Setting Up Amazon Attribution: A Step-by-Step Guide

Amazon Attribution is a powerful tool that allows sellers to measure the impact of non-Amazon marketing channels on customer activity. It provides insights into how your marketing tactics contribute to shopping activity and sales performance. Here’s how to set it up:

Step 1: Access Amazon Attribution
First, you need to access Amazon Attribution. It’s available to professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who are vendors or sellers. If you’re eligible, you can access it through the Amazon Advertising console.

Step 2: Create an Order
Once you’re in, the next step is to create an ‘Order’. An Order is essentially a container for your marketing strategies. For instance, if you’re running a Facebook ad campaign, you’d create an Order for that campaign.

Step 3: Create a Line Item
Within each Order, you’ll create ‘Line Items’. These represent individual marketing tactics. For example, if your Facebook campaign includes separate ads for different products, each ad would be a Line Item.

Step 4: Generate Attribution Tags
For each Line Item, Amazon Attribution generates a unique ‘Attribution Tag’. This is a URL parameter that you’ll append to the URLs in your marketing content. When customers click these URLs, the Attribution Tag tracks their activity.

Step 5: Implement the Tags
The final step is to implement these Attribution Tags in your marketing content. Add them to the URLs in your ads, social media posts, emails, etc. When customers click these URLs, Amazon Attribution will start tracking their activity.

Step 6: Analyze the Data
Once you’ve implemented your Attribution Tags, you can start analyzing the data. Amazon Attribution provides a variety of metrics, including click-through rates, detail page views, and sales. Use these metrics to understand the effectiveness of your marketing strategies and make data-driven decisions. Remember, Amazon Attribution is a powerful tool, but it’s just one piece of the puzzle. It’s most effective when used as part of a broader marketing strategy. Happy selling!