investments.
Here are full-funnel advertising analytics unlocked by the service:
- Uncover where your clients are missing out on potential Amazon sales opportunities and double-down on marketing tactics that drive revenue.
- Minimize any blind spot trying to understand the impact of your Google Ads (formerly Google AdWords), Facebook Ad, and Microsoft Ads…in driving potential customers’ shopping activity on Amazon.
- Understand sales attribution, audience strategies, and opportunities for optimizing additional products into a conversion funnel for non Amazon marketing channels.
- Make multi-channel campaign recommendations and optimizations using on-demand insights to accelerate e-commerce marketing efforts.
- Leveraging Amazon conversion insights can inform automated bid and budget optimizations to provide valuable insight to improve your campaign ROI.
- Use data to drive changes and optimize an account or campaign-level marketing plan.
Amazon Attribution Case Study
Premier Nutrition would be an excellent example of how Attribution can provide the data you need to drive results. Premier delivered a 322% year-over-year growth in sales by using data and insights to optimize cross-channel paid media performance. The company optimized performance across paid media, resulting in a 96% quarter-over-quarter growth in sales.
Also, check out the BeaverCraft case study. That team registered for Amazon Attribution in November of 2019 has experienced a significant lift in conversions.
Openbridge Offers A Code-Free Attribution Data Connector
The Amazon Attribution self-service console provides a primary user interface for reports, allowing you to download Attribution reports manually. However, the Advertising console is not enough for more advanced performance and advertising measurement.
Also, too many teams are stuck with manual downloading, manipulation, and processing of measurement and insights reports from the console. In a fast-paced e-commerce environment, your digital strategy can not succeed by relying on too slow reporting and is prone to error.
The competition is using Amazon Ads API automation as a competitive advantage, and so should you.
Benefits Of Amazon Attribution Data Automation
Tapping into API data ensures you can truly measure the impact of a marketing strategy on your marketing investment. Here is what the fully automated, code-free Openbridge Amazon Attribution API connector enables Amazon Seller and Vendor merchants:
- Provides access to important Amazon conversion metrics across non-Amazon Google Ads, Facebook Ads, and Microsoft Ads media, including traffic, detailed page views, add to carts, and sales.
- Enables new pathways to advertising opportunities and performance by allowing proper Amazon social media analytics. For example, your external links from Facebook / Instagram give you accurate conversion data that allows you to determine an actual return on social media investments. This offers a significant advantage over competitors who do not have insights into how their social efforts impact sales.
- Provides a view of non-Amazon campaign performance with Amazon conversions, which can be fused with or displayed alongside existing digital marketing reports within your tools.
- Unify data in trusted, private industry-leading data lake or cloud warehouses like Amazon Redshift, Amazon Redshift Spectrum, Google BigQuery, Snowflake, Azure Data Lake, Ahana, and Amazon Athena. Data is always wholly owned by you.
- Take control, and put your data to work with your favorite analytics tools. Undertake a complete and accurate sales impact analysis with your tools. Explore, analyze, and visualize data to deliver faster innovation while avoiding vendor lock-in using tools like Google Data Studio, Tableau, Microsoft Power BI, Looker, Amazon QuickSight, SAP, Alteryx, dbt, Azure Data Factory, Qlik Sense, and many others.
The Openbridge Amazon Ads API integration is the most comprehensive, automated solution available to those who want to take control of their Seller Central or Vendor ads data. Understand conversion rate, traffic sources, sales velocity, sales funnels, and sales trends to refine marketing investments and advertising effectiveness.
What does the Openbridge Attribution API Connector deliver?
By using the Openbridge pre-built, fully-managed connector, sellers can increase sales efficiency, reduce labor requirements, and improve paid media investments. You can use leading measurement solutions and BI tools like Tableau or Power BI to optimize advertising strategy with data-driven analytics insight.
Future marketing strategies can be refined, including how to prioritize precious ad spend for third-party sellers.
The connector delivers four distinct attribution data feeds that cover critical reporting metrics for non-amazon touchpoints:
- amzn_attribution_advertisers
- amzn_attribution_metrics
- amzn_attribution_publishers
- amzn_attribution_tags
Successful advertising efforts are fueled by data-driven insights. Agency partners, tool providers, and brand owners can supercharge external campaigns with automated insights data. Limited access or complex manual reporting downloads are operational barriers.
Automation ensures you can get the data you need to understand conversion rate, traffic sources, sales velocity, sales funnels, and sales trends to refine marketing investments and measure the effectiveness of your ad efforts.
Getting Started Optimizing Amazon Marketing Efforts
Attribution is available for brand-registered sellers enrolled in the Amazon Brand Registry. It also supports vendors and agencies with clients who sell products on Amazon.
- Step 1: To get started, you must register by visiting the program enrollment link and following the steps outlined. The process will make sure your third-party properties are correctly Amazon Attribution tagged. After you create an Amazon Attribution account, you are ready to go to the next step.
- Step 2: Once you are activated, create an Openbridge account to start your new API connector to unlock all your data! This only takes a couple of minutes.
Amazon Data Automation 30-day Free Trial
Do you want to unify all of your Amazon Ads data? As a verified tool provider, Openbridge supports Amazon Sponsored Ads, Sponsored Products, Brands, and Sponsored Video.
In addition to Sponsored Ads, we offer Amazon DSP support and Amazon Product Detail Pageviews via Retail Analytics Amazon Sales and Traffic Reports, which contain traffic metrics for ASIN and SKUs. We also offer a comprehensive set of integrations to the Amazon SP-API.
