Amazon Attribution: What it is and How to Use it

Chandler Price

September 2, 2021

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.

What is Amazon Attribution?

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:

  • Detail Page Views
  • Add To Carts
  • Purchases
  • Units Sold
  • Product Sales
  • New to Brand Customers

Why use Amazon Attribution?

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

  • Capture additional traffic
  • Build ad retargeting pools for Sponsored Display and DSP by increasing the number of product views
  • Increase Best Seller Rank (BSR)
  • Generate new demand

How to prepare for using Amazon Attribution

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.

How to start with Amazon Attribution

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.

Setting up tracking

Tracking tags for Amazon Attribution can be set up in two ways:

  1. Manual Creation - This is used for traffic sources outside of Google and Facebook or for marketing campaigns that require less granular reporting.
  2. Bulk Upload - This can be done for Google and Facebook campaigns. Bulk Uploads provide granular data at the keyword or ad level.

Manual Setup

Login to Amazon Attribution and select the advertiser you would like to set up tracking for.

Amazon Attribution 1

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.

Amazon Attribution 2

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.

Amazon Attribution 3

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.

Amazon Attribution 4

Once you’ve created your line item, copy the created attribution tag to start tracking performance.

Amazon Attribution 5

Bulk Upload Setup

Login to Amazon Attribution and select the advertiser you would like to set up tracking for.

Amazon Attribution 1

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.

Amazon Attribution 2

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.

Attribution 6

Follow the steps on the “Instructions” tab to fill out the required columns with Google or Facebook data.

Attribution 7

Back in Amazon Attribution select “Upload File” to submit the completed bulk template.

Attribution 7.5

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”.

Attribution 8

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

Use Amazon Attribution today

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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Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS
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Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS

The purpose of advertising on Amazon is simple: increase traffic and conversions. But the approach to get those conversions is not always so simple. Your Amazon advertising strategy is based on current ad data and performance results such as your return on ad spend (RoAS). 

At a minimum, your RoAS number tells you how well you’re maximizing your ad spend. The problem is the RoAS you’re getting from Amazon or an advertising agency isn’t always accurate. 

As a top 3P seller on Amazon, Pattern helps brands improve their Amazon advertising strategy and results by providing them with one simple metric: true RoAS.

Understanding True RoAS

To understand why true RoAS is helpful to brands, you need to understand how Amazon and other agencies calculate and present your RoAS.

The key to growing your brand and maximizing your ad spend is to drive incremental traffic, rather than cannibalizing what has already taken place. For example, if you are selling probiotics, and paying for sponsored ads to win the keyword “probiotics for women”, but also organically ranked in the top results with the same keyword, that’s cannibalization. The RoAS score you would receive from Amazon includes that level of cannibalism, which inflates the number, causing you to pay more on ad spend. The best ads drive incremental growth instead of cannibalizing organic sales. 

At Pattern, we’ve created the acceleration software to make sure brands are getting their “true RoAS”. Pattern’s patented tool applies artificial intelligence to advertising to maximize incremental growth or true return on investment. 

Our software helps brands optimize their efforts by providing live and updated information on where your brand is not organically ranking, and what you should be paying for. If your ranking improves in one area, the ad spend will automatically decrease for those words or phrases until the software detects a drop in ranking, signaling that your ad spend should go up again. This dynamic monitoring of ad spend will help you maximize incremental growth and improve your RoAS.

Improve Your Amazon Ad Strategy with Pattern

Knowing your true RoAS is key to improving your Amazon performance. Advertising agencies and marketplace account managers often give you an inaccurate RoAS ratio or value, which only incentivizes you to spend more on advertising, ultimately increasing revenue for the agencies and/or marketplaces.

At Pattern, a 3P partner on Amazon and other marketplaces, we view our brands just as that: a partnership. When you win, we win. You succeed on Amazon by maximizing your ad spend and we have the data and resources to help you do just that. Accurate, transparent data and reporting will help improve your advertising strategy to drive more traffic to and conversions on your products. 

Ready to finally get your true RoAS? Contact us.   

Slowing Inflation is Music to Consumers’ Ears
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Slowing Inflation is Music to Consumers’ Ears

**Instrument Pricing Changes Tune Amid Record Inflation** Compared to 2022, consumers should expect to pay more for musical instruments, but the rate of inflation shows signs of slowing. **The backstory:** America’s most popular musical instruments saw a notable price increase in 2022 compared to 2021, but the rate of inflation eased in Q4 ’22. **Why it matters:** Slowing inflation within this product category could indicate economic pressures like increased demand, rising labor costs, and supply chain disruptions are easing across the consumer landscape. **What we’re seeing:** The average cost of musical instruments increased 7.5% from 2021 – 2022; however, when analyzing individual increases year over year, some instruments saw price increases as high as 21%. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-02Lwk" src="https://datawrapper.dwcdn.net/02Lwk/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones experienced a 21.73% increase compared to 2021 * Trumpets +20.08% * Flutes +18.6% * Recorders +16.13% * Saxophones +13.63% * Clarinets +10.55% * Drums +5.41% * Ukuleles +5.17% **However:** Inflation among these same instruments was significantly less in Q4 ’22 compared to Q4 ’21. In some cases, prices decreased from Q4 ’21 – Q4 ‘22: <iframe title="Price Change for Instruments — Q4 2022 vs. Q4 2021" aria-label="Bar Chart" id="datawrapper-chart-6X6GZ" src="https://datawrapper.dwcdn.net/6X6GZ/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones +11.23% * Flutes +10.41% * Saxophones +5.94% * Clarinets +5.59% * Trumpets +3.10% * Recorders +2.85% * Drums -2.59% * Ukuleles -8.46% **Moreover:** Certain instruments saw inflation reverse in 2022. On average, prices for melodicas, guitars, and violas saw their prices decrease by 4.41%, 3.19%, and 0.97%, respectively. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-0Tefk" src="https://datawrapper.dwcdn.net/0Tefk/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="259" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Diving Deeper:** Inflation was more significant when comparing Q4 ’21 to Q4 ’20 than when comparing Q4 ’22 to Q4 ’21, indicating a slowing down of price increases for consumers. <iframe title="YOY Q4 Price Change for Instruments — 2020 – 2022" aria-label="Stacked Bars" id="datawrapper-chart-p6iqt" src="https://datawrapper.dwcdn.net/p6iqt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="206" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * In Q4 ’21, average prices for all instruments were up 8.89% compared to Q4 ’20. * When comparing Q4 ’22 to Q4 ’21, the average price for all instruments only increased by 2.65%. **The takeaway:** While consumers should expect to pay higher prices for instruments this year, overall inflation impact within this product category appears to be slowing down. With National Ukulele Day coming up on February 2, now is a great time for ecommerce brands to take advantage of slowing economic worries and reach new consumers. * Want Pattern’s data science team to power your brand with consumer insights like these? Contact us to [request more information](https://pattern.com/contact-us/) today.

Slowing Inflation? What Musical Instrument Pricing Tells Us
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Slowing Inflation? What Musical Instrument Pricing Tells Us

It’s safe to say consumers and brands alike are eager for a change to the pattern of rising inflation, steadily increasing in many ecommerce categories . Pattern’s internal team’s data scientists analysis of instrument pricing shows a glimmer of hope that inflation may be slowing, which would be great news for brands selling online.

At Pattern, we’re interested in and monitoring trends and news related to pricing since price is a key factor in a brand’s profitability (as explained in the Ecommerce Equation). When brands are able to optimize their price, conversions, and traffic, they can optimize their profitability. And profitability leads to better allocation of resources, better brand control, and gives leaders the ability to expand their presence to new markets worldwide.

YoY Instrument Pricing Increased at a Slower Pace

When analyzing the pricing changes of instruments from 2021 to 2022, our teams found that prices increased, but at a slower rate than from 2020 to 2021.

As shown below, the year over year Q4 changes show quite a lower rate of increase.

Inflation Improvements Raise Profitability

Because inflation impacts online shopping behaviors, lower inflation can lead to better overall profitability for brands. This idea, of course, is nuanced, but Pattern’s Ecommerce Equation can help illustrate the general principle.

When inflation rises, consumers change their spending habits. Shoppers spend more time researching products, forego premium, higher-priced brands, and buy more in bulk. Brands tend to see a loss of loyalty as they’re forced to raise prices.

Price is a key variable in the Ecommerce Equation: price x conversion x traffic = profitability. As inflation lowers, brands can expect better performance in all of these areas—more traffic as spending habits return to normal, higher conversion from returning customers, and price that better fits consumer demand. As inflation lowers and these variables stabilize, brands will see profitability increase.

Raise Your Profitability with Pattern

As an ecommerce accelerator, Pattern is obsessed with gathering data that helps our brand partners succeed. We’ve created best-in-class technology, models, and analytics to understand changes on the horizon and inform our decisions. With an incredible team of data obsessed Pattern employees, we see what makes the difference in truly great ecommerce performance and apply those learnings for brand partners. 

Ready to improve your profitability? Contact us here.