Amazon Ad Attribution Reports Key to Strategic Optimization

This article provides an in-depth analysis of the Amazon Sponsored Brands advertising attribution purchase report, guiding sellers on how to use it to evaluate ad performance. It explains how to differentiate between orders driven by advertising and those resulting from brand halo effects. The article also offers strategies for optimizing advertising campaigns, including adjusting ASIN targeting, leveraging brand halo, acquiring new customers, and controlling TACoS (Total Advertising Cost of Sales). Ultimately, the goal is to improve the return on advertising investment (ROAS) for Amazon sellers.

Many Amazon sellers face a common challenge: pouring significant budgets into advertising campaigns while struggling to achieve satisfactory returns. High ad spend coupled with stagnant conversion rates can be frustrating. The solution lies in leveraging Amazon's Brand Attribution Purchase Report - a powerful diagnostic tool that provides actionable insights to optimize advertising performance.

Understanding the Report Structure

This comprehensive report functions like a medical check-up for your advertising campaigns, identifying performance issues and prescribing optimization strategies. Key metrics include:

Campaign Name: Tracks performance across different advertising initiatives
Traffic Source: Distinguishes between ad-driven (Promoted) and brand-driven (Brand Halo) purchases
Purchased ASIN: Reveals whether customers bought the advertised product or other items
14-Day Metrics: Includes total sales, order volume, unit count, and new customer acquisition data
New-to-Brand (NTB) Percentages: Measures customer acquisition effectiveness

Key Insights and Optimization Strategies

1. Traffic Source and Purchased ASIN Analysis

When customers purchase different products than those advertised, this indicates either:

Interest in your brand portfolio but preference for alternative products
Effective ad-driven discovery leading to broader product exploration

Optimization Tactics:

Increase ad spend on frequently purchased ASINs
Maintain baseline budget for discovery-focused advertised ASINs
Enhance product detail pages with clear information and compelling visuals

2. Maximizing Brand Halo Effect

A strong Brand Halo effect signals established brand recognition and trust. To capitalize:

Expand Sponsored Brands (SB) headline ad placements
Direct traffic to brand stores for comprehensive product exposure

3. New Customer Acquisition (NTB)

Low NTB: Indicates strong repeat purchases common in consumables or replacement parts

Implement Display (SD) remarketing campaigns to existing customers

High NTB: Shows effective new customer attraction

Leverage Sponsored Brands Video (SBV) to showcase product benefits
Highlight unique selling propositions in video content

4. Improving Advertising Efficiency (TACoS)

For underperforming Sponsored Brands campaigns:

Reduce spend on low-converting keywords and campaigns
Focus budget on top-performing traffic sources
Optimize keyword selection by pausing underperforming long-tail terms

Data-Driven Advertising Optimization

The Brand Attribution Purchase Report provides the analytical foundation for strategic advertising decisions. By systematically analyzing traffic sources, purchase patterns, customer acquisition metrics, and advertising efficiency, sellers can make informed adjustments to maximize return on advertising investment. The key to success lies in continuous monitoring, testing, and refinement based on these data insights.