Understanding and optimizing ad campaigns on Amazon require more than just isolated metrics - it’s about leveraging diverse data sources to create a unified, actionable strategy.

Here's how combining insights can transform campaign performance:

Core Amazon Ads Data

Begin by analyzing campaign KPIs. This foundational data set provides crucial insights into how your campaigns perform 24/7. But it also gives you important insights on the advertised products that have a good scaling potential - may it be a BCG matrix approach, brand / unbranded setup, etc.

Amazon Marketing Cloud (AMC)

The AMC enables advanced analysis by uncovering additional metrics to measure incrementality, branded traffic relevance, and campaign impact. This level of granularity empowers better decision-making to align campaigns with business objectives along the entire funnel. Also analyzing shopper audience for upper funnel marketing before campaign start is a big win of this data set.

Supplementary Metrics

Metrics such as BSR (best seller rank), keyword position (in the Amazon search), as well as business KPIs from VC (Vendor Central) and SC (Seller Central) add depth to your campaign analysis. They provide a clearer picture of campaign impact on your total business. For campaigns linking to external websites the AAT (Amazon Ads Tag) is an important source of information.

Continuous Optimization

Success doesn’t stop at the campaign launch. The more you go upper funnel the more data is needed to understand the real impact of a campaign setup. Even in a world with comprehensive data A/B testing is still key. By monitoring your product portfolio and campaigns, budgets and targets 24/7, you can adapt strategies in real time for maximum ROI.

The takeaway

A holistic approach to data analysis - combining insights from various sources - ensures campaigns aren’t just well-executed but strategically impactful.

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