Who says you can’t track the ROI of top-of-funnel traffic?
By Michael Erickson Facchin · July 21, 2026 · Curated by George's Blog
Who says you can’t track the ROI of top-of-funnel traffic?
Most companies need a "Chief Simplification Officer" more than a "Chief Innovation Officer."
I spent the morning looking at our latest Amazon Attribution reports.
It’s easy to get lost in the "Beta" features and the noise of a thousand metrics. But here is the Pro Tip that actually moved the needle for us this week:
𝗦𝘁𝗼𝗽 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝘁 𝘁𝗼𝘁𝗮𝗹 𝘀𝗮𝗹𝗲𝘀. Start looking at the 𝗖𝗹𝗶𝗰𝗸-𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗥𝗮𝘁𝗲 𝘃𝘀. 𝗗𝗲𝘁𝗮𝗶𝗹 𝗣𝗮𝗴𝗲 𝗩𝗶𝗲𝘄𝘀.
If people are clicking but not viewing the page, your destination link is broken or your mobile load time is killing your conversion. We found a 12% leak in our funnel just by auditing this one column. Success in 2026 isn't about having the most data. It’s about knowing which 1% of the data actually matters.
P.S I’m personally tackling this by pushing 30% of our budget to external social traffic. By using the Amazon Attribution dashboard (Beta), we are capturing the "Brand Halo" effect that Sponsored Ads never see.