Ever wonder how Amazon decides which ad gets credit when someone buys your product? That’s where attribution models come in. These models track how your ads help make a sale. It’s like giving credit to the players on a team. Not everyone scores, but they all help win the game!
Let’s break down the common attribution models used in Amazon PPC. Don’t worry — we’re keeping it fun and simple!
Contents
1. Last Click Attribution
This is the most common model Amazon uses.
- In this model, 100% of the credit goes to the last ad the customer clicked before making a purchase.
- It doesn’t matter how many ads they saw or clicked before. Only the last one counts.
Think of it like this: someone visits your store three times. The third time, they click an ad and buy. That third ad gets the glory!
2. First Click Attribution
This one’s the opposite of last click.
- Here, 100% of the credit goes to the first ad a customer clicked.
- Even if the customer clicked five more ads later, the first one gets all the credit.
It’s like giving the MVP award to the player who started the rally, not who hit the winning run.
3. Linear Attribution
This model spreads the credit evenly.
- If a customer clicks three different ads before buying, each ad gets an equal share of the praise.
- It’s fair, but not focused.
Great if you want to see how your whole campaign works together as a team!
4. Time Decay Attribution
Time matters here!
- Ads clicked closer to the purchase get more credit.
- Older clicks get a smaller piece of the pie.
It’s like a countdown — the closer you are to “go,” the more important you are.
5. Position-Based Attribution (U-Shaped)
This one is a mix, and kinda fancy.
- First and last clicks both get 40% of the credit.
- The rest is shared between the middle clicks.
It recognizes the people who kicked off the journey and those who closed the deal. The helpers in the middle also get some love too!
So… which one does Amazon use?
Amazon mostly sticks with last click attribution by default. That means the final ad clicked before the purchase is the hero.
But knowing these other models helps you understand the bigger picture.
Why does attribution matter?
Because it tells you which ads are working. And if you know that, you can:
- Spend your money smarter
- Find your best-performing keywords
- Boost your ROI (yay!)
Using attribution data correctly can turn your ad campaigns from “meh” to “wow!”
Tips to Win with Attribution
- Test different strategies. Use Sponsored Products, Brands, and Display ads together.
- Track performance regularly. Don’t let the same ad eat up your whole budget unless it’s performing well!
- Think like your customer. What journey are they taking before they buy?
Wrapping it up
Attribution models are like scorecards. They show you who played a part in making a sale on Amazon.
While Amazon prefers last click, you now know there’s a whole team helping behind the scenes.
Use this knowledge to build smarter, stronger ad campaigns. More insights = more sales = more smiles!
