Amazon AMC: Time to Conversion Insights
Did you know that 78% of customers on Amazon completed their purchase within 24 hours during Prime Day week? What’s even more interesting is that 20% finished within 7 days while only 2% bought after 7 days!
We analyzed this from a campaign for an electronics brand, and it got us thinking, what would the "Time to Conversion" look like during BAU days?
Using Amazon Marketing Cloud (AMC), we plan to dive deeper into this metric to uncover the ideal purchase window for different types of campaigns. It’s also a great way to track halo product conversions, those extra products people buy beyond the campaign focus.
But here’s the kicker: If you’re not accounting for the full attribution window, your results will be incomplete, and your decisions won’t hit the mark. You need to extract this data 14 days after the campaign concludes. Otherwise, you’ll miss conversions that occurred within Amazon’s 14-day attribution window.
Let me explain: if your campaign ran from the 1st to the 14th, you should request your report after the 28th to ensure that all late conversions are counted, such as those from clicks on the final day of the campaign that converted on the 28th.
Why does this matter? Different product categories have unique conversion windows. Understanding this can transform how you plan and execute remarketing campaigns, refining your overall strategy.
And don't stop there, pair this with the Path to Conversion report to pinpoint which types of campaigns deliver the highest conversion rates. Knowing how long it takes to convert, along with which campaigns drive the best results, equips you to build a powerful campaign strategy.
For brands with high ad spend during BAU and event days, understanding these metrics is key to optimizing your spend.
Curious about more AMC insights? Drop me a message, and I’ll break it down in my next posts.
🔗 Follow for more insights on DSP & AMC - https://lnkd.in/d3SYuuyN