Start Here: Key Metrics to Track on Amazon Attribution

Posted June 7th, 2024 by Kirti & filed under Amazon Ads.

Amazon Attribution offers a range of metrics to help you understand the performance of your non-Amazon advertising efforts in driving traffic and sales on Amazon. Here are some key metrics to consider tracking

Upper Funnel Metrics

These metrics focus on awareness and visibility, aiming to attract and inform potential customers.

1. Impressions: The number of times your ad is displayed to potential customers. This helps gauge brand awareness efforts.

2. Clicks: The number of times someone clicks on your ad and lands on Amazon. This indicates initial interest.

Mid Funnel Metrics

These metrics measure engagement and consideration, indicating the level of interest and intent among potential customers.

1. Click-Through Rate (CTR): (Clicks / Impressions) * 100. This shows the percentage of people who saw your ad and clicked on it. A higher CTR suggests a compelling ad.

2. Detail Page Views: This metric specifically tracks the number of times users view the product detail page of an advertised product after clicking on your ad. It indicates that users found your ad interesting enough to click and then explore the product further on Amazon.

3. Add to Carts: This metric goes a step further than detail page views and indicates purchase intent. It tracks the number of times users add an advertised product to their cart after clicking on your ad. This suggests that users are seriously considering buying the product and have moved closer to the conversion stage.pen_spark

Lower Funnel Metrics:

These metrics focus on conversion and purchase, measuring the actions taken by users who are ready to make a purchase.

1. Sales/Conversions: The total number of sales generated from clicks on your ads. This is the ultimate measure of success.

2. Advertising Cost of Sales (ACOS): (Ad Spend / Sales) * 100. This metric shows how much you spend in advertising to generate each sale. A lower ACOS is generally desirable.

3. Units Sold: This metric goes beyond just the number of sales and tells you the total quantity of products sold on Amazon attributable to your ad clicks. This can be valuable for understanding the overall impact of your campaign on product movement.

4. New-to-Brand Metrics: These track purchases from first-time customers of your brand on Amazon, driven by your ad campaign. This helps identify the effectiveness in customer acquisition.

New-to-Brand Orders: Number of orders from first-time customers of your brand.
New-to-Brand Sales: Revenue generated from first-time customers.
New-to-Brand Units Sold: Number of units sold to first-time customer

By analyzing these metrics across the user journey, you gain a holistic view of your campaign performance. Use these insights to refine your targeting, optimize ad creatives, and ultimately drive more sales and brand loyalty on Amazon. Remember, Amazon Attribution is your key to unlocking valuable data that empowers you to make informed decisions and achieve your advertising goals. So, dive in, explore the metrics, and watch your Amazon campaigns flourish!

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