Amazon Seeks to Prove Long-Term Value of Its Ads
Amazon is pushing to prove that its ads have a lasting impact on sales beyond the typical seven-to-30-day attribution window. According to Amazon's own estimates, around 20% of a brand's value on Amazon arrives after this period has closed.
In June, Amazon studied over 2 million campaigns across its ad products and found that long-term sales are often overlooked in traditional measurement methods. To address this, the company is using AI-driven shopping and better upper-funnel measurement to track shoppers new to a brand and their first key actions after seeing an ad.
Amazon's director of measurement, Lily Tong, emphasized that the goal is not to reattribute past sales but to prove the long-term value of Amazon ads. She noted that 20% of sales value for a brand shows up over time and isn't captured in the immediate attribution window.
Some agencies have expressed skepticism about Amazon's efforts, with some treating long-term sales as a forecast rather than a proven metric. However, Amazon is pushing forward with its omnichannel metrics tool, which takes attributed Amazon ad exposures and looks at the sales they drive elsewhere. The company aims to include these figures in standard end-of-campaign reports.