How Can Amazon Attribution Help Grow Sales?

The DealNews Seller's Guide

Amazon Attribution is a useful analytics tool, but how can it actually help sellers? We answer that question in this edition, plus take a look at how this program works.

Amazon Attribution is a valuable analytics tool that can help you determine what ads are working and which campaigns need to be redirected. But what exactly can it do to help Amazon sellers? And are there any ads that don't work with it?

How Can Amazon Attribution Help Grow Sales?

There are a number of ways to drive people to your Amazon product page, most of which involve online advertising. Amazon Attribution provides on-demand analytics on the performance of each of your advertisements, so you can identify which ads and platforms work for your brand.

You could even carry out A-B testing to see which ad variations perform best on which channels. You can access this data immediately, so you can adjust ad strategies on the fly if you aren't seeing results. Altogether, Amazon Attribution lets you put more resources into ads and channels that pull in customers, while fine-tuning your strategy for ads that don't perform.

But the Amazon Attribution beta also provides details on your sales funnel to help you earn repeat customers. Are people clicking through your ad, but leaving after looking at the product details page? Are they adding your item to their cart but never buying it? Knowing this kind of information can help you improve your store to convert ad clicks into sales. And that can help you in refining your advertising strategy, so you make the most of your marketing budget, no matter how large or small.

What Types of Ads Work With the Amazon Attribution Beta?

Amazon Attribution is basically a tracking URL. You add specific tags to your links, and then Amazon tracks customer behavior after they click those links. That means the Amazon Attribution beta can give you data from practically any marketing campaign — whether it's a social ad or a blog post on your website.

But there's one major exception: you won't be able to track your ad if it leads to a landing page on your website or any other intermediary page, and then goes to Amazon. Amazon Attribution can only track links that go directly to Amazon. It limits its value for brands that sell in many places, but it shouldn't be much of an issue if you primarily sell on Amazon.

You'll have to give Amazon a bit of data on your third-party advertising campaigns in order to set up Amazon Attribution. Want to create an attribution tag for your marketing campaigns? Then you need to enter the advertiser and the products you want to track. You'll need to generate a new tag for each advertiser and marketing campaign. You need to generate a tag for each ad variation, as well, if you want to do any kind of A-B testing.

SEE ALSO: The Best Inventory Management Software for Amazon Sellers: 6 Top Tools to Consider

Get your campaign set up, and Amazon will generate a URL you can link in your campaign. Just add the link, and Amazon will track what happens whenever a potential customer clicks on it.

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

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