Amazon AMC: Path to Conversion Metrics

I deep-dived into the key metrics available in the Path to Conversion Instructional Query in Amazon Marketing Cloud. I’m amazed by the intelligence we can extract from this query!

Beyond cost, impressions, and clicks, the essential metrics for optimizing the user acquisition journey on Amazon include:

Detail Page Views
Add to Cart
Purchases

These purchase outcomes are:

Sales Revenue
Units Sold

The above metrics are primary, while secondary metrics that can be calculated are:

CPC
CPM
DPV Rate % & Cost per DPV
ATC Rate % & Cost per ATC
Purchase Rate % & Cost per Purchase
ROAS & ACOS %
“Revenue per Click” and “Clicks per Order”

The best part is tracking how these user acquisition journeys break down into:

Click or View Attribution
Promoted or Halo ASINs
New-to-Brand (NTB) or Repeat Purchases

With these insights, you can analyze your user acquisition metrics in depth. For example:

• Click-Attributed NTB Purchase for Promoted ASIN is one such insightful metric.

If your purchases are attributed to views, it may indicate organic purchase cannibalization.
If Halo ASINs are selling more than the promoted ASINs, consider changing your promoted ASIN.
If incremental NTB sales are lacking, campaign and targeting optimization is needed.

Path to Conversions can be tracked across primary and secondary metrics, with click and view attribution. You can also understand how many purchases are from promoted ASINs, Halo ASINs, or if they are NTB or repeat purchases.

I’m excited to bring these insights to life in the Hector AMC Insights Dashboard. Stay tuned.

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