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🎉 Introducing Amazon Attribution with Halo Effects

March 26th, 2024

Prescient now supports revenue modeling for Amazon with Halo Effects! To get started and view modeled revenue attribution for your Amazon storefront, connect your Amazon Ads and Amazon Selling Partner accounts. Once the data has synced you’ll receive modeled revenue for all your amazon ads campaigns as well as halo effects for the amazon sales driven by your other channels.

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FAQs for the Amazon Modeling Release Below:

How does Amazon modeling work?

  • Amazon revenue can be Organic or Paid.
    • Organic revenue is essentially “Looking for something on Amazon and purchasing it, but not via a sponsored ad.” Organic revenue is driven by trend and awareness, where trend is essentially just the baseline demand for a product and awareness is a result of awareness ad spend that drove users to search for a product on Amazon.
    • Paid revenue is any purchase that came directly via a sponsored ad. Awareness can drive paid ad revenue but paid revenue can also occur simply as a result of amazon ad spend.
  • First Order Revenue can come directly through paid ads or organically as a result of trend. Specifically:
    • Someone organically searching for a product and buying it WITHOUT clicking an ad or being exposed to previous awareness spend
    • Someone organically searching for a product and buying it by clicking an Ad
  • Halo effects (AKA Second Order Revenue) can result from awareness spend causing Organic revenue (e.g. Someone sees an ad on TikTok and searches for that product on Amazon, but doesn’t click an ad), but it can also result from awareness spend causing paid spend (e.g. Someone sees an ad on TikTok, but clicks an ad). Specifically:
    • Someone being exposed to previous awareness spend and purchasing a product (either by clicking an ad or by purchasing a product directly)
    • A more detailed video explaining how Amazon modeling works can be found here.

Why don’t Amazon Ads campaigns have halo effects?

The Amazon Ads campaigns that are supported (Sponsored Product, Sponsored Brand, and Sponsored Display) all exist within Amazon itself and drive users to purchase directly within Amazon. Given this, we assume that purchasers wouldn’t click an ad within Amazon and then move on to purchase a product via a different storefront. Therefore, Amazon Ads campaigns cannot have halo effects because their spend will always lead to a purchase on Amazon.

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This is not necessarily true for Amazon DSP campaigns, which can exist outside Amazon and are more similar to generic awareness spend. These campaigns are currently not supported by Prescient.


Can I view Amazon Ad data beyond the 60 / 90 day limits imposed by Amazon?

Yes! Despite Amazon enforcing data limitations on their own reporting, Prescient will store and report all Amazon data from the day a connector is created.

Once Amazon Ads connectors are full synced we will have 60 days of historical data available for Sponsored Display and V1 Sponsored Brand Ads. For Sponsored Product and V2 Sponsored Brand Ads 90 days of data will be supported.

The oldest available date when syncing completes will always be the maximum available, but Prescient will continue to sync data as time passes (i.e. Sponsored Product ads will have 120 days of data available 30 days after the connector has finished syncing, but Amazon would only show 90 days in their ad platform).


Is there a limit on how much historical revenue data Amazon gives us?

Nope! Fivetran’s order endpoint doesn’t have a maximum limit, so we can collect as much Amazon revenue data as the user has available. [Update: this has changed! While there is a limit on what they'll give us, we can use an upload process to backfill historical sales data if necessary.]


Why don't Amazon Ads campaign have forecasts?

Amazon Ads forecasting (and the associated spend curves) will not be available for the initial Amazon modeling release. [Update: this is now available!]


Do Amazon Ads campaigns have modeled CAC or New Customer metrics?

Amazon Ads CAC/New Customer attribution modeling will not be available for the initial Amazon modeling release. Additionally, new customer counts will not be supported on the Dashboard page until a future release. [Update: this is now available!]


Where are baseline metrics for Amazon revenue?

Baseline metrics such as actual revenue, reported revenue, spend, orders, and AOV are available via the Performance page or Homepage


Can I view campaign performance for just Amazon or just Shopify?

No, splitting reporting by storefront will not be available for the initial Amazon modeling release. [Update: this is now available!]


Can I optimize my Amazon Ads campaigns?

No, optimizing Amazon Ads campaigns will not be available for the initial Amazon modeling release. [Update: this is now available!]
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Can I create goals for Amazon Ads?

No, creating goals for Amazon Ads or Amazon Revenue will not be available for the initial Amazon modeling release.