Improve Your Conversion Rate with Amazon Attribution
10 min

Improve Your Conversion Rate with Amazon Attribution

AMZ Advisers, February 17, 2021

Amazon Attribution was launched to understand how users discover, research, and buy a specific product. Attributing your sales to a specific section of your funnel is key to optimize the performance of your marketing campaigns.

If you want to know how you can use Amazon Attribution to get shoppers from off-Amazon channels all the way to the purchase stage of your sales funnel, keep scrolling down.

Looking for more Amazon PPC background, data, and insights?

Whether you’re interested in a high-level analysis of Amazon Advertising, a detailed look at recent marketplace trends, or a deep dive into the nuances of specific product categories, our 2022 Amazon Advertising Benchmark Report can help you gain insight into the Amazon PPC landscape.

The report is based on a comprehensive analysis of over 2 million Sponsored Products campaigns and you can download it for free today.

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What is Amazon Attribution?

A comprehensive marketing strategy is what will improve your conversion rate.

Hence, Amazon Attribution was designed to help professional sellers, enrolled in Amazon Brand Registry, unify their advertising measurements and visualize what is working and what isn’t to help them make better decisions about the sales funnel.

Amazon Attribution measures your advertising analytics and shows relevant insights by tracking all your marketing channels:

  • Search Ads

  • Social Media Ads

  • Display Ads

  • Video Ads

  • Email

All this to help advertisers maximize their ROI.

Amazon Attribution also tracks how your marketing tactics contribute to your shopping activity and sales performance on Amazon. This way, you can gather data on how many add to carts, page views and sales you get from an ad.

The insights that you get from the data, will help you optimize experiences on off-Amazon traffic sources to lure possible buyers into your shop and track the action they take.

How does Amazon Attribution work with Advertising?

In order to have a comprehensive campaign that will actually make consumers discover your products and consider your brand, you need to know the different touch points through which they get engaged.

Non-Amazon channels are known to play an essential role in a consumer’s journey.

So, if you’re looking to know how to use these non-Amazon touch points in your favor, then you can opt to use Amazon Advertising.

The goal of any campaign is to raise brand awareness and increase your conversion rate.

The best way to do it is by using insights to optimize your ad strategy, and this is where Amazon Attribution comes in.

You’ll finally be able to know what resonates with your customers and what doesn’t.

Amazon Attribution Scope

Amazon Attribution

In a nutshell, this new feature lets sellers have a comprehensive view into how their marketing tactics are contributing to the shopping activity of your online store.

Amazon Attribution can measure traffic from nearly any source (including impressions for rich media and Paid Social channels such as Facebook / Instagram).

Through the creation of orders and line items.

Here are the steps you need to follow to start using Amazon Attribution:

  1. Activate an Amazon Attribution account and log to start adding the products you want.

  2. Once you add a product, generate a tag to track each channel or campaign you use to drive traffic. For example, if you use Facebook Ads, you’ll need to create a tag for that specific link.

  3. Repeat step 2 with another channel you use for that product, like emails or Google search ads.

  4. Do the same process with each product you add.

There are three main actions to carry out in Amazon Attribution using the data you get to improve your conversion rate.


When selling a product on Amazon, you’re able to attribute the sales you get from Amazon PPC campaigns, that’s true. However, you’re left in the dark as of how many sales you get from paid ads, organic sales or media channels.

Once you sign up to Amazon Attribution, you can clearly see the path a consumer took to get to your listing.


Tracking your consumers journey is the best way to make the necessary adjustments to your sales funnel based on what you learn from a buyer’s shopping behavior. Which channel works better for what product? How are you getting the most visibility?


On Amazon Attribution, you can use unique tracking templates and measure performance at any level of granularity you want.

Once you have those insights, you can use them to improve your marketing strategy, getting rid of what’s not profitable and you can improve the ad campaigns that are working for you, and eliminate the ones that aren’t.

What key metrics can I track on Amazon Attribution?

On Amazon Attribution you can get reports about:

  • Standard traffic metrics: impressions and clicks

  • Amazon conversion metrics: detail page views, add to carts, and purchases.

Reporting is available via download.

By tracking the metrics you want, you can pinpoint where exactly you’re losing buyers throughout your conversion funnel. In other words, it will help you find out which platforms give you the best results.

Remember that optimizing your funnel is an ongoing process that means balancing out your budget to develop profitable marketing tactics across different social channels and platforms.

If you use Amazon Attribution correctly, an increase in your ROI is guaranteed.

Creating an Attribution Tag

Any metric you want to measure needs a tag, like we explained before. An Attribution Tag is a tracking URL of a customer’s activity on Amazon. You need to follow these steps:

  1. Select the advertiser on your Attribution dashboard and click on “New Order”.

  2. Select “Upload file to create order and tags” when creating a tag for Google, Facebook, or Instagram. Then follow the instructions that appear on the page.

  3. For other channels, click on “Manually create order and tags”.

  4. Choose the product listing(s) you want to track.

  5. Go to “Order Settings” and choose a name and ID to identify the traffic source.

  6. Select the traffic channel where you’re advertising your product.

  7. Add your product listing URL to “Click-through URL” and then hit “Create”.

That’s it!

Amazon Attribution Case Study: “I and I Love and You”

There’s no better way to see the positive impact Amazon Attribution can have on a business than using an actual example with real numbers.

In this case, we’ll talk about “I and love and you”, a pet food brand that was looking to grow their business on Amazon.

They collaborated with Amazon Advertising for each campaign and got relevant insights about their brand that helped them optimize future strategies. That means, they were able to see what products were selling better and where the buyers were coming from.

Here’s summary of the steps they took:

  1. They created their online store. Brands should tell their story through their shop to get consumers engaged by learning about it and getting familiar with your products. Testimonials, product videos and best-selling products are great ways to show consumers what your brand is about.

  2. They activated a Sponsored Products campaign strategy. They also used branded keywords and a broader selection of keywords than the one initially had.

  3. They activated display ads on and off Amazon. Then, they combined insights with programmatic display ads to reach those consumers interested in healthy pet food both on Amazon and on third-party stores and apps.

  4. They tried running video ads on the search results to educate possible buyers who were interested in learning more.


After using Amazon Advertising, along with Amazon Attribution they had a 121% increase in branded search volume, a 250% increase in total sales on Amazon after their campaign, 41% of the sales were attributed to ads.

Advantages of using Amazon Attribution

We’ve been talking about how Amazon Attribution tracks your ad performance, but there are more benefits that you can get from this console.

As a seller you’ll be able to:

  • Increase your sales on Amazon in a shorter period of time.

  • Reach your target customers on the channels they visit most. Direct them to your optimized listing or detail page. Add Amazon Prime with shipping and customer service to the mix and get a winning combo.

  • Create demand through Facebook and Instagram.

  • Have a better brand safety control

  • Keep your brand on your audience’s mind by differentiating your creative assets across digital platforms to lead consumers to your shop.

  • Use DSP retargeting to re-engage with shoppers.

  • Don’t forget about Product launch Support.

Really, it’s a no brainer. If you’re spending money (and not a little) on designing a strategy that will guarantee a profitable ROI, it makes sense to have a comprehensive tool to measure your campaign’s success.

These metrics give you the necessary information to make smart decisions about which tactics you should double down on and which ones to get rid of.

Amazon Attribution is one of the very few ways to measure the impact of your external traffic campaigns.

Most of your conversion events happen outside Amazon, so you will not have the whole picture of your actual ROI if you don’t consider those non-Amazon channels.

Also, these metrics are a clear picture of your buyer’s behavior across your sales funnel. This is just another way of getting to know your audience better.

Where Is Amazon Attribution Available?

Amazon Attribution is currently available in North America (Canada and the US) and in Europe (Germany, Spain, France, Italy, and the UK).

Final Thoughts

Tracking off-Amazon channels is something way overdue and has been welcomed by many sellers. It throws light on how to better use marketing omnichannel efforts and it provides a better idea of the journey a consumer has before getting to an Amazon listing.

Accurate conversion data allows sellers to measure the real impact of their marketing campaign. Then, they’re able to optimize their sales funnel and advertising strategy, to ultimately come up with a plan that will improve their visibility and conversion rate.

The best way to make actual progress is knowing where you are and where you’re headed. Data is crucial to set the action plans to reach your business goals. Amazon Attribution gets rid of the guesswork.

To get started or learn more about how Perpetua can help you scale your Amazon Advertising business, contact us at