Your complete guide to Amazon Attribution
WHAT IS AMAZON ATTRIBUTION?
Your complete guide to Amazon Attribution
Measure and optimize the impact of your non-Amazon marketing campaigns based on how consumers discover, research, and buy products on Amazon.
What is Amazon Attribution?
Discover how our self-service analytics and measurement solution can help you optimize your off-Amazon marketing efforts, maximize your return on investment, and drive more sales.
WHAT IS AMAZON ATTRIBUTION?
Your non-Amazon
campaigns, measured
Amazon Ads can help drive awareness, consideration, and sales for your brand and products across multiple touchpoints on Amazon. But we know there are a number of non-Amazon channels that can play key roles in your customers’ shopping journey and in your overall marketing strategy, such as:
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Driving discoverability and consideration of a new product or your Store on Amazon
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Promoting awareness of deals or coupons
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Conducting landing page tests for your product detail pages or Store to optimize views
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Increasing glance views of product pages, which can help support organic rankings and add to the audiences you can reach with self-service display ads
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Boosting new-to-brand consideration and sales in a new category
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Growing your followers on Amazon
So we designed Amazon Attribution (beta) to empower brands like yours with the insights they need to understand how their marketing campaigns off of Amazon, that drive to Amazon product pages and Stores, are creating value for their brand on Amazon. And to learn how those efforts are impacting customers’ Amazon shopping activities, by providing insights throughout the shopping journey.
Using Amazon Attribution’s analytics and insights, you can optimize and plan your digital strategies based on what you know resonates with your customers and makes an impact for your brand on Amazon. This means more opportunities to build awareness of your brand and products, reach more customers, and ultimately increase sales on Amazon.
Amazon Attribution is currently available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
*Sellers must have brand representative status through Amazon Brand Registry to participate in Amazon Attribution. Reach out to seller support with any questions about becoming a brand representative.
Through Amazon Attribution, we have gained visibility into how our client’s non-Amazon marketing investments impact their sales on Amazon. This insight is key to empowering our teams to drive greater return on investment and Amazon business growth for MidWest Homes for Pets.
— Josh Brisco, VP, Growth Media at Tinuiti
WHAT IS AMAZON ATTRIBUTION?
Introducing
Amazon Attribution
Amazon Attribution is a free, self-service advertising and analytics measurement solution that gives marketers insight into the on-Amazon impact of their marketing strategies across paid and organic non-Amazon channels that drive to Amazon product pages and Stores.
Amazon Attribution campaigns can be created for any type of publisher, including paid or organic:
Search
Social
Display
Video
Email
Third-party affiliate marketing
WHAT IS AMAZON ATTRIBUTION?
Amazon Attribution users can
tap into several key benefits:
Full-funnel insights
Access Amazon conversion metrics across the shopping journey, including new-to-brand, detail page views, add-to-carts, and sales, to help you learn how your strategies lead to brand awareness and product consideration on Amazon in addition to sales.
Quantifiable performance
Measure true sales impact instead of relying on engagement metrics to understand which channels and strategies are most effective for your business.
Singular, cross-device view
Ensure all conversions are accounted for regardless of whether they occur on desktops, laptops, or mobile devices for a comprehensive view of the shopping journey.
Multi-dimensional, visualized reporting
Review campaign performance in-flight, and select your report based on whether you’re looking for reporting at the channel, publisher, campaign, creative, keyword, or product level.
WHAT IS AMAZON ATTRIBUTION?
6 ways to use
Amazon Attribution
Here are some of the ways you can use Amazon Attribution to gain insights on your brand’s non-Amazon channel impact, with the ultimate goal to grow your business on Amazon.
1. Understand the on-Amazon shopping journey
For your off-Amazon marketing campaigns linking to your product detail pages or Store on Amazon, you can glean insights on how the campaigns help customers discover and consider your products and lead to conversions on Amazon. You can review metrics such as detail page views, add to carts, and sales, and then use these insights to help motivate shoppers to further engage with your brand on Amazon.
2. Identify new, high-value opportunities
Learn which products shoppers purchase after clicking through your non-Amazon campaigns. You can leverage these insights to inform new marketing strategies and identify new opportunities to re-market, cross-sell, or promote new products—helping you improve the sales impact of your strategies and grow your returns.
3. Test creatives, messaging, and tactics
Use attribution tags across the marketing elements you’d like to test and then use the resulting insights to identify which creatives, messages, publishers, or strategies make the most impact toward your marketing goals.
4. Optimize campaigns in flight
Amazon Attribution allows you to quickly pinpoint which campaigns are working and adjust them accordingly. Making in-flight campaign optimizations can help maximize your campaign’s impact.
5. Learn more about your customers
By using Amazon Attribution tags in your social media posts that link to your Store and product pages, you can gather insights into how your off-Amazon followers shop with your brand once on Amazon.
6. Redefine and remarket across channels for full-funnel impact
With Sponsored Display, you can re-market to audiences who have clicked your non-Amazon ads and explored your Store’s product pages, but have yet to make a purchase.
Advertisers that optimized their non-Amazon media using Amazon Attribution insights experienced an average 18% increase in new-to-brand sales.1
1Amazon internal study across 93 advertisers, November 2020 – April 2021
ADVERTISER SPOTLIGHT
SmartyPants
SmartyPants, a vitamins and supplements brand, launched on Amazon in 2015 and began advertising with Amazon Ads to help grow their brand presence and drive sales. In 2019, the wellness brand expanded their marketing efforts to include paid search, social media, and other non-Amazon channels and registered for Amazon Attribution to track these tactics and measure their success.
SmartyPants partnered with Quartile Digital, a pay-per-click advertising solution integrated with Amazon Attribution through the Amazon Ads API, to manage their paid social and search campaigns. They were able to view Amazon conversion reporting alongside their paid social and search reporting from within the same console they were using for campaign execution.
Using Amazon Attribution through Quartile’s solution allows us to get a unified view of our non-Amazon advertising strategies. For the first time, we were able to view Facebook, Instagram, and Google engagement metrics alongside Amazon conversion and sales metrics. This comprehensive reporting has allowed us to create a truly full-funnel strategy—one that has led to over 100% sales growth for our brand on Amazon this year.
– Gordon Gould, co-CEO at SmartyPants
Get to know the basics
Review some key details on eligibility, access, and more before getting started with your first campaign.
Amazon Attribution is available in the United States, Canada, United Kingdom, Germany, France, Italy, and Spain for the following:
- Sellers enrolled in Amazon Brand Registry with brand representative status
- Vendors
- Agencies that advertise to sell products on Amazon
- Agencies and tool providers working with sellers and vendors who sell on Amazon
You can get started with Amazon Attribution and access your campaigns through the advertising console, right alongside your self-service ad campaigns. Using these insights together with your ad performance metrics can help you learn how to optimize your strategies and drive full-funnel impact for your brand.
Just register for the advertising console or sign in to your existing account to get started. Navigate to the menu on the left, scroll to “Measurement & Reporting,” and select Amazon Attribution to get started.
Earn a bonus on product sales you drive from off-Amazon marketing efforts
For US seller brand owners, you have an opportunity to further maximize your return on investment when using Amazon Attribution, by earning a bonus based on the product sales you drive and measure.
The Brand Referral Bonus program allows you to earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts. Participation in the program can help improve your advertising efficiency by receiving the same bonus for customer purchases of additional products from your brand up to 14 days after clicking on the ad.
The more traffic you drive to Amazon, the more opportunities you’ll have to earn a bonus.
To start earning your bonus, enroll in the Brand Referral Bonus program and start measuring your campaigns through Amazon Attribution.
You can then view your earned bonus on a monthly basis in the Transaction Details page of your seller account. Or download your weekly Brand Referral Bonus Report in Seller Central.1
1There is a two-month processing time between when a sale occurs and when you will receive your bonus.
Amazon Attribution ad traffic measurement is powered by attribution tags. In order to measure advertising impact, you can place attribution tags directly in your non-Amazon ad’s final destination URL. The tag contains URL parameters that enable Amazon Attribution to associate future activity to the ad click.
We’ll explore how to create and implement attribution tags later in the guide.
Before getting started with Amazon Attribution, familiarize yourself with a few other key product terms:
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Campaign: A collection of ad groups tracking conversions and activity for the same products
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Channel: The ad or organic marketing channel type, including: display, email, search, social, or video
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Publisher: The inventory source enabling advertisers to display ads on their website, app, search listings, or other property
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Ad group: Each ad group receives a unique attribution tag and will measure Amazon conversions for the selected products
When shoppers interact with or purchase your products after clicking on an ad measured by an Amazon Attribution tag, we attribute the shopper activity to your campaign.
Amazon Attribution utilizes a 14-day, last-touch attribution model. This means that for a click to get credit for a conversion, the conversion needs to happen within 14 days of the click. Last touch means that the conversion credit goes to the most recent click.
Measurement integration with Amazon Advertising API
Seamlessly access Amazon Attribution measurement within your current tool provider’s interface.
MEASUREMENT INTEGRATION WITH AMAZON ADVERTISING API
Easy access to your measurement
via the Amazon Advertising API
We know that using multiple analytics tools and creating unique measurement tags for every campaign isn’t always efficient and scalable.
To help you streamline your measurement activities, Amazon Attribution is available in the Amazon Advertising API, enabling you to access your metrics within the tool you’re already using to manage your campaigns. Amazon Attribution API tags are macro-enabled for Google, Facebook, and Instagram to provide automated measurement with just one tag for all of your campaign data.
So you can spend less time and resources on manual operations, and more time focusing on what matters—reviewing insights, identifying trends, and creating optimization strategies to help maximize performance.
MEASUREMENT INTEGRATION WITH AMAZON ADVERTISING API
7 benefits of using
the Amazon Attribution API
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Simple sign in: Access Amazon Attribution measurement via your tool provider’s console without needing to sign in to the advertising console.
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Smarter measurement: Generate just one macro-enabled tag per publisher and client.
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Earn a referral bonus: With the Brand Referral Bonus program, you can earn a bonus averaging 10% of product sales driven by non-Amazon marketing efforts that are measured by Amazon Attribution.
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Automated ASIN adding: Products are automatically added for you based on the Amazon product detail page or Store page you choose.
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No manual mapping: Merge reporting and seamlessly join third-party campaign data with Amazon Attribution sales and conversions.
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Multiple reporting grains: Access reporting at the keyword level or in a more granular view, such as at the product level.
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No URL re-trafficking: You don’t need to generate a new Amazon Attribution tag if you’re driving to a new destination URL.
MEASUREMENT INTEGRATION WITH AMAZON ADVERTISING API
Get started with
the Amazon Attribution API
If you’re currently working with a tool provider, reach out to your point of contact to find out whether they’re eligible to integrate with the Amazon Attribution API and how to get started.
For advertisers and agencies that don’t work with API-integrated tool providers yet, explore our partner directory to get started.
Create your first campaign
Step-by-step instructions for getting started with Amazon Attribution.
CREATE YOUR FIRST CAMPAIGN
When creating your campaign, you can choose from two creation methods. We’ll explore step-by-step instructions for creating each type of campaign on the following pages:
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Create a manual campaign to start inputting campaign details and generating tags.
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Use the bulk upload option to create multiple tags at once for Google search and Facebook and Instagram ad campaigns. You can measure up to 100,000 Google search keywords or 8,500 Facebook or Instagram ads by uploading a single file.
Step 1: Start your campaign and choose a creation method
Sign in to the advertising console and expand the global navigation to find “Measurement and Reporting” and select “Amazon Attribution”. Then, go to the campaign manager and select “Create campaign”.
Once you’re on the “New campaign” page, under “Creation method” choose the “Create manually” option.
Step 2: Choose your campaign settings and add products
Add a campaign name, which will only be seen by you in the campaign manager. It’s helpful to name your campaign based on the type of products you’ll be advertising or your campaign goal, such as promoting your bestsellers, supporting a new product launch, highlighting seasonal deals, or building awareness for your brand on Amazon.
In the products pane, you’ll be able to view all the products you’re currently selling on Amazon. Only products that are in stock and include photos and prices are eligible for measurement. Choose products that align with the objectives of your campaign, like those we mentioned above.
Segment your campaigns based on product groupings by including one or more products featured in your ad creative and any size and color variations. Including multiple products in a campaign can help you learn which products shoppers purchased after clicking your off-Amazon ad.
If you don’t see all of your products or see products that don’t belong to your brand, you can manage your brand-to-product mapping and request changes to help you accurately measure the effectiveness of your ad campaigns. Go to “Access and Settings” and click “Brands.” After selecting the brand you want to manage, you’ll have the option to add or remove products.
Step 3: Create ad groups and generate attribution tags
Create one ad group per strategy, tactic, or creative. For example, you can create an ad group to measure an organic post on social media and another to measure a paid social ad. Each ad group generates a unique Amazon Attribution tag that will allow you to measure conversions for the products you previously selected.
Then add the following:
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Ad group name: Create an ad group name based on where and how this specific tag will be implemented.
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Publisher: Select the publisher that corresponds to your ad or post. If the publisher isn’t listed, select “New” and enter the publisher’s name.
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Channel: Choose the channel that corresponds with the campaign you’re measuring.
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Click-through URL: Enter the Amazon destination that you want to drive customers to once they click your ad—either a product detail page or a Store page. This is the destination that your attribution tag will drive to. If your goal is to drive sales for a specific product, consider including a link to the product’s detail page to help shoppers explore the product in detail. If you want to drive consideration across a number of products, consider linking to your Store so shoppers can browse your full catalog.
To add more ad groups under the same campaign, click “Add new ad group.”
Once you’ve created all your ad groups, click “Create.” You’ve successfully created your campaign. The confirmation screen shows a tag generated for each ad group. You can download all tags in a CSV file or copy each tag individually.
Step 4: Apply your
attribution tags
To complete your measurement setup, apply the attribution tags to your campaigns through the corresponding off-Amazon campaign manager. For example, if you’re running an ad on a social media site, visit the ad manager within that site.
Copy and paste the specific attribution tag into the destination URL field in place of the Amazon ASIN or Store URL. Do this for each individual tactic, including social posts, ads, links, and buttons. You can also provide the tag directly to the publisher if your media is site-served.
Step 1: Start your campaign and choose a creation method
Sign in to the advertising console and expand the global navigation to find “Measurement and Reporting” and select “Amazon Attribution”. Then, go to the campaign manager and select “Create campaign”.
Once you’re on the “New campaign” page, under “Creation method” choose the “Upload a file to create in bulk” option.
Step 2: Download your bulk file template
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Once in the “Bulk upload settings” section, under “Publisher”, select Google Ads or Facebook/Instagram depending on your campaign type.
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Download the bulk file template.
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Go to Instructions tab of the downloaded template and follow the steps to create a report from the publisher that includes the required columns listed in the template.
Step 3: Complete your bulk file template
