Amazon Attribution is a measurement tool that allows you to track and analyze the performance of your off-Amazonadvertising campaigns.
Off-Amazon advertising campaigns can be found on other websites and on social media such as Google, Facebook, Instagram, and so on.
Amazon Attribution provides all the data you need to analyze the impact on shoppers of your advertising campaigns:
This tool helps advertisers maximize their advertising ROI (Return on Investment), and it also helps to track traffic and third-party revenue. With Amazon Attribution, you can discover insights at each stage of the customer journey and understand how to optimize your digital campaign to increase the returns.
Amazon attribution allows you to do three specific things:
Amazon Attribution is only available for companies subscribed to Brand Registry.
An Attribution Tag is an URL that measures the click-through rate, conversion rate, and sales of the product on Amazon.
The Attribution Tag is the link to your product listing that you add to your off-Amazon campaign so that Amazon can track the performance of the ad.
First, you need to set up your Amazon Attribution account, then you can generate your Attribution Tag and start tracking your off-Amazon campaigns.
Once on the account, you have to click on the advertiser’s name you want to create the tag for.
Then click on the “New Order” button.
If you’re creating a link for Google Ads, you need to select “Upload a file”.
If you’re creating a link for anywhere else, you need to select “Set up an order”.
Then “Add” the product you want to link from the list below.
At this point, you can give the Order/Attribution Tag a "Name" and an "External ID". Then click on “Continue to line items”.
Now, you’re going to find the “Publisher” drop-down menu where you can choose exactly where you want to place your ad with your link. For example, Facebook.
And immediately after, in the “Click-through URL” box, you can add the URL of the product you want to send people to when clicking on the ad.
Click on “Create” to finally find your Amazon Attribution Tag.
Now, you can copy and paste the link and add it to your off-Amazon ad so that you can track anyone that clicks on it.
Go to Facebook Ads Manager and click on “Create Ad”.
Select the objective of your campaign, in order to ensure that Facebook will show your ads to the right people.
Choose where you want to drive traffic.
You can choose if you want to create a target audience based on existing data from the past, create a new audience, or both.
Detailed targeting is used to ensure that your campaign will have better results.
Another option is to use an already existing list of people, in order to create a custom audience.
You can choose either the automatic placement or the manual placement, we advise choosing "Manual Placements"
To optimize your performance, what you’ll want to do is locate your ad on “Feeds”.
You need to set your budget and choose a schedule with a start and end date (optional).
Start with a low budget of your choice and check if your ad performs well.
Under Identity, make sure you select the right Facebook page.
Next, you’ll be asked to copy and paste your “Website URL” from Amazon to create your ad. This way, by clicking on the ad, shoppers will be directed to the Amazon page of your sponsored product.
Click Publish once your campaign is ready to be launched.