Measure Time-to-Conversion Accurately with Amazon Marketing Cloud
Have you ever wondered how long it takes for users to purchase your products after seeing your ads?
Many of us have heard media buyers or agencies say things like:
"I’ll wait 7 -14 days before adjusting my bids or budgets because conversions happen during this window."
Now, you can validate that claim!
With the power of Amazon Marketing Cloud (AMC), you can pinpoint exactly how long it takes for your conversions to happen after someone clicks on your ad.
In some FMCG categories, it might surprise you that over 50% of purchases happen in less than 10 minutes after viewing an ad. And in certain categories, ~80% of orders are placed within 7 days of seeing an ad!
But that’s not all… The time to conversion varies depending on the campaign type: for instance, SP campaigns often convert faster than DSP or SD campaigns.
Understanding these conversion windows on a campaign level is critical for planning your budgets and promotions. AMC allows you to measure time to conversion for specific campaigns, campaign types, or even the entire catalog, both on regular days and during key events.
Imagine discovering that weekends have shorter conversion windows, this insight could lead you to run special promotions during the week to maximize sales.
Plus, you can analyze which products or categories convert the fastest and plan your budgets and promotions accordingly. The data is so granular that you can track orders from the specific ASINs you promoted and see how the whole catalog performs after your ads.
Important note: If a user is exposed to your ads multiple times, AMC calculates the time to conversion from the last exposure before the purchase.
Your goal should be to understand the percentage of total orders from each campaign type, so you don’t delay optimizations by waiting for the standard 14-day attribution window.
What will you do with these insights? Let me know in the comments!
Stay tuned for more AMC & DSP updates - https://lnkd.in/d3SYuuyN