How Amazon Attribution Works
The Attribution Program uses a 14-day window, last-touch, cross-device attribution model. Breaking that down, any engagement by a user within the 14 days preceding their purchase will be tracked. If they engage with multiple advertisements, only the last advertisement they viewed or clicked prior to purchase will receive the attribution. Finally, the Attribution Program can track the same user across multiple devices, so if they engage on their smart phone, then two days later make a purchase from their desktop, Amazon can still track the attribution.
A Resource for the Amazon Individual Seller
The Attribution Program is a self-service platform. It’s structured using four hierarchical layers: Advertisers, Orders, Line Items, and Tags.
- Advertisers are the organization running the ads. This can be the seller or an Amazon agency running marketing on their behalf.
- Advertisers create Orders. Orders can be thought of as a brand or a product line. Reports are pulled at the Order-level.
- Line Items can be created using any Amazon URL. We suggest creating Line Items for specific listings and Brand Stores, as these are the locations advertisers are going to direct consumers to most often. By default, Line Items include the publishing destination, such as Facebook, Instagram, or Google.
- Tags are the unique text created by the Attribution Program that are added to the provided URL. Similar to UTM codes in Google Analytics, the unique URL+tag can be used when embedding links in off-Amazon marketing efforts, enabling attribution.
How to Utilize the Attribution Program
Step one is start collecting data. That means immediately creating tags through the Attribution Program for all off-Amazon marketing that you can use to drive traffic to Amazon. The Attribution Program provides data, but it’s still up to advertisers to determine how to use that data.
As information comes in, advertisers can refine their strategies, directing budget and time to increasing advertising effectiveness. Consider what factors are causing an ad to perform well or poorly. Are there any commonalities? Is it based on the copy, graphics, or temporal factors such as seasonality or trends? Do certain channels perform better than others?
Data gleaned from the Attribution Program can be used to improve other efforts as well. For example, if you learn that your most engaged customers are most active on Facebook, you can direct more of your attention there for non-Amazon focuses.
By allowing data to guide your efforts, you can increase your return-on-ad-spend (ROAS), use time more effectively, increase traffic, and grow sales.
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