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.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.