New Metrics Gives Amazon Advertisers Tools to Optimise

As part of Amazon Unboxed in Dallas, it was announced that Amazon have been testing and will soon release multi-touch attribution and long term sales predictions to better understand campaign performance. Since the development of Amazon’s media offering, they have long been seen as a lower funnel media provider who may not provide as many incremental sales driving opportunities vs other competitors. That perception has been changing with the development of the DSP including the ability to advertise on Fire TV, Twitch and Prime Video. Amazon recognises that proving the value of upper funnel campaigns is key to unlock greater investment.

The multi-touch attribution metric is a welcomed addition with the ability of attributing sales to campaigns in a user's journey that have influenced the sale. This style of reporting has been available to view in Amazon Marketing Cloud for some time but now will be something that advertisers can access through the Ad Console. Long Term Sales is an interesting development in that it will be a prediction based on historical performance of how many sales a campaign will drive over the next year. This development is valuable as it will help forecast performance and give greater indication of future campaign success.

These developments will further help advertisers report back the impact of the campaigns short to long term for more effective optimisation, planning and decision making. This will align priorities and allow for improved budget setting across the full funnel when advertising on Amazon.