Path to Purchase Analysis

Here’s why I think every Amazon seller should gain access to AMC. With AMC we’re finally able to fully understand our sales funnel. Five main groups of analyses can be done: 1)    Path to conversion - unlike traditional attribution models that only credit the last ad clicked before a sale, path to conversion analysis counts every customer interaction with the brand throughout the whole customer journey.      Example: A company running multiple ad campaigns notices through AMC that customers frequently interact with SP ads followed by SB ads before purchasing. The analysis shows that this combination leads to a 30% higher conv. rate compared to customers who only see one SP ad. As a result, they decide to increase investment in SB ads. 2)    Overlap – we can see what audiences are exposed to different types of ads.      Example: We sell in the pet category, and we discover new audience segments that overlap with our existing customers – pet owners. Overlap analysis reveals that many of these customers also engage with outdoor products. Next time, we’ll build a video ad showing our pet product being used outdoors. Overlap analysis can also show which ad combinations yield the best results. Next time we will use the SD ads + Streaming TV combo, instead of SB product targeting + SP product targeting ad. That is where we will focus most of our budget next time. 3)    ASIN-level - Analyze purchase activity and behaviors on the ASIN level, including basic performance by ASIN, which ASINs are often purchased together, and which ASINs tend to be a gateway to your brand.      Example: A brand selling kitchen appliances uses AMC to analyze its various products at the ASIN level. They discover that while their blender has high clicks, it has a low conv. rate compared to other appliances like mixers. They then improve their product listing to improve conversions. 4)    Audience analysis – categorize audiences based on demographics, engagement, and purchase history. Map your audience's customer journey, optimize ad spending in favor of best-performing ad types, create loyalty programs, and more.      Example: A fashion brand identifies through audience analysis that users who engage with their ads but do not complete purchases often abandon their carts after viewing certain items. They implement a retargeting campaign specifically aimed at these users. 5)    Custom attribution – track sales more accurately, based on how much credit each marketing campaign on each channel should receive.      Example: A home goods retailer uses custom attribution to analyze its advertising campaigns over a holiday season. Custom attribution reveals that initial awareness ads on social media played a crucial role in driving traffic. As a result, they adjust their strategy to include more awareness-focused campaigns in future seasons. 

Adding more clarity to the new Conversion Path Report and how it can be utilized for daily optimizations. Our team had an in-depth discussion and came up with some great insights. We’re still brainstorming ways to leverage this report further by combining it with other data sources to improve campaign structure and optimization strategies. Key Takeaways & Optimization Strategies ➡️Understanding Conversion Paths: ✅The Conversion Path Report provides a simplified view of the steps a shopper takes before purchasing, highlighting ad types like Sponsored Display, Sponsored Brands, and Sponsored Products. ✅By analyzing these paths, advertisers can identify which ad combinations or sequences lead to conversions and optimize budget allocation accordingly. ➡️Focus on New-to-Brand (NTB) Metrics: ✅NTB metrics are critical for understanding how campaigns attract new customers to the brand. ✅Use the report to identify campaigns driving the highest NTB sales. Allocate budgets strategically between NTB campaigns and those targeting repeat customers. ➡️Testing and Budget Allocation: ✅For paths starting or ending with specific ad types (e.g., Sponsored Display leading to Sponsored Products), test incremental budget shifts to see how it impacts conversions. ✅Weekly downloads of the report can track changes and refine spending based on performance. ➡️Avoid Duplication of Metrics: ✅NTB sales attribution is tied to the last ad touchpoint, reducing duplication risks. ✅Ensure unique data tracking by analyzing the last attribution path for NTB conversions. ➡️Combining Reports for Deeper Insights: ✅Merge Conversion Path data with Campaign Manager reports to analyze ACoS for individual paths and visualize sales contributions by ad type or strategy. ➡️Assigning Sales Weightage: ✅For paths involving multiple ad types, distribute sales proportionally: 100% for single ad types. 50% each for dual-touchpoint paths. 33% each for triple-touchpoint paths. ✅This helps estimate the true impact of each ad type on the conversion funnel. ➡️Dynamic Strategy Adjustment: ✅Monitor underperforming paths (e.g., Sponsored Display not leading to purchases) and reduce their budgets. ✅Reallocate to paths or combinations with higher sales or NTB contributions. ➡️Campaign Testing & Iteration: ✅Use the Conversion Path Report to experiment with ad types and paths weekly. Test different ad type combinations (e.g., Sponsored Brands → Sponsored Products → Purchase). ✅Adjust spend based on performance to identify effective strategies. #amazon #amazonadvertising #amazonads

Ever wondered what drives your customers from initial awareness of your brand to the moment they make a purchase? That’s where Path-to-Purchase Analysis comes in. But what is path-to-purchase analysis? It is a deep dive into the consumer journey, mapping out every step your customers take before they decide to buy. This study isn't just about the final purchase; it's about understanding how and why they get there. But what does it involve? - We gather data from various sources—think surveys, website analytics, customer feedback, and sales records. This gives us a complete picture of all the touchpoints a customer interacts with. - We create a visual map that tracks every interaction a customer has with your brand, from the first ad they see to the moment they hit “purchase.” This map includes both online and offline touchpoints. - We analyze the journey to spot critical decision points—what prompts a customer to move forward or, conversely, what causes them to drop off. - We dig into areas where customers encounter obstacles, whether it’s a complicated checkout process or unclear product information. Understanding these barriers allows you to remove friction and improve the overall experience. The ultimate goal is to use these insights to refine and enhance the customer journey. Whether it’s tweaking your website, adjusting your messaging, or improving customer service, Path-to-Purchase Analysis provides actionable steps to boost conversions. #marketresearch #consumerinsights #customerjourney #pathtopurchase #businessstrategy #consumerbehavior #datadriven #marketingresearch #customerexperience #brandstrategy #dataanalytics #customerinsights #digitalmarketing #behavioralscience #marketingstrategy #userexperience #customerloyalty #conversionoptimization #marketanalysis #customerengagement

Path to purchase is a concept most founders are still not familiar with They're confusing it with the customer journey. Because that's what the textbooks taught them. (sadly) The path to purchase is focused on the steps leading up to a transaction. Think of it as the roadmap guiding a prospect from “I have a need” to “I’m buying this now.” The customer journey encompasses the entire relationship, including post-purchase experiences, loyalty, and long-term engagement. The customer journey is much broader. It covers every interaction and experience a person has with your brand—not just before the sale, but after as well Founders who obsess over “funnels” often forget that every step is a chance to build trust or lose it. It’s not just about being present; it’s about being relevant, human, and memorable at each moment. There are 5 key stages in a PTP: Identification: The customer becomes aware of a gap between their current situation and their desired state—a need or problem that demands a solution. Information Search: They actively seek out options, gathering information about brands, products, and experiences that might fill that gap. Appraisal of Alternatives: Customers evaluate their choices carefully, comparing features, benefits, and reputations to find the best fit. Purchase Decision: After weighing options, they commit to a specific brand, product, timing, and payment method. Post-Purchase Behavior: The experience after buying shapes future loyalty. Satisfaction leads to repeat business and recommendations; disappointment can close the door forever. Why this matters: It’s not enough to simply be present at the point of sale. You need to support customers throughout. - provide information to buy confidence - understand their social and psychological factors - Understand what's driving their choices—not just the features or price. Great brands don’t just sell products they guide customers through their decision-making journey with clarity, consistency, and care. Maybe it’s time to stop thinking like marketers and start thinking like guides. #VanshiChats 🧿💜

Ever wondered exactly how your customers interact with your campaigns? Or how different ad formats work together to drive conversions? With the new Conversion Path Report (currently in beta), you’re about to get that clarity. This report breaks down the customer journey step-by-step. For example: 👉 Display (Sponsored Brands) > Sponsored Products > Purchase For the first time, brands can see: ▪ What percentage of sales come from specific ad paths ▪ New-to-brand sales, showing how many first-time customers each path brings in Now imagine this: A customer’s journey starts with a Display ad, moves to Sponsored Products, and ends with a purchase. The Conversion Path Report doesn’t just track this—it helps you: ➤ Identify which campaign types are driving the most influence ➤ Spot weak links in your ad strategy ➤ Shift resources to the paths delivering the best ROI Here’s how to put it to work: 𝗙𝗶𝗻𝗱 𝗮𝗻𝗱 𝗙𝗶𝘅 𝗜𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁 𝗣𝗮𝘁𝗵𝘀 → Analyze paths with low purchases and compare spend for those campaign types. Then: - Redirect resources to better-performing paths. - Experiment with restructuring weaker campaigns. 𝗕𝗼𝗼𝘀𝘁 𝗥𝗲𝗽𝗲𝗮𝘁 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 → Calculate the percentage of repeat customers within each path. → Double down on campaigns that retarget loyal customers to maximize repeat revenue. 𝗥𝗲𝗳𝗶𝗻𝗲 𝗟𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝗩𝗮𝗹𝘂𝗲 (𝗟𝗧𝗩) 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 → Use repeat customer data to refine campaigns that target high-LTV customers. → Experiment with ad formats to drive both new acquisitions and long-term retention. For example: If a path has 1,000 total purchases but 700 are new-to-brand, you’ve got 300 repeat customers. Divide that by total conversions (1,000), and you’ll see 30% of customers are loyal repeat buyers. If you’re focused on lifetime value (LTV), this is gold. The report is still in beta, and yes, it’s missing some crucial metrics like ACoS, CPC breakdowns, and conversion rates. But even as it stands, it’s a game-changer for sellers looking to optimize ad strategies and uncover growth opportunities. Got questions? DM me—I’d love to hear how you’re using this!

🔔 𝐍𝐞𝐰 𝐅𝐞𝐚𝐭𝐮𝐫𝐞 𝐀𝐥𝐞𝐫𝐭: Amazon Ads 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐏𝐚𝐭𝐡 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 Amazon’s new Conversion Path Reporting is a game-changer for brands aiming to fine-tune their advertising strategies. Here's what it brings to the table and why you should care: 𝗪𝗵𝗮𝘁 𝗜𝘀 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗣𝗮𝘁𝗵 𝗥𝗲𝗽𝗼𝗿𝘁𝗶𝗻𝗴? A feature that lets you visualize 30-day customer paths to conversion, providing unparalleled insights into ad product combinations driving sales. 𝙆𝙚𝙮 𝙁𝙚𝙖𝙩𝙪𝙧𝙚𝙨 𝙏𝙝𝙖𝙩 𝙎𝙚𝙩 𝙄𝙩 𝘼𝙥𝙖𝙧𝙩: 1️⃣ Ad Mix Analysis: Reveals which ad products and formats (like Sponsored Products, Display Ads, or Streaming TV) convert best. Identifies the cross-channel combinations moving customers through your funnel. 2️⃣ Comprehensive Reporting: Tracks touchpoints across Amazon DSP, Sponsored Ads, and more. This includes NTB (New-to-Brand) purchases and highlights growth opportunities. 3️⃣ Actionable Insights: Pinpoints optimization opportunities in near real-time. Helps balance brand-building ads with performance-driven campaigns for better ROI. 4️⃣ Media Impact Demonstration: Quantifies the full effect of your media mix to validate strategies and budget allocation. 𝙃𝙤𝙬 𝙄𝙩 𝘽𝙚𝙣𝙚𝙛𝙞𝙩𝙨 𝙔𝙤𝙪𝙧 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙮: ✅ Faster Decision-Making: Real-time insights mean you can pivot campaigns to focus on high-performing paths without delay. ✅ Clearer Attribution: No more guesswork—understand which touchpoints contribute most to conversions. ✅ Increased Efficiency: Double down on ad formats delivering the best NTB purchases or conversion rates. ✅ Scalable Insights: Reporting is brand-level, spanning multiple advertising accounts—ideal for agencies managing complex campaigns. 𝙃𝙤𝙬 𝙩𝙤 𝘼𝙘𝙘𝙚𝙨𝙨 𝘾𝙤𝙣𝙫𝙚𝙧𝙨𝙞𝙤𝙣 𝙋𝙖𝙩𝙝 𝙄𝙣𝙨𝙞𝙜𝙝𝙩𝙨 📍 Navigate to your Campaign Manager in the Ads Console. 📍 Top conversion paths appear on insight cards—your Top 5 are displayed. 📍 Want granular details? Download reports from Measurement & Reporting. 𝙋𝙧𝙤 𝙏𝙞𝙥 𝙛𝙤𝙧 𝘼𝙙𝙫𝙚𝙧𝙩𝙞𝙨𝙚𝙧𝙨: 🔑 Use this tool to test cross-channel combinations—e.g., pair Amazon DSP video ads with Sponsored Display for full-funnel coverage. 🔑 Focus on NTB sales metrics to identify the channels driving first-time buyers. The beta phase might limit availability, but if you’re eligible, this feature is necessary for refining your Amazon Ads strategy. Stay ahead of the curve by leveraging data-backed optimizations to drive conversions like never before! What’s your take—have you started using Conversion Path Reporting? Share your insights below! #amazonppc #amazonadvertising #amazonselling