eCommerce 101: How to Get an Accurate Assessment of Your Advertising Efforts

e-Commerce 101: How to Get an Accurate Assessment of Your Advertising Efforts

Unless you have a six- or seven-figure advertising budget, you simply cannot afford to waste your advertising dollars. Unfortunately, that is exactly what many brands end up doing when they launch e-Commerce marketing campaigns. This is because they are not looking at their e-Commerce strategy holistically.

If you are seeing inconsistent or declining ROI from your e-Commerce advertising, then it is high time that you make a change. In order to do so, you will first need to get an accurate assessment of your current marketing efforts. 

By determining what works and what doesn’t, you can make informed decisions and refine your Amazon advertising campaigns.

With that in mind, the experienced team at Insights ABM will show you how you can gauge the success of your advertising efforts in a few simple steps. Once you have implemented these principles, you will gain a more complete view of your e-Commerce data. This information will help you to alter course and craft a high-performing Amazon marketing strategy.

Set a Baseline

Before you can accurately gauge the success of your e-Commerce advertising efforts, you need to establish a baseline. We recommend tracking some of the traditional key performance indicators (KPIs) like cost per lead (CPL), clickthrough rate (CTR), and return on ad spend (ROAS). You should also analyze broader metrics like total revenue (TR) and cost of goods sold (COGS).

By assessing a broader range of data points, you will be able to gain additional insights into your campaign’s effectiveness. You will be able to determine the impact that new traffic is having on your current e-Commerce revenue, as well.

Attribute Your Results

Once you have identified the KPIs that you want to track, you must determine how you want to attribute your results. There are three primary attribution options on Amazon. 

These choices include:

Amazon Store Reporting

Amazon Store Reporting is a great tool for store-focused e-Commerce campaigns. You can monitor all of the KPIs that you selected in the first step. You can track these data points by traffic source or page, which allows you to identify which marketing efforts are most effective.

Amazon Store Reporting will also help you to optimize your marketing spending habits. You can reallocate funds to sources or pages that have been providing the best ROI. You can reduce waste by spending less on pages that are not producing a strong ROI.

DSP Reporting

The DSP Reporting tool includes a feature known as “Measure Branded Lift.” This functionality allows you to identify impressions in Amazon Search. It automatically correlates it with other Amazon DSP actions. 

Brand Lift is helpful for aligning your marketing goals and e-Commerce campaign efforts.

Amazon Attribution

Amazon Attribution provides detailed insights into your inbound traffic. Specifically, it tracks traffic that originates from other platforms, like Google and Facebook. This functionality helps you to determine how successful your e-Commerce advertising efforts are at driving traffic from other channels. 

The more traffic you are acquiring from other mediums, the better.

Amazon Store Marketing Services from Insights ABM

Want to make sure that you are getting the most bang for your advertising dollar? If so, then you must be able to accurately measure the effectiveness of your e-Commerce marketing efforts. However, setting up your own analytics program and managing your Amazon campaign can be a massive undertaking.

Instead, we recommend taking advantage of our Amazon store marketing services. Insights ABM is a talented collective of designers, content creators, and Amazon marketing strategists. We can help you leave your mark on the world’s largest e-Commerce platform and generate more sales.

If you are ready to learn more about this exciting opportunity, contact Insights ABM today. We don’t follow trends; we take the lead! Together, we can make things happen for your brand.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.