Amazon Attribution: How to measure your external traffic on Amazon

Have you ever heard of Amazon Attribution? This tool from Amazon is a great way to measure and optimize the success of your marketing campaigns outside of Amazon. In this article, we will delve deeper into what Amazon Attribution is, how it works, and how you can use it to increase the success of your campaigns.

What is Amazon Attribution?

Amazon Attribution is a tool that allows sellers to measure the impact of their campaigns that drive external traffic to their Amazon listings. It provides valuable insights into the entire purchase process.

What insights does Amazon Attribution provide you with? From all visits to product detail pages to the number of shopping carts and conversions on Amazon. In other words, all the key metrics that reflect the impact of your external campaigns.

This way you can measure and optimize the success of your campaigns better.

How does Amazon Attribution work?

Amazon Attribution works by creating a unique tracking URL for each of your campaigns. You then use this URL in your ads that you run on various advertising platforms.

You can find Amazon Attribution in your Amazon Ads console. Click on "Reports & Reporting" and then on "Amazon Attribution". There you can easily generate your attribution link and then incorporate it into your campaign.

When a potential customer clicks on your ad and makes a purchase on Amazon, Amazon is now able to track the action. Amazon can now trace the entire path of the customer. This way, the data needed to analyze your campaign can be collected.

What can you use Amazon Attribution for?

Amazon Attribution is designed to measure the external traffic that you bring to your listings from sources outside the platform. Whether it's campaigns on Google Ads or social media platforms like Instagram or Facebook.

Of course, your options are not limited to paid traffic. You can also apply attribution links to organic campaigns. For example, if you have set up a website with a blog for your brand, you can link your product here and drive organic traffic to Amazon. Amazon Attribution then allows you to track whether this traffic converts.

Further practical examples for the use of Amazon Attribution are:

• Influencer campaigns

• Linking to comparison portals

• Google Ads

• Meta Ads (Facebook, Instagram, ...)

• Pinterest Ads

• Email Campaigns

• Website / Blog

• Youtube

You see: no matter where you send external traffic to your Amazon listing - with Amazon Attribution, you can measure and analyze each source individually and in detail.

What are the disadvantages of Amazon Attribution?

You have now learned about the advantages of Amazon Attribution. But are there also disadvantages? Unfortunately, yes.

Especially on social media, it is important for campaigns to receive feedback on their success. The most well-known tracking tool for this purpose is the pixel from Meta (Facebook Pixel). Tracking your traffic with a pixel is essential for effectively measuring the success of campaigns on Facebook and Instagram.

The pixel tracks the conversions and assigns them to users on Facebook or Instagram. This way, the algorithm is able to learn which users are likely to make a purchase.

Amazon Attribution, on the other hand, only tracks the traffic coming from a specific source and monitors its actions. However, the tool is not able to provide feedback to the source of the traffic.

One could say that it is only partially sensible to direct external traffic to Amazon. Especially if these sources rely on this feedback to learn.

Amazon Attribution: Case Study 1 (Meta Ads)

Imagine you have launched an advertising campaign on Facebook to promote your new product. You are using multiple creatives to encourage potential customers to click and ultimately make a purchase. Now, you want to know which of these creatives was the most successful.

With Amazon Attribution, you can now create a unique link for each of these creatives. Thanks to the clear tracking in Amazon, you can precisely determine which one was the most successful. This allows you to decide which ads need to be modified or even turned off due to poor performance.

As already mentioned, these campaigns will only be partially effective. This is because the Facebook algorithm lacks the information exchange through the pixel.

Amazon Attribution: Case Study 2 (Influencer Campaign)

You use influencer marketing to drive external traffic to your listing. To do this, you hire 10 influencers to promote your product on Instagram and TikTok.

Now you can create a separate Amazon Attribution link for each influencer and platform. So that would be 20 links (10 influencers x 2 platforms).

After the marketing campaign, you can analyze which influencers and platforms performed the best. This way, you will know where to best allocate your money for the next campaign.

Amazon Attribution: Case Study 3 (Comparison Portals)

You have come across a comparison portal such as Vergleich.org or Expertentesten.de in your search for external traffic sources. They have a corresponding comparison page for your product category.

Now you have the opportunity to "buy in" there, and the provider charges, for example, 100€ per month for this.

With Amazon Attribution, you have the opportunity to measure whether it is really worth the money and if the €100 advertising budget pays off for you.

Let's say you generate 50 clicks per month, which corresponds to a Cost-per-Click (CPC) of 2€.

Because it is "warm traffic" and highly converting, let's say there are 30 purchases resulting from it. This then incurs costs of 3.33€ per sale. If your product costs 30€, that would be an ACOS of around 11% - not bad!

Conclusion

Amazon Attribution is an extremely useful tool for those who want to drive external traffic to Amazon. It provides detailed insights into your customers' purchasing process and helps you better measure and optimize the success of your campaigns. So if you want to promote your products additionally, you should definitely use Amazon Attribution.

Especially when you are running multiple external campaigns, it is extremely helpful to use Amazon Attribution. This way, you can always identify the touchpoints through which potential customers become aware of you. This will help you focus on successful campaigns!

Do you want to have a better overview of the overall performance of your listings? Then Try Sellerfox now for 1 month for free.Sellerfox helps you keep an eye on your KPIs and draw the right conclusions for your decisions!