How to measure the effectiveness of Amazon’s off-site promotions?

How to evaluate the effectiveness of off-site promotion has always been a concern for sellers, but Amazon does not provide sellers with off-site traffic source data, so this task becomes less easy or accurate. Generally, the effectiveness can be evaluated in the following ways.

Quantitative analysis

Check the number of orders using discount codes through the backend, and understand the types of discount codes (such as promo codes and social media promo codes).

●Promo code: You can set whether to display it on the product page. The most common type is a percentage discount, which is divided into [Unlimited] and [Priority].

●Social media promo code: This is a special discount code that will not be displayed on the product page. It is divided into [Unlimited] and [Priority] types and is automatically shared with Amazon affiliate marketers.

Amazon Attribution is the first officially approved attribution tool for Amazon sellers. Its purpose is to allow sellers to get the same level of insights and data when driving off-site traffic as they do with internal traffic (such as PPC).

●Create an account and attribution tags: Log in to the Amazon backend, add the products you want to track, and generate attribution tags for each marketing channel.

●Use tags : Use attribution tags in ads. When customers click on a link with an attribution tag to enter an Amazon product link, Amazon will automatically record the traffic source.

●Attribution model: Adopting the “last click within 14 days” attribution model, only traffic that meets the conditions is considered valid.

Estimate the effect by comparing the changes in traffic and sales before and after off-site promotion.

●Example: Before the promotion, the average daily traffic and sales volume on the site were 100 and 20 respectively. During the promotion period, the average daily traffic and sales volume were 300 and 50 respectively. It can be considered that the promotion brought 200 traffic and 30 orders (assuming there were no other changes on the site).

Qualitative analysis

When quantitative analysis is not possible or the quantitative analysis is not satisfactory, the effectiveness of this off-site promotion can also be judged by the following variables:

●Traffic changes●Ranking changes●User feedback on external posts, such as whether there are reposts, good reviews, etc.

●Changes in brand searches

●Other factors that cannot be quantified

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