Chapter 1: What is Amazon ad attribution and why is it important?
How do you measure attribution on your Amazon ads? And better yet, how do you know if it's actually being attributed correctly to the correct ad? And even let's go a layer deeper there. Is attribution something you even need to worry about with Amazon advertising? My name is Noah Wickham. I'm VP of sales and marketing here at My Amazon Guy.
This is the question I am asked all the time because it's not very apparent to the average seller how attribution is judged on Amazon ads. And so that would be a good topic to go over and kind of break down the different barriers and layers of attribution. So first and foremost, let's talk about what is attribution.
So attribution in advertising is essentially the principle of when somebody clicks on ad, their sale or that click is attributed to X ad on whatever platform you're on. For Amazon, you specifically are going to have three different types of ads at any given time.
You're going to have your sponsored product ads, you are going to have your sponsored brand ads, and then you are going to have your display video and audio ads. we could add another layer in here and say DSP as well. But for the premise of this, we're going to stick with those three different ad types.
So what is the different types of attribution we can have, there are two different models when it comes to attribution in the first place, you either have first touch attribution or last touch attribution. For first touch attribution, it means that you are going to judge it based on whatever ad
or whatever channel that that person clicked on the very first time because you are assuming that in that case that was the one that actually interested them the most and so you judge it based on the first touch doesn't matter how many different ads they click in between that first touch and purchasing you always judge it on that first one second version of attribution is last touch attribution which means that they can click 10 different ads but it doesn't matter
The only one that actually matters is the very last ad that they had clicked on. So that would be last touch. They can click on as many different ads, as many different products as possible, but whatever that very last one is, is the one that actually matters because it's the one that got them to convert for Amazon advertising. They judge all of their different ad types based off of last touch.
That means that essentially it doesn't matter if somebody clicks on a DSP ad, and then they click on a sponsor brand ad and they click on a sponsor product ad, Amazon is only going to judge it based on the very last ad that was clicked for any purchases made on a product.
When we're thinking about this as well, we have to understand essentially what is attribution and in general when it comes to advertising. And the actual idea here is that there is usually something considered an attribution window. So an attribution window is basically a timeframe for in which a ad can be clicked.
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Chapter 2: What are the different types of Amazon ads and their attribution models?
Somebody views it in and then within 14 days they buy any form of product that you have under your sponsor brands or display, then those products purchases, even if they are not the ones they're being advertised, will also be attributed to that ad campaign.
This is where a lot of people get really messed up with things like BCPM campaigns because they don't understand the fact that if somebody viewed their ad at some point in time and then 13 days later went and purchased a product that they're not even advertising under that campaign, they get really tripped up by that.
that's the idea behind you know growing your overall brand awareness through something like sponsor display now if you're wanting to actually be able to granularly look at each one of these different campaign types and understand how they're targeting and where these sales are actually attributed it's actually fairly simple so all you're going to end up having to do is coming over to measurement and reporting then going to your sponsored ad reports
You're going to create report. And then for sponsored product, what you're going to do is you're going to go down to purchased product. And for this specific one, this report is going to detail on the non advertised ASINs a customer purchased after clicking on your ad. Again, this is where I think a lot of people get tripped up by attribution.
They'll see that essentially they're getting clicks and they're getting sales towards products that they're not even advertising. but those sales are being attributed to their ads. And so this is where Amazon allows you to actually see that.
So I always for this, because sponsored products only has a seven day window of attribution, you can put this for every seven days and check it every seven days to understand what are people purchasing after they're clicking your ad that was not what you were actually advertising. Now, sponsor brand very similarly has attributed purchases.
Now this is a bit different obviously than the actual purchase products, but this one allows you to essentially see all of the specific products sold that got attributed to your sponsor brand campaign. Again, sponsor brand campaigns allow for both clicks, but also clicks and views.
This means that again, if somebody just viewed your sponsor brand and then purchased a different product, it can get attributed to this actual one. So for this, again, we can do less seven days or since sponsor brands has the attribution, we can do the last 14 days. Then finally we have our sponsor display and TV.
And again, we're going to look at the purchased product, which is all of the non advertised ASINs. This is, again, the more impactful way because you need to understand what it is people are buying and that are being attributed to your campaigns for your overall brand growth.
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Chapter 3: How do first touch and last touch attribution models work?
So hopefully this was kind of helpful on understanding a little bit more on Amazon ad attribution and what it looks like for every one of the different campaign types. If you like content like this, I encourage you to subscribe to the channel, like the video and comment down below if there is a topic you want to see me cover here in the future.