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The Amazon Attribution Beta Program
Amazon Attribution Beta is a measurement solution that provides brands that sell on Amazon with sales impact analysis across media channels off Amazon. It was launched in 2018 and since then is helping brands unify their cross-channel measure.
Brands can now measure the impact of display, search, and video channels based on how consumers discover, research, and buy their products on Amazon. With on-demand reporting, they are able to uncover the insights needed to optimize their media campaigns in-flight and grow product sales.
Amazon Attribution allows brands to:
-Measure: Gain insight into advertising channel effectiveness through Amazon sales impact analysis
-Optimize: On-demand attribution reporting allows for in-flight optimization
-Plan: Review channel performance and relevant Amazon audience segment insights to help plan future marketing strategies that can maximize ROI.
Amazon Attribution’s measurement is powered by standard 1×1 image impression pixels and click redirects that are added to your campaign’s ads or creatives.
Amazon’s pixels measure impressions and clicks across your media purchased outside of Amazon Advertising, and allow Amazon to attribute Amazon shopping conversions to your various media channels, campaigns and strategies.
Amazon Attribution Console tracks the following metrics by campaign and ASIN:
-Amazon Detail Page views
-Add to Cart
-Purchases
-Sales
These metrics give advertisers insights into each stage of the customer journey in order to determine the activities that drive performance, and understand how to optimize campaigns to improve ROI and increase sales on Amazon.Importance of Tracking Attribution.
An attribution involves determining which marketing channel and/or campaign to credit for a detail page view and sale. You can use attribution metrics to optimize your ad spend, targeting and placement to improve overall ROI.
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