An introduction to Amazon Attribution and campaign reporting

Campaign reporting allows advertisers to measure and analyze the performance of Amazon-based advertising campaigns. By providing detailed insights into various aspects of ad performance, campaign reporting helps advertisers get to know their audience, optimize their ad spend, and improve overall campaign effectiveness.

Campaign reporting metrics are available through the Amazon Ads console Amazon DSP reporting. You can use campaign reporting to assess the effectiveness of campaigns featuring audio ads, Sponsored Brands, Sponsored Display, Sponsored Products, Brand Stores, and video ads.

The most effective marketing is amplified by a deep understanding of the metrics behind the strategy—and knowing what to do with the information the metrics provide you. Once you launch any type of advertising campaign, you want the ability to quickly assess what’s working and what isn’t.

Campaign reporting through Amazon Ads allows you to analyze performance across a variety of universal metrics, such as click-through rate (CTR), return on ad spend (ROAS) or page view rate, and Amazon-specific metrics, such as advertising cost of sale (ACOS), and subscribe and save (learn more about these below). Within the Amazon Ads console, select Campaigns from the left column. Then, you’ll choose the campaign that you want to review. You can select the information you want to measure and follow within your campaign. As you plan for how to measure and optimize, here are six types of campaign reporting to focus on initially:

Success metrics: If you’ve done any online advertising, there are a handful of metrics you always look for: CTR, page views, ROAS, etc. Amazon campaign reporting offers all of those and more. You’ll also find Amazon-specific, retail-focused metrics, like ACOS, and subscribe and save.

New-to-brand metrics: These metrics analyze engagement from first-time customers. They help you visualize the impact of your ad-attributed purchases, so you know what is bringing new traffic to your brand.

Gross and invalid traffic: First, let’s explain the terms: Gross traffic refers to the total ad views or clicks your ad receives. This includes both valid and invalid traffic (IVT). Valid traffic comes from legitimate shoppers, while IVT may come from bots or other fraudulent activity. Amazon Ads campaign reporting helps you reconcile gross metrics before using IVT metrics to sort out discrepancies.

Reach and frequency metrics: These track the size of the audience exposed to your ads (reach) and the number of times each person saw those ads (frequency). These tools measure the potential for increased brand and product awareness, precursors to sales and conversions.

Viewability metrics: Viewability reports on ad impressions seen by shoppers. Understanding and improving ad viewability can help improve campaign effectiveness

Off-Amazon conversion metrics: Traditional metrics only track on-site conversions. Off-Amazon conversion metrics give you a broader view. They capture valuable customer actions that happen outside of Amazon, such as on your website or through partnered measurement tools. This reveals the complete picture of how your ads are driving results across various digital channels, not just on the Amazon store.

In addition to campaign reporting, we also offer solutions for measuring advertising beyond Amazon channels. It’s called Amazon Attribution–keep reading to learn more.

Amazon Attribution is a measurement solution that gives you insights into how your marketing channels beyond Amazon influence shopping activity and sales on Amazon. It helps you assess the impact of efforts, such as social media ads, email campaigns, display ads, and more.

Set up: Advertisers create attribution tags for marketing campaigns. These tags are unique identifiers that track clicks and actions resulting from external ads. You can even use Amazon Attribution API tags to streamline measurement across Google, Facebook, and Instagram with just one tag for all your campaign data.

Track: When a customer clicks on an ad with an attribution tag and subsequently makes a purchase on Amazon, the tag captures this data.

Analyze: Advertisers can view detailed reports on marketing performance, including metrics such as impressions, clicks, detail page views, add-to-carts, and sales.

Amazon Attribution offers several advanced features that empower advertisers to optimize their campaigns effectively. These features provide deeper insights and greater flexibility, enabling advertisers to enhance their marketing strategies and achieve better results. Here are some of the key features:

This feature is particularly beneficial for brands with a diverse product range, as it provides comprehensive insights across different products. Here's how it works:

Holistic view: By tracking multiple products within a single campaign, you can gain a 360-degree perspective on your marketing performance. This helps in understanding which products are driving the most traffic and sales.

Cross-promotion insights: Multi-product campaigns enable advertisers to see how promoting one product can impact the sales of another. This is useful for identifying cross-promotion opportunities and bundling strategies.

This flexibility lets you optimize marketing strategies on the go. Here’s how you can use it:

Optimize with real-time data: With up-to-the-minute insights on metrics, such as impressions, clicks, detail page views, add-to-carts, and sales, you can make immediate changes to campaigns. This could involve adjusting the budget, changing targeting options, modifying ad creatives, or reallocating resources to better-performing channels.

Maximize return on investment (ROI): By continuously optimizing, you can maximize your ROI. Real-time adjustments help you minimize wasted ad spend and focus on the most profitable channels and strategies.

By using Amazon Attribution and campaign reporting, you can gain a holistic view of your marketing effectiveness, make data-driven decisions, and maximize the impact of your advertising spend across all channels. Getting started is easy.

Visit the Amazon Ads registration page. If you’ll be advertising for just one business, select “Sponsored Ads” and follow the prompts. If you’ll be advertising multiple brands, create a manager account under “Amazon DSP and Sponsored Ads.”

It takes only moments to register. Once you’re signed in, you’ll be ready to start building your first campaign or connect your existing marketing channels.