Amazon Sponsored Display vCPM Data Attribution

[@markwilson87]

I spoke to an Amazon rep 2 weeks ago about this. To add - the sales are attributed to your brand sales and not the products in the campaign. They don’t provide a report showing the ASINs purchased. I’m also seeing the data for these delayed more….about a week.

[@SeanSmithPPC]

Mark, you are seriously awesome. Thank you for sharing that knowledge. So you're saying sales are attributed to the brand and not a specific product right? Just want to make sure I understood correctly.

[@markwilson87]

@@SeanSmithPPC that is what they are telling me. The reason I asked the rep is that the sales per SKU in the campaign did not reflect the sales reports. It was like 2x sales in the ad campaign vs the total sales report data. I was scratching my head asking how is that possible lol

[@SeanSmithPPC]

@@markwilson87 I've heard about this issue as well. Basically more advertising sales in total sales. We're going to have to create a new measurement model for these types of ads.

[@jack2media]

Hi Sean I come across this too. Are the metrics not the same as in the sales are still the sales and the spend is still the spend right? The odd thing I noticed was I was getting 100 sales a day on a product with 1 target ASIN under context reach VCPM and that product was only moving 20 units a day so I'm unsure as to where the other 80 units come from.

[@SeanSmithPPC]

The reason you are seeing inflated numbers is because of how Amazon attributes the sales. The VCPM ads use view through attribution. This means that if someone just views of the ad Amazon will count it as a sale. This is different from sponsored products. Sponsored products uses click through attribution. That means someone needs to click the ad and only then will it count as a sale. Does that help at all?

[@adamyookidoo2746]

Great advanced content! hightly appriciated 💥

[@SeanSmithPPC]

I appreciate the comment Adam. I'm happy you like it. 😃

[@pallavbihani5628]

is there double reporting? I saw an ASIN which sold 75 units, On Sponsored product campaigns it showed 35 orders and vCPM it showed 85 orders - totally 120 orders - So is it a situation of double reporting?

[@SeanSmithPPC]

It is not double reporting. It is a different way to do attribution. Sponsored products orders use click through attribution and sponsored display vCPM orders use view through attribution. They are two different attribution models.

[@tombo986]

amazing content Sean :)

[@SeanSmithPPC]

Thank you Tom for the kind words 🙏