Within the Amazon Advertising system, we have three different control panels: Seller Central, Advertising Console (formerly known as Amazon Marketing Services or AMS) and Amazon DSP. Each of them has its own particularities and performs attribution differently, but don’t worry! In this article we explain everything.
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Amazon-Advertising-Attribution
Amazon Advertising Attribution: Seller Central
In Sponsored Product campaigns , attribution is based on a 7-day period from the click, explains Trevor George . That is, if a user clicks on an ad and purchases one of your products 7 days later, the sale will be attributed to the ad. If they have clicked on multiple ads, it will be attributed to the last one.
For Sponsored Brand Ads
(SBA) campaigns, the campaigns are measured based on a 14-day period America Cell Phone Number List the last click. As with Sponsored Products, the sale is attributed to the last ad the user clicked on.
Another very important thing to
Keep in mind is that Sponsored Brand Ads apply a feature called “Brand Halo” . This means that if the user clicks on your ad and then purchases any product from the brand, even if it was not included in the ad, the sale is attributed to that ad.
With Brand Halo
Amazon attributes any sales from any of the brands listed on the product. In the case of licensed brands, things get even more complicated, as Amazon could attribute sales to the listing of products from other brands that have an item under that license, even if the product sold has nothing to do with it. Therefore, we must be very careful when accepting sales attributions with Brand Halo.
Amazon Advertising Attribution: Advertising Console
While many ad types are the same in Seller Central and Advertising Console, the Recent Mobile Phone Number lead model that Amazon Advertising applies is not the same. One key difference is that in Seller Central, Brand Halo only applies to Sponsored Brand Ads, while in Advertising Console it affects all ad types .
Here is a summary based on the types of ads:
Sponsored Products : The attribution period is 14 days after the last click (instead of 7). Also, unlike Seller Central, it applies to Brand Halo.
