Discover Amazon's standard attribution models for sellers and advertisers. Attribution models determine how sales or conversions are credited to touchpoints in conversion paths, helping you understand the impact of your campaigns. Thanks, Mansour.
Mansour Norouzi
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🎯Amazon Attribution Model
I wanted to share how Amazon Marketing Cloud helps create custom attribution, but first, let's dive into Amazon attribution basics. Stay tuned for my upcoming post on custom attribution!
🤔 What is an Attribution Model?
Attribution models are crucial when investing in multiple ad products with Amazon Ads. They're a set of rules that determine how credit for sales or conversions is assigned to touchpoints in conversion paths, helping you understand the impact of your campaigns.
🌟 Amazon Ads Standard Attribution Models:
Amazon uses rule-based ASIN conversion models:
1️⃣ Merchant-based: For sellers investing in Sponsored Products, using last-click attribution with a 7-day window.
2️⃣ Brand-based: For advertisers using Sponsored Brands, Sponsored Display, Sponsored Products for Vendors, and Amazon DSP. Credit is assigned based on ad relevance and prioritizes clicks over views for promoted and highly relevant brand halo ASINs.
When shoppers interact with multiple ads, attribution considers each campaign's relevance to the sold product. A last-touch model prioritizes the last click over the last view for promoted and highly relevant brand halo ASINs.
🟢 Amazon's Attribution Hierarchy for Brand-Based Ad Products:
1️⃣ Promoted ASIN ad clicks
2️⃣ Highly relevant brand halo ad clicks
3️⃣ Promoted ASIN ad views
4️⃣ Highly relevant brand halo ad views
5️⃣ Other brand halo ad clicks
6️⃣ Other brand halo ad views
Highly relevant brand halo products share the same brand and subcategory as a promoted ASIN.
Stay tuned for my upcoming post on custom attribution!
