Path-to-Conversion Insights in Amazon Marketing Cloud with Hector

Path-to-Conversion Insights with Amazon Marketing Cloud

At Hector, we’ve delved deep into the Path to Conversion Instructional Query in Amazon Marketing Cloud, and the insights are nothing short of transformative.

Beyond foundational metrics like cost, impressions, and clicks, the journey to optimizing user acquisition on Amazon centers around key metrics:

Primary Metrics:

• Detail Page Views

• Add to Cart

• Purchases (Sales Revenue & Units Sold)

Secondary Metrics (calculated from primary data):

• CPC, CPM

• Detail Page View (DPV) Rate & Cost per DPV

• Add to Cart (ATC) Rate & Cost per ATC

• Purchase Rate & Cost per Purchase

• ROAS & ACOS

• Revenue per Click & Clicks per Order

What sets this analysis apart?

We can now track user journeys and break them down into:

• Click or View Attribution

• Promoted or Halo ASINs

• New-to-Brand (NTB) or Repeat Purchases

This granular visibility helps refine strategies:

• If purchases are view-attributed, it may suggest organic purchase cannibalization.

• If Halo ASINs outperform promoted ASINs, it’s time to rethink the promoted product.

• Lack of NTB sales? Campaign and targeting adjustments are in order.

Excited to announce...

Our Hector AMC Insights Dashboard now brings these insights to life, enabling advertisers to map their conversion paths with unmatched clarity.

Ready to take your Amazon strategy to the next level? DM us to get started.