Week 6: Amazon Attribution (Sept 30 | 53m)

TikTok Results

  • Didn’t test anything this week; was focused on Amazon Attribution
  • Will post an update (either pre-recorded video or email) to close out series once I test some more stuff

Amazon Attribution

Amazon Attribution lets you create tracking links for things like Facebook Ads, BookBub Ads, email campaigns, social media, etc. that track the sales and page reads from that specific source. You can track by the entire source or drill down and create specific links for specific ads to track their performance. Amazon Attribution is available on the Amazon Ads dashboard; you don’t have to be running any Amazon Ads to use it.

  • Currently available in: United States, Mexico, United Kingdom, Germany, Canada, France, Italy, Spain and Netherlands
  • Last touch attribution model: this means if, say, you have three tracking links set up for Facebook ads, Pinterest ads, and TikTok social, and the user clicks on all three, but clicks on Facebook last, the sales / reads will only be attributed to Facebook. This is because it was the last click in the chain.
    • A more common scenario might be that you have three tracking links set up for three different Facebook Ads, and the user clicks on all three at various points. The same principle applies: the sales / reads will only be attributed to the last ad that was clicked.
  • 14 day attribution window: the user needs to buy / read the book within 14 days of clicking on the attribution link to be counted on the dashboard. E.g., if they click October 1 and buy October 7, they’ll be counted. If they buy October 16, however, they won’t be counted since it’s outside the attribution window.
  • Data accuracy: Amazon indicates that a 10 – 20% difference in reporting between their dashboard and the source (e.g., Facebook Ads dashboard, BookBub Ads, your email service provider etc.) is normal and to be expected. I compared click data on the Facebook Ads dashboard to the clicks showing on the Amazon Attribution dashboard, and it looked like the Amazon Ads were reporting about a 5 – 10% higher number of clicks. This could have been due to the Amazon Attribution and the Facebook Ads being in slightly different time zones, however.
  • Data speed: the data doesn’t sync in real-time and the various metrics don’t all seem to update + sync all at once. So you want to allow at least 24 hours to stabilize at this point; note that sales and reads continue to get attributed to previous days after 24 hours, however, because the attribution window is 14 days. These factors make Amazon Attribution more useful for backlist ads than launches or promos; they’re still useful for the latter, but the data will be much more reliable when you give it a chance to stabilize and fully attribute.

Use Cases

  • Tracking and comparing the performance of specific audiences on an ad platform (e.g., “romance novels” v. “EL James” on Facebook)
  • Tracking and comparing the performance of specific ad creatives
  • Tracking and comparing the performance of specific ad platform features (e.g., the Conversion objective versus the Traffic objective)
  • Tracking and comparing the performance of various social media channels
  • Tracking subscriber value from various sources
  • Tracking (roughly) and comparing sellthrough (revenue per sale) value from various traffic sources

There are no doubt other ways to to use these links, but those are some ideas to get started with.