While “data driven” marketing is a widely used phrase, oftentimes marketers can find themselves in a pinch when trying to measure campaign effectiveness. In a survey conducted by Callrail it was found that 39% of marketers struggle to understand the effectiveness of their campaigns. Using marketing attribution tools effectively is crucial to the success of brand growth, budget allocation, and campaign optimization. In the past, driving off-amazon traffic to Amazon pages led to the same sales attribution and effectiveness concerns.
With the launch of Amazon Attribution (Beta) marketers now have the ability to measure off-amazon performance from email, social, search, and display campaigns.
The Amazon Attribution (Beta) was launched as an advertising analytics tool to give further insight into off-amazon performance. Prior to Amazon Attribution, measuring direct lift from off-platform traffic sources was difficult to discern. Unlike a typical D2C website, Amazon does not have the ability to place pixels on product detail pages which limits the ability to measure traffic from Facebook, Google, or other external sources. The launch of the beta bypasses the need for the implementation of a pixel by generating URLs that give access to conversion tracking and performance data.
Amazon Attribution Beta gives insight into:
With over 350 million products listed on Amazon, products can be lost in the noise of competition. Utilizing off-channel traffic sources through email, social, search, and display ads can provide the touch points needed to communicate why someone should purchase your product over a competitor. With competition higher than ever, utilizing meaningful messaging helps differentiate products from the millions of others being sold.
Why drive off-amazon traffic
Before driving traffic to Amazon product detail pages it’s crucial to optimize listings. Ensuring product listings convert well and highlight relevant information gives shoppers a better experience. As Amazon optimizes to organically show the best products, relevancy and conversion are large factors in determining rank. After optimizing listings, traffic driven from external sources will promote higher sales and positively influence organic ranking.
The Amazon Attribution (Beta) is available to sellers with access to Brand Registry who actively sell on Amazon. Vendors or Sellers can register through Amazon to access the Attribution console or API. You can also work with your Pattern brand manager and advertising expert to get started.
Tracking tags for Amazon Attribution can be set up in two ways:
Login to Amazon Attribution and select the advertiser you would like to set up tracking for.
Once here, select “New Order” in the top left to get started. The order will represent a grouping of line items which will track traffic metrics for the products selected.
From here select “manually create order” to see a list of all products sold by the Advertiser. Choose the products that you’d like to track performance for and all variations by clicking “Add Variations”.
Performance metrics for all other products sold by the brand will be tracked under Total metrics in the reporting.
Create your first line item by entering an identifiable name and select the publisher. The publisher will be the source the traffic is being driven from. If the publisher does not appear in the list select “New”. To finish creating your line item add the URL from your traffic source.
Once you’ve created your line item, copy the created attribution tag to start tracking performance.
Login to Amazon Attribution and select the advertiser you would like to set up tracking for.
Once here, select “New Order” in the top left to get started. An Order represents a grouping of Line Items which will track traffic metrics for the products selected.
From here select “upload file to create order and tags” then the publisher you’re using (Google or Facebook). Then download the bulk file template to access the Excel file.
Follow the steps on the “Instructions” tab to fill out the required columns with Google or Facebook data.
Back in Amazon Attribution select “Upload File” to submit the completed bulk template.
Once your bulk file has been uploaded, navigate to bulk operations to find your file. When the file has been processed you’re ready to associate the products you’ll be tracking by selecting “add products”.
After the file has been processed, download the “Attribution Tags” and upload the “Final URL Suffixes” to the corresponding ad platform.
Tip: To validate reporting accuracy wait one to two days after set up and compare clicks measured between Amazon Attribution and the traffic source. A small variance of 10%-15% may be seen due to differences in click attribution models
As a free tool the Amazon Attribution (Beta) can be used to more successfully drive external traffic, measure performance, plan, and optimize. While driving external data can help Amazon products thrive it’s crucial to track conversion metrics and use a data driven approach. Work with our team of experts to get started today.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.