How to use the Amazon Report

Amazon Attribution is a very powerful tool in measuring marketing to your Amazon store. We provide a variety of reporting to help analyze your Off-Amazon marketing efforts to your Amazon Store

The Amazon Report is broken into five (5) main sections.

1. Summary Data

2. Google Ads for Amazon vs My Store

3. Facebook Ads for Amazon vs. My Store

4. Trend Reporting

5. Detail Data Grid

6. Troubleshooting

 

Important:  All data from Amazon is reported using a 14-Day Last Click Attribution

Data in the 'My Store" section is reported using "Gross" sales and revenue.

 

 

Reminder: Orders attributed by Amazon may take up to 48 hours to show up in Wicked Reports.  Amazon does not guarantee immediate attribution on their orders

The date range for All sections are controlled by the date filter at the top

 

Summary Data

The first section is the Amazon High-Level summary Data.  The data is from the date range selected at the top of the report.  Here you will find the following fields:

  1. Costs - All the costs we've determined are associated with marketing to Amazon.  This includes Facebook Ads that send traffic to Amazon as well as Google Ads that send traffic to Amazon.
  2. Sales - This is count of Sales data we pull from Amazon based on the tracking which has been added to you links.  Amazon determines how many sales it is attributing to your marketing.
  3. Amazon Attributed Revenue - This is Revenue from the count of sales data we pull from Amazon.  It is based on the tracking which has been added to you links.  Amazon determines how many sales it is attributing to your marketing and provides the revenue from those sales.
  4. Profit - This is Amazon Attributed Revenue - Costs.  This does NOT take your Cost of Goods (COGS) or Amazon Seller Fees into account.
  5. ROI - This is your Return on Investment based on your costs and Amazon Attributed Revenue.  ((Revenue - Costs) / Costs) * 100

Google Ads for Amazon vs. My Store

Often there's a question about how your money is best spent.  If you sell on your own store and on an Amazon Store, you may wonder if you get better ROI by sending Google Ads traffic to your store directly or by driving that traffic to your Amazon store.

By knowing where you're money gets the best ROI, you can make better decisions on how and where to spend your money.

We compare Costs, Sales, Profit, Revenue, Clicks and ROI for Google Ads that send traffic to My Store vs. Your Amazon Store.

The data is from the date range selected at the top of the report. 

This example screenshot shows more Costs, Sales, Profit, Revenue, Clicks and ROI when sending Google Ads to the Amazon store.

Note: If you are not using the Full Wicked Reports software, we will NOT have data for "My Store".  You will need to upgrade to full Wicked Reports to compare your Amazon Sales vs. your Store for Google Ads

Also, be aware that "My Store" data is calculated using the "Gross" value. 

Facebook Ads for Amazon vs. My Store

Often there's a question about how your money is best spent.  If you sell on your own store and on an Amazon Store, you may wonder if you get better ROI by sending Facebook Ads traffic to your store directly or by driving that traffic to your Amazon store.

By knowing where you're money gets the best ROI, you can make better decisions on how and where to spend your money.

We compare Costs, Sales, Profit, Revenue, Clicks and ROI for Facebook Ads that send traffic to My Store vs. Your Amazon Store.

The data is from the date range selected at the top of the report. 

This example screenshot shows more Costs, Sales, Profit, Revenue, Clicks when sending Facebook Ads to the Amazon store.  However, the ROI is slightly higher on Facebook Ads to actual web store.

Note: If you are not using the Full Wicked Reports software, we will NOT have data for your Store.  You will need to upgrade to full Wicked Reports to compare your Amazon Sales vs. your Store for Facebook Ads

Also, be aware that "My Store" data is calculated using the "Gross" value. 

 

Trend Reporting

The ability to see trend reporting is an important part of analyzing marketing data.  If ROI is high, you may want to know if it's higher or lower than it was last week or last month.  So, we've included a Trend Report to show Revenue and ROI over time.

The data is from the date range selected at the top of the report. 

By default, the Trend Report shows Revenue and ROI for Google Ads, Facebook, Email and Other.

The solid line is the Revenue and the dotted line is the ROI

 

You can show/hide sources by clicking the label at the top

You will likely also want to compare different campaigns over time as well.  If you want to compare different campaigns from the Detail Data Grid (below), you can select up to 5 checkboxes for the campaigns you want to view.

Once you select up to 5 campaigns, those campaigns will be displayed in the trend report instead of the default sources.  You can also select the labels to show/hide those campaigns in the trend report as well.

When you unselect all the campaigns checkboxes in the Grid, the trend report will go back to the default sources. 

 

Detail Data Grid

This is where you dive deep into your Marketing data to Amazon and really understand what's happening.

Important: Any data that is not determined be Amazon related is omitted from the Amazon report.  You will use the ROI report to see marketing details to your own website.

First, you will determine which source you want to view data from.  Google, Facebook, Email and Other.

Google: The data was tied to a Google Ad

Facebook: The data was tied to a Facebook Ad or the UTMs reported have a source of Facebook.  This could be a social post, etc.

Email: The data has a UTM Source or Medium of "Email"

Other: If the data doesn't fall into any of the above categories, it's considered "Other".  This could be links on your website or any other online location where leads may click and end up at your Amazon store.

If you want to drill down even further to specific sets of Campaigns, or UTMs, you can apply additional filters to the Grid.

Once you have the data you want to filter on, you see the campaign level data for the filtered results.

 

Default columns are: Campaign, Costs, Clicks, Sales, Revenue and Profit

If you want to re-arrange or hide any of these columns you can click the "Manage Columns" button.

Changes you make to the order of the columns or which are visible will stick.  So, when you come back later, the columns will be orders just as you left them.

 

The Grid Data is based on a 3-Level Hierarchy. To Drill deeper into the data, you can expand your Campaign Rows by clicking the expand icon next to the Campaign Name. 

 

If you're looking at Google Data, expanding the Campaign will show the Ad Groups within that campaign

If you then expand the Ad Groups, you will see the Keyword/Audience values under each Ad Group.

 

If you're looking at Facebook Data, expanding the Campaign will show the Ad Sets within that campaign

If you then expand the Ad Sets, you will see the Ad Names under each Ad Set.

 

If you're looking at Email or Other Data, expanding the Campaign will show the UTM Term values under the Campaign.

If you then expand the UTM Term, you will see the UTM Content values under each UTM Term.

 

As this data is based on a 3-level hierarchy, if you were to "show" a 2nd level hierarchy column in the grid, then expansion of the grid rows moves to the next level down Hierarchy. 

For example, if the source is Google and I "show" the "Ad Group" column, you will no longer expand the campaign column, you will expand the "Ad Group" column

 

If you were to also "show" the 3rd level hierarchy column, you lose the ability to expand because all the data is now visible in the grid.  Each row represents the 3rd level hierarchy value.

Troubleshooting

Please visit our Amazon Attribution troubleshooting article here.