E-Commerce Strategies
May 29, 2025
Amazon Attribution is a free tool that helps you track how your external marketing campaigns (like Google Ads, Facebook, or email) drive sales on Amazon. By adding tracking tags to your ads, it connects clicks to actual sales, giving you insights into your marketing performance.
Why Use Amazon Attribution?
Track marketing performance: See which channels drive the most Amazon sales.
Boost sales: Brands using Amazon Attribution report up to 18% more new-to-brand sales.
Optimize budgets: Identify which campaigns deliver the best ROI.
Key Features:
Integration with analytics tools: Pair with Google Analytics or Looker Studio for deeper insights.
Multi-touch attribution: Understand the full customer journey, from first click to purchase.
Real-time data: Monitor clicks, page views, add-to-carts, and sales within a 14-day window.
Quick Setup Steps:
Create an Amazon Advertising account (requires brand registration).
Generate tracking tags in Amazon Seller Central.
Integrate with Google Analytics or Looker Studio for advanced analysis.
Monitor and optimize campaigns for better performance.
Amazon Attribution helps you make data-driven decisions to improve your marketing strategy and grow your Amazon sales. Dive deeper into using analytics tools and multi-touch attribution to maximize your results.
How to Use Amazon Attribution | Updated Full Training
Why Connect Amazon Attribution with Analytics Tools
Amazon Attribution offers a wealth of insights on its own, but when paired with analytics platforms like Google Analytics or Looker Studio, it becomes a game-changer. This integration pulls together fragmented data, giving you a clear, unified picture of your entire marketing landscape. The result? A better understanding of which channels are driving the most success for your Amazon sales.
Here’s how this combination can elevate your marketing efforts and boost your return on investment.
Better Campaign Performance Tracking
Amazon Attribution pinpoints which channels and ads are driving sales on Amazon. When you combine this with the deeper analytics and comparison tools in platforms like Google Analytics, you gain even more clarity. For example, you can compare Amazon traffic against non-Amazon traffic to see which channels bring in the highest-quality customers.
Real-world results back this up. Premier Nutrition achieved an impressive 96% quarter-over-quarter growth by identifying their top-performing publications and audiences. Similarly, Meyer Group Ltd saw a 54% jump in revenue and cut acquisition costs by 48% by integrating Facebook and Google campaigns.
With this integration, you can track key metrics like clicks, page views, add-to-carts, and sales over a 14-day window. This level of detail helps you fine-tune campaigns for maximum impact and make smarter, data-driven adjustments in real time.
Make Decisions Based on Real Data
Analytics tools let you move beyond guesswork by providing accurate, actionable data. When you feed Amazon Attribution data into platforms like Google Analytics or Looker Studio, you unlock advanced analysis that can uncover patterns and opportunities you might otherwise miss.
Take MidWest Homes for Pets as an example. By tagging each ad group within their campaigns, they uncovered insights into which strategies were driving more shopper activity on Amazon. Josh Brisco, VP of Growth Media at Tinuiti, explained:
"Through Amazon Attribution, we have gained visibility into how our client's non-Amazon marketing investments impact their sales wherever they spend time. This insight is key to empowering our teams to drive greater return on investment and Amazon business growth for MidWest Homes for Pets."
This data-driven clarity allows you to measure the impact of marketing efforts across devices, understand how different strategies work together, and make mid-campaign adjustments that improve results. It’s a straightforward way to optimize your overall marketing strategy.
Improve Your Multi-Channel Marketing
Integrating data from multiple platforms helps you break down silos and see the bigger picture. Connecting Amazon Attribution with analytics tools enables you to map out customer journeys, identify common purchase paths, and pinpoint where potential buyers drop off.
For example, BeaverCraft used these insights to overhaul their marketing approach. Irene Pinchuk, Head of Marketing at BeaverCraft, shared:
"Amazon Attribution helped identify the channels that resonate best, enabling a unified marketing approach across all our marketing efforts. Ultimately, with Amazon Attribution measurement, we've been able to optimize our marketing strategies to help grow our business wherever they spend time."
This kind of integration lets you implement multi-touch attribution models and properly value upper-funnel activities. You can even create custom attribution models tailored to your business goals. By analyzing cross-channel data, you can fine-tune ad content and placements to better engage your audience.
Ultimately, this unified view helps you allocate budgets more effectively. By focusing resources on the channels that perform best, brands often see more efficient spending and improvements across all marketing channels - not just Amazon.
What You Need Before Setting Up Amazon Attribution
Getting started with Amazon Attribution requires the right accounts, permissions, and technical setup. Skipping any of these steps can delay the process or limit your ability to fully use the tool’s features.
Amazon Attribution is a free measurement tool available through Amazon Seller Central. However, to use it effectively - especially with platforms like Google Analytics or Looker Studio - you’ll need to meet certain requirements.
Set Up Your Amazon Advertising Account
To access Amazon Attribution, you must have an active Amazon Advertising account that meets eligibility criteria. This tool is available to brand-registered sellers, Vendor Central users, KDP authors, and agencies in supported marketplaces. If you use Seller Central, you’ll need to be enrolled in the Amazon Brand Registry. This requires owning a registered trademark and completing Amazon’s brand registry process.
Make sure your advertising account is ready to go. That means setting up payment methods, creating your brand store (if applicable), and having advertising campaigns either live or ready to launch.
If you’re working with an agency or a third-party partner, you can grant them access through the Amazon Attribution console. To do this, go to "Manage" at the top of the console, select "User management", and add users with the appropriate permissions.
Check Compatibility With Your Analytics Platform
Not all analytics platforms integrate smoothly with Amazon Attribution, so it’s important to confirm compatibility before you start. The integration depends on whether your platform can connect to Amazon’s systems via APIs or pre-built connectors.
Google Analytics can work with Amazon Attribution data, but it may require some technical setup or third-party tools to establish the connection. Looker Studio, on the other hand, offers more direct compatibility. It can use Amazon Seller Central (SP-API) partner connectors to combine retail sales data with Amazon Advertising metrics.
Amazon Attribution data is accessible through the Amazon Advertising API, which allows third-party tools to integrate and display the data. Check if your analytics platform already has a pre-built connector for Amazon Attribution or Amazon Seller Central. If not, explore options for API integration. Many analytics tools support data retrieval through APIs, though this might involve more technical effort. Some businesses rely on third-party integration services to bridge the gap between Amazon Attribution and their preferred analytics platforms.
Once you’ve confirmed compatibility, you’ll need to secure API access and tracking credentials to move forward.
Obtain API Access and Tracking Credentials
After confirming compatibility, the next step is securing API access and tracking credentials. This is a key part of the integration process.
If you’re using the Amazon Ads API, check whether your analytics tool provider supports the Amazon Attribution API. Existing users should contact their provider for integration details and instructions.
For new setups, Amazon’s partner directory can help you find tool providers with pre-built API integrations. Using these providers can save you time and reduce the complexity of setting up a custom integration.
The Amazon Ads API enables you to view Attribution metrics directly within your analytics tool’s interface, creating a seamless experience once the connection is established. However, you’ll need proper credentials and permissions configured on both Amazon’s side and your analytics platform.
Keep in mind that API integrations often require ongoing maintenance. Make sure you have the technical resources to manage these connections or choose a provider that handles the technical details for you. This is especially crucial for agencies managing multiple client accounts, where consistent and accurate data flow is essential for reporting and optimization.
How to Set Up Amazon Attribution Step by Step
Once you've prepared your accounts and credentials, you're ready to create attribution tags and connect them to analytics platforms. This process involves three main steps: generating tags in Amazon Seller Central, linking them to Google Analytics, and creating visual dashboards in Looker Studio.
Create Attribution Tags in Amazon Seller Central
Attribution tags are essential for tracking clicks and conversions within a 14-day attribution window.
If you're new to this, Manual Campaign Creation is the easiest way to start. Head to the Campaigns section in your Amazon Attribution console and click Create campaign. Under Creation method, select Create manually.
Choose a Campaign name that makes it easy to identify later - examples include "Google Ads Holiday 2025" or "Facebook Awareness Q2." Then, select the Products you want to track. You can focus on specific ASINs or entire product categories based on your goals.
For ad groups, assign an Ad group name that reflects the traffic source and campaign type. In the Publisher field, either pick an existing option or add a new publisher manually. Next, select the Channel where your ads will run. Finally, in the Click-through URL field, input the URL for your Amazon store or the product detail page where customers will land.
Once your campaign is set up, Amazon will generate attribution tags. You can copy these tags individually for immediate use or download them as a CSV file for bulk application across campaigns.
For those managing campaigns across platforms like Google Ads or Facebook, the Bulk Upload Method is more efficient. Choose Upload file to create in bulk as your creation method and select the relevant publisher. Amazon provides a bulk file template with clear column headers and formatting instructions. Complete this template with details from your campaigns - such as campaign names, ad group information, targeting specifics, and destination URLs. Upload the file back to Amazon Attribution, add your products, and download the resulting tags for use.
Once your tags are ready, the next step is integrating them with Google Analytics.
Connect Attribution Tags with Google Analytics
Since Amazon Attribution doesn't integrate directly with Google Analytics, you'll need to manually add UTM parameters to your tags.
UTM Parameter Integration is essential for tracking traffic sources in Google Analytics. For example, a basic Amazon tag like:
https://www.amazon.com/dp/B08N5WRWNW?tag=attribution123-20
should be updated with UTM parameters to look like this:
https://www.amazon.com/dp/B08N5WRWNW?tag=attribution123-20&utm_source=google&utm_medium=cpc&utm_campaign=holiday2025
To get a full view of the customer journey, enable Cross-Domain Tracking Setup in your Google Analytics 4 settings. This lets you track users' paths from external ads to Amazon.
For deeper insights, use Custom Event Tracking. By setting up custom events in Google Analytics (often via Google Tag Manager), you can monitor specific actions, like clicks on your attribution links.
Lastly, manually Import Conversion Data from Amazon Attribution to Google Analytics. Export key metrics like attributed sales, conversion rates, and return on ad spend from Amazon, then upload them into Google Analytics using custom metrics or data import tools. Regular monitoring across both platforms ensures consistency and helps you catch any tracking issues early. Keep in mind that conversion data may take up to two weeks to fully populate.
Once you've set up tracking in Google Analytics, it's time to visualize the data in Looker Studio.
Build Dashboards in Looker Studio
Looker Studio helps you bring your Amazon Attribution data to life with interactive visualizations.
Data Export and Preparation
Start by exporting your Amazon Attribution data from Seller Central. Include key metrics like clicks, impressions, page views, add-to-cart events, and attributed sales. Format the data to align with Looker Studio's requirements, paying attention to date formats, currency symbols ($), and metric definitions.
Data Connector Configuration
Looker Studio supports a variety of data connectors, such as CSV uploads, Google Sheets, or third-party tools that can pull Amazon data directly. For ongoing reporting, consider using a Google Sheets connector for regular updates or explore third-party solutions to automate the process. Ensure that your data fields - like dates, revenue, and campaign names - are properly mapped to Looker Studio's dimensions and metrics.
Dashboard Customization
Create engaging visualizations using charts and graphs. For instance, use time-series charts to show trends in impressions or conversion rates, and bar charts to compare campaign performance. Conversion funnel visualizations can illustrate the customer journey, from the initial click to the final purchase, with metrics like click-through rates, add-to-cart rates, and conversion rates.
Performance Monitoring Setup
Keep your dashboards up to date by setting automatic data refresh schedules if you're using connected data sources. If you're working with CSV uploads, plan for regular updates. Add alerts or conditional formatting to flag significant changes, like a sudden drop in conversions or an unexpected traffic spike. For a broader view, compare Amazon Attribution performance with other marketing channels to assess metrics like cost per acquisition, return on ad spend, and customer lifetime value.
"It's extremely helpful to have all our data in a centralized place." - Ryan Booth, COO at Chacka Marketing
Advanced Ways to Improve Your Attribution Setup
Once your Amazon Attribution setup is running smoothly, you can take things up a notch by diving into advanced tracking techniques. These strategies help you get a complete picture of the customer journey and make smarter decisions about where to put your marketing dollars.
Track Multiple Touchpoints with Attribution Modeling
Multi-touch attribution is a game-changer. Instead of just focusing on the first or last interaction, it credits every touchpoint that influences a customer's decision to buy. And it’s becoming the norm - 75% of companies now use multi-touch attribution to measure marketing performance, while 41% of marketing teams rely on it to assess ROI.
Think about it: a customer might see your Facebook ad, click through to Amazon, browse your products, and then return a few days later via a Google search to complete the purchase. Each of these steps plays a role, and multi-touch attribution ensures every one gets the credit it deserves.
To make this work with Amazon Attribution, set up unique tags for each marketing channel and touchpoint. For example, use different tags for your awareness campaigns versus retargeting efforts. This approach lets you track how things like email opens, ad clicks, and content downloads work together to drive sales.
Don’t stop at online touchpoints - include offline efforts too. If you’re running radio ads or attending trade shows, look at how these activities impact Amazon traffic. Machine learning tools can help uncover patterns in your data that might not be obvious with manual tracking.
You can also use A/B testing to compare channels. For instance, promote the same product using different marketing strategies and analyze how each path performs. This will help you figure out which mix of touchpoints leads to the most conversions.
"Multi-touch attribution allows you to see the entire customer journey, from initial touchpoints to final conversions, providing a comprehensive understanding of the effectiveness of your marketing efforts." - Salesforce US
Analyze Customer Journey Paths
Understanding how customers move through your marketing funnel is like having a roadmap to success. Amazon Attribution data can show you exactly where people drop off and which paths lead to purchases.
Start by mapping out the typical customer journey using metrics like impressions, click-through rates, detail page views (DPV), add-to-cart (ATC) actions, purchases, and total revenue. Look for patterns that differentiate successful conversions from those that don’t. For example, if your ads generate clicks but few detail page views, your messaging might be off or targeting the wrong audience. On the other hand, if people frequently add items to their cart but don’t check out, it could be a sign to tweak your product listings or launch retargeting campaigns.
Different platforms shine at different stages of the customer journey. For instance, Instagram ads often excel at building awareness, while Google search ads are better for closing the deal. Use this insight to align your campaigns with the right stage of the funnel.
Visual tools like graphs and charts can make it easier to spot trends. For example, a timeline chart showing customer interactions over a 14-day attribution window can reveal whether your audience makes quick decisions or takes time to consider. Timing also matters - a customer who views your product details within 24 hours of clicking an ad is more likely to convert than someone who waits several days. Use this data to fine-tune your retargeting campaigns.
By analyzing these patterns, you can make smarter choices about where to focus your efforts and budget.
Adjust Your Budget Using Data Insights
Your attribution data is a goldmine for making informed budget decisions. Instead of guessing which channels are worth your investment, use performance metrics to guide your spending.
Start by calculating cost per acquisition (CPA) and return on ad spend (ROAS) for each channel. Channels with lower CPAs and higher ROAS should get a bigger slice of your budget. For example, one eCommerce business found their Instagram ads performed best during specific hours. By reallocating their budget to these time slots, they cut their CPA by 25% and doubled their ROI in just three months.
Dynamic budgeting beats static approaches every time. Check your attribution data weekly and adjust your spending based on what’s working. A fitness app developer, for instance, reduced their CPA by 30% by shifting budget from broad targeting to lookalike audiences based on their most engaged users.
You can also use your data to enhance strong touchpoints. For example, if customers who download your product guide tend to convert more, invest more in content marketing and lead magnets. One company noticed mobile users interacted more with ads in the evening and boosted conversions by 35% by focusing their budget on those peak hours.
Amazon Attribution gives you the tools to connect your non-Amazon marketing efforts to your sales results. Regularly monitoring and tweaking your attribution model will help you stay ahead of changes in customer behavior. Set up automated alerts for big performance shifts and review your budget allocation monthly to ensure your strategy stays sharp. With these advanced techniques, you’re setting yourself up for smarter marketing and stronger results.
Conclusion
This guide has walked you through everything from creating tags to mastering advanced attribution modeling. When paired with analytics tools, Amazon Attribution can significantly improve your marketing insights. Advertisers often report impressive results, such as an 18% increase in new-to-brand sales, 10% higher overall sales, and a 20% boost in ROI.
With 60% of shoppers researching online before making a purchase and 40% relying on multiple touchpoints, Amazon Attribution ensures you can fine-tune every stage of the customer journey.
"Using Amazon Attribution through Quartile's solution allows us to get a unified view of our non-Amazon advertising strategies. For the first time, we were able to view Facebook, Instagram, and Google engagement metrics alongside Amazon conversion and sales metrics. This comprehensive reporting has allowed us to create a truly full-funnel strategy - one that has led to over 100% sales growth for our brand wherever they spend time this year." - Gordon Gould, co-CEO at SmartyPants
While the initial setup is straightforward, ongoing optimization can be a bit more complex. That’s where eStore Factory comes in. Their team of Amazon experts offers services like Attribution setup and management to help brands increase conversions and revenue. For example, in 2022, Vitasei partnered with eStore Factory and saw their PPC sales skyrocket by 1,800%, while organic sales grew by 423%.
"Take the time to understand your audience and their browsing behavior, and then tailor your ad campaigns to meet their needs. Use the robust Amazon Ads remarketing options to ensure that your ads are reaching the right customers, and continuously monitor and optimize your campaigns to achieve the best results. Above all, remember that success with Amazon Ads requires a combination of data-driven strategy, ongoing experimentation, and a willingness to adapt and learn as you go." - Jimi Patel, co-founder, eStore Factory
Whether you choose to manage it yourself or bring in professional support, Amazon Attribution offers the insights you need to make smarter marketing decisions and achieve stronger returns.
FAQs
How does integrating Amazon Attribution with tools like Google Analytics improve my marketing strategy?
Integrating Amazon Attribution with analytics platforms like Google Analytics provides a clear window into how your external marketing efforts influence your Amazon sales. It enables you to track essential metrics such as clicks, conversions, and sales from sources like social media, email campaigns, or paid advertisements. This helps you pinpoint which strategies are delivering the best outcomes.
With this data in hand, you can make informed, data-backed decisions to fine-tune your campaigns, sharpen your customer targeting, and boost your return on investment (ROI). This integration connects the dots between your external marketing initiatives and Amazon performance, ensuring your efforts align with customer actions and preferences.
How do I set up Amazon Attribution and integrate it with my analytics tools?
How to Set Up Amazon Attribution and Connect It with Analytics Tools
Setting up Amazon Attribution and linking it to tools like Google Analytics is a straightforward process. Here's how you can get started:
Create Your Amazon Attribution Account: Log in to your Amazon Advertising account and navigate to the Attribution section. From there, you can generate unique tags for your campaigns, which will help you track performance metrics with precision.
Set Up Your Campaigns: Use the Amazon Attribution console to name your campaigns and define traffic sources clearly. Accurate setup ensures that your ad performance is tracked properly.
Link to Analytics Tools: Configure your analytics platform, such as Google Analytics, to recognize and work with the Amazon Attribution tags. This integration will give you insights into user behavior and conversions driven by your Amazon campaigns.
Once everything is connected, keep an eye on your data. Regularly analyzing and adjusting your campaigns based on performance insights can help you improve ROI and ensure your marketing efforts are aligned with your goals.
What is multi-touch attribution, and how can I use Amazon Attribution to improve my marketing strategy?
Multi-touch attribution provides a clearer view of how various marketing channels influence a customer's journey. Rather than focusing all the credit on a single interaction, it considers the impact of each touchpoint - whether it's a display ad, a social media post, or another channel - in driving conversions. This approach helps you make smarter decisions about where to allocate your marketing budget and how to adjust your campaigns for better performance.
If you're ready to dive into Amazon Attribution, start by logging into the Amazon Advertising console and setting up a campaign. From there, you can create unique attribution tags for each channel, like Google or Facebook ads. These tags let you track how external traffic contributes to your Amazon sales, offering valuable insights into what’s delivering results. With this data, you can refine your marketing strategy and focus on what truly works.
