In the fiercely competitive Amazon marketplace, where advertising budgets can vanish like stones dropped into the ocean, sellers are increasingly turning to data-driven strategies to maximize returns. A recent Marketing Week study underscores this shift: over 60% of brand marketers now prioritize performance measurement more than ever before. Yet a significant gap remains—few have mastered the art of truly effective analytics.
Amazon Advertising has responded to this need by introducing two powerful new brand advertising reports: the "Attributed Purchases Report" and the "Total Traffic and Invalid Traffic Report." These tools provide unprecedented visibility into campaign performance, helping sellers optimize their strategies ahead of peak shopping seasons.
I. Decoding Amazon's New Ad Reports for Growth Opportunities
1. The Attributed Purchases Report: Revealing Conversion Drivers
This report functions like a high-powered microscope, enabling sellers to examine the precise impact of brand campaigns at the product level. Key metrics allow for multidimensional analysis:
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ASIN Performance Diagnosis:
Track metrics like "Purchased ASINs," "14-Day Total Sales," and order volume to identify:
- Top-performing promoted ASINs (indicating effective creative and landing pages)
- High-potential unpromoted ASINs (candidates for new campaigns)
- Underperforming promoted ASINs (requiring creative or page optimization)
- Brand Halo Effect: The "Attribution Type" metric distinguishes between orders driven by direct advertising versus brand recognition, helping assess brand-building effectiveness.
- New Customer Insights: Focus on "14-Day New-to-Brand" metrics to evaluate customer acquisition success and identify opportunities to expand reach.
2. The Traffic Quality Report: Eliminating Waste
Invalid traffic (IVT)—defined as fraudulent, non-human, or duplicate traffic—has long plagued digital advertisers. Amazon's report provides:
- Visibility into both impressions and clicks flagged as invalid
- Confirmation that sellers aren't charged for IVT (with 90% detected in real-time)
- Tools to calculate true ROI by filtering out noise
Note: Complete IVT removal may take up to 72 hours, so cross-reference with other reports for accuracy.
II. Creating a Data-Driven Optimization Framework
These reports work best when integrated into a comprehensive analysis system:
1. ASIN Optimization Process
- Use the Attributed Purchases Report to identify underperforming ASINs
- Cross-reference with Campaign Reports to pinpoint issues
- Apply Traffic Quality data to eliminate IVT distortion
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Implement targeted fixes:
- Low impressions? Adjust targeting or bids
- Poor click-through? Optimize product images/titles
- Weak conversion? Enhance pricing or page content
2. Keyword Strategy Refinement
Two critical focus areas:
- Search Term Alignment: Compare actual search queries against targeted keywords, adding negatives or refining matches as needed
- Competitive Positioning: Use Search Term Impression Share and Brand Analytics (ABA) data to assess relative strength and adjust bids accordingly
3. Placement Optimization
Analyze performance by ad location (top of search, product pages, etc.) to:
- Shift budget toward highest-converting placements
- Customize creative for different positions
- Adjust bids strategically
III. Conclusion: Data as the Ultimate Competitive Edge
In Amazon's high-stakes environment, these new reporting tools provide the clarity needed to transform advertising from guesswork into a precision growth engine. Sellers who master this analytical approach will be best positioned to capitalize on seasonal opportunities and build lasting brand value.