What Is Amazon Attribution?

The DealNews Seller's Guide

When you spend money on advertising, you want to know how many clicks converted to sales, and which ads drove the most sales. Amazon Attribution provides this crucial information. Listen as we tell you all about this analytics tool.

You want to be sure you're getting a good return on your investment when you spend money on advertising. But you only have part of the picture when you're using third-party ads to direct people to your Amazon products: potential customers fall into an analytics black hole as soon as they click on your ad.

You know how many people clicked your ad, but what happens on Amazon is a mystery. How many of those clicks converted to sales? Which of your ads drove the most sales? And just where are you losing your potential customers if you're getting plenty of click-thrus on an ad, but few sales? This information is crucial to knowing if your ad campaigns are working, and it's exactly what Amazon Attribution provides.

Keep listening to learn about this tool and how it compares to third-party offerings.

The Basics of Amazon Attribution

Amazon Attribution is an analytics tool, and it lets you see the kind of impacts your third-party advertisements and other marketing efforts have on your Amazon sales. You can see a variety of metrics when you set up Amazon Attribution. You can look at how many people clicked on each of your ads, as well as how many people viewed the product detail page, added your product to their shopping cart, and purchased your product after they clicked an ad.

You can identify which ad strategies are most effective, and can also find the point in your sales funnel where you're losing customers. It's exactly the data you'll need to refine your ad campaigns and address any issues with your funnel — which hopefully leads to more sales. And you'll be happy to know that Amazon Attribution is free for all eligible users.

Who Can Use Amazon Attribution?

Amazon Attribution is in beta form still, and currently only available for select groups. One is professional sellers with a trademarked brand identity who are enrolled in the Amazon Brand Registry. Vendors are eligible, too, as are agencies with clients who are Amazon sellers. The Amazon Attribution program is running in the United States, Canada, the United Kingdom, Germany, France, Italy, and Spain.

SEE ALSO: Why a CPC Campaign Is a Good Way to Manage Your Marketing Budget

It might become available to additional sellers in the future, but Amazon hasn't announced anything as of this recording.

How do you sign up for the program?

Go to the Amazon Attribution page, which you can access through advertising-dot-amazon-dot-com. Then click the "Get Started" button near the top. That will bring you to a lower section of the page, where you can click the "Get started" link if you're a vendor, or select the North America or Europe marketplace if you're a seller.

Other tools, and how they compare to Amazon Attribution

Many analytics tools help you view sales data, analyze your competitors, and optimize your product pages to garner more attention. But only Amazon knows exactly what happens on Amazon product pages, which leaves a big gap if you're only relying on other tools.

You can collect pieces of the puzzle from other data, like ad click-thrus and sales. But what happens in between those two points is a mystery without extra information provided from Amazon Attribution. The service won't replace your other analytics tools; instead, it supplements them with new data to offer insight on your marketing efforts.

Third parties can build Amazon Attribution data into their analytics software, thanks to the Amazon Advertising API. But you'll still need to sign up for Amazon Attribution in order to see that data if you opt for one of those tools.

That's all for this edition of the DealNews Seller's Guide.

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