The Hidden Insights in Purchase Product Reports 🕵️‍♂️

Have you ever noticed there's a difference between the products you're advertising and what your customers are actually buying?

(Or did you even know this happens?)

Let’s dig into a fascinating case study on this:

Imagine you’re selling two products:
> one orange
> one black

Your ads for the orange product are getting all the clicks and, from a quick glance at your data, it's performing well.

But here's the twist.

Customers are clicking on the orange product, but ending up buying the black one.

As TACoS is calculated using data in the business reports...and technically the orange one isn't being purchased, the numbers are going to look horrible!

You might even come to the conclusion that you should stop advertising the orange variation.

Not so fast!

The key lies in the Purchase Product Report on Amazon.

This report doesn’t just show which SKU was clicked but also which SKU was actually purchased.

Running a pivot table on this data can reveal surprising patterns in buyer behavior—patterns that can significantly influence your advertising strategies.

Why is this important?

Understanding the real buyer journey helps you optimize your ads not just for clicks but understand the path to purchase.