Amazon Advertising Attribution Models Explained - Beyond Last Touch PPC Analytics

Описание: For personalized assistance with your Amazon Advertising strategy, visit https://amazoniappc.com

Learn about Amazon advertising attribution models beyond the default last touch attribution in Amazon Campaign Manager. This video explains the four main attribution models available for Amazon PPC campaigns and how to access them through Amazon Marketing Cloud.

I cover the four attribution models you can use to measure your Amazon ads performance. First touch attribution gives all credit to the first ad interaction, which helps you understand how customers discover your brand initially. Last touch attribution is the default setting in Campaign Manager and assigns all credit to the final clicked ad before conversion.

Linear attribution splits credit equally across all touchpoints in the customer journey. If a customer sees your sponsored display ad, streaming TV ad, and sponsored product ad, each campaign gets 33% attribution credit. Position based attribution allows customization where you can assign different percentages to first and last touches, like 70% to first click and 30% to last click.

The video demonstrates how to access these attribution reports through Amazon Marketing Cloud. You can find attribution use cases by searching for attribution in the use cases section. Running these different attribution models helps you understand the true impact of your Amazon advertising campaigns rather than relying solely on last touch data.

This is particularly valuable for measuring brand awareness campaigns versus conversion oriented campaigns. Each attribution model provides different insights into your Amazon PPC performance and customer journey analysis.

Contents:
0:00 Introduction to Attribution Models
0:30 First Touch Attribution Explained
1:12 Last Touch Attribution Details
1:59 Linear Attribution Model
2:48 Position Based Attribution
3:13 How to Access Reports in Amazon Marketing Cloud
3:48 Why Different Attribution Models Matter
4:02 Next Steps and Conclusion

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