While Amazon Advertising helps drive consideration for your brand and products across multiple touch points, there are a number of non-Amazon streams playing key roles in the shopping journey.
For such channels, Amazon has invested in building up the Amazon Attribution Console.
What is it?
Amazon Attribution is an advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels perform on Amazon.
It basically helps marketers to gain visibility into how these non-Amazon touch points help customers discover and consider your products on Amazon.
Using these advertising analytics and insights, you can optimise and plan your digital strategy based on what you know resonates with your customers and drives value for your brand on Amazon.
For starters, Amazon Attribute Console lets you:
Measure: The impact of the cross-channel online marketing activities.
Optimise: Using on-demand advertising analytics, maximising the impact and ensure efficiency of the brand.
Plan: Strategies to maximise ROI and drive sales to build future plans.
How does Amazon Attribution Console work?
The attribution tag is a tracking URL that, like a Facebook or Google tracking pixel, “sticks” to a customer’s entire product search journey, beginning when they click on your external ad and ending when they reach your Amazon listing, where they may or may not make a purchase.
Why is it a valuable tool?
If you are a marketer who wants to improve the performance of your campaigns, Amazon Attribution Console is a versatile tool for you. It lets you understand which non-Amazon strategies are helping you reach your goals.
With Amazon Attribute Console, you get access to full-funnel advertising analytics with metrics including clicks, detail page views etc.
This tool discovers new sales opportunities by learning more about how shoppers engage with your brand on Amazon.
To Get insight into campaign performance in-flight with Amazon conversion metrics for your campaigns Amazon Attribute Console is the one for you.
However, there are some additional features that are available for a fee, its a versatile and valuable tool for the marketers out there.
Amazon Attribution Console offers a variety of products and features to help you measure the impact of your marketing, some of which are:
Multi-touch attribution: Amazon Attribution Console uses multi-touch attribution, this gives you a more complete view of how your marketing is driving sales.
Attribution models: Attribution Console offers a variety of attribution models, so you can choose the one that best fits your needs.
Reporting: It provides detailed reporting on the performance of your marketing channels, that can help you identify which channels are most effective and make informed decisions about your marketing budget.
Integrations: This tool integrates with a variety of other marketing platforms, so you can easily track the performance of your cross-channel campaigns.
In all, don’t let your products fall behind the competition. Use Amazon Attribute Console to optimise your product listings. Let it be the key to better customer discovery.