Amazon Attribution: Measure Your Google and Facebook Traffic to Amazon

Many brands send traffic to Amazon from Google ads, Facebook, Instagram, email or influencers. For a long time, the honest answer to “is it working?” was “we think so”. Once a shopper landed on Amazon, the trail went cold.

Amazon Attribution changes that. It is a free tool that shows what happens after someone clicks through from outside Amazon. Here is how to set it up and use it.

What is Amazon Attribution?

Amazon Attribution lets you create special tracking links for your outside marketing. When a shopper clicks one of these links and lands on Amazon, Attribution measures what they do next, including:

• Product page views.
• Add to carts.
• Purchases and sales.

It is free for sellers enrolled in Brand Registry, plus vendors, in supported countries.

How to set it up

1. Sign in to Amazon Attribution through your advertising console.
2. Create an order (a group of tags) for each campaign or channel.
3. Choose the products you are promoting.
4. Generate tags for each channel, such as Google, Facebook or email.
5. Use the tagged links in your ads, posts and emails.

For Google and Facebook ads, Attribution can import tags in bulk. Name everything clearly so reports are easy to read.

What you can learn

• Which channels drive sales. Compare Google, Facebook, email and influencers side by side.
• Which ads work. See which creatives or keywords lead to purchases, not just clicks.
• Return on spend. Compare your outside ad spend with the sales Attribution reports.
• Where to land shoppers. Test sending traffic to a product page versus your Amazon Store.

Tips for better data

• Use a separate tag for each ad set, influencer or email so you can compare them.
• Give campaigns time. Some shoppers buy days after the first click.
• Remember that outside traffic often converts lower than Amazon search traffic. That is normal. Compare channels against each other.

A bonus for ranking

Sales from outside traffic still count as sales on Amazon. Many brands find that a steady flow of outside traffic helps their organic rank over time. Attribution helps you see which sources are worth growing.

The bottom line

If you spend money sending traffic to Amazon, you should know what it earns. Amazon Attribution is free, simple to set up and gives you real numbers. If you want help connecting your outside marketing with your Amazon results, see our reporting and dashboards service or request a free audit.

FAQs

Is Amazon Attribution free?

Yes. Amazon Attribution is free for eligible brand registered sellers and vendors.

What does Amazon Attribution measure?

It measures product page views, add to carts, purchases and sales from your tagged links on Google, Facebook, email and other channels.

Do I need Brand Registry for Amazon Attribution?

Yes, third-party sellers need to be enrolled in Brand Registry.