Amazon recently announced
the introduction of several new features to help brands and advertisers
measure the performance of their non-Amazon marketing strategies with
Amazon Attribution.
What is Amazon Attribution?
Amazon Attribution is a measurement solution that provides brands that
sell on Amazon with sales impact analysis across media channels off
Amazon. With on-demand reporting, Amazon attribution allows advertisers
and brands to uncover the insights needed to optimize their media
campaigns and grow product sales.
3 New Features for Amazon Attribution
[September 2020 Update]
1. Bulk Operations Now Support Facebook Ads
According to Amazon, bulk operations for Facebook ads enable advertisers
to automatically generate up to 8,500 Amazon Attribution measurement
tags by uploading a single file containing campaign information. Once
these tags have been generated, advertisers can download the file
containing the tags for easy implementation, quickening the process for
creating campaigns across Facebook, including ads on Instagram,
Messenger, and Audience Network.
“To this point, it has only been available with Google Ads. Having a more simplified way to create tags, not only makes for a more efficient granular campaign set up but also better facilitates making more informed optimizations, making the tool all the more powerful. Advertisers with robust social campaigns should find this update particularly enabling.”
– Josh Brisco, Senior Director of Growth Media, Tinuiti
2. Enhanced In-app Social Measurement
Amazon has also improved their capabilities for social in-app
measurement, allowing advertisers to report on conversions that occur
for ads or posts clicked within an in-app social environment, as long as
they happen during the standard 14-day attribution window.
Now Amazon Attribution-tagged mobile ad clicks within Facebook and Instagram will give users the prompt to open the destination within the Amazon Shopping app vs. opening within Facebook’s browser.
“We had long thought that Amazon Attribution was not capturing all conversions generated via Facebook and Instagram, as the user flow of logging into and then purchasing on Amazon via the Facebook browser, was an inferior experience to simply being directed to the Amazon Shopping app where ease of purchase is greatly heightened,” Brisco says.
“We expect this shift to increase conversion rates for mobile social traffic (which accounts for the vast majority of mobile traffic), thus making social to Amazon traffic more attributable and easy to demonstrate value. This has long been on our wishlist from a features perspective, and we are actively A/B testing the new capability to see if our hypothesis on CVR holds up.”
3. Attribution API (beta)
Amazon Attribution is now available in the Amazon Advertising API,
enabling brands to seamlessly view Amazon Attribution measurement within
their tool provider’s familiar interface. This launch improves the
experience for our advertisers by providing:
- Streamlined operations and campaign set up.
- A comprehensive and quantifiable view of on-Amazon performance for non-Amazon marketing campaigns, all within one familiar console. Advertisers can now view upper-funnel engagement metrics, like impressions and clicks, alongside lower-funnel metrics likes Add to Carts, detail page views, and sales on Amazon.
- Automated optimizations to help improve return on investment (ROI).
According to Brisco, the API capability will ease the manner in which
Amazon Attribution is set up as well as reported on by allowing users to
execute Amazon Attribution tasks within the tool provider or self-built
interfaces.
“This is another great update to the Amazon Attribution toolkit, and what is most exciting to me is that through API integrations, it is possible for advertisers to view data and make optimizations based on that data in one central location, vs having to create combined or custom reporting.”
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