The importance of valuing latent orders to successful Amazon Sponsored Products management

Sponsored Products is the most widely adopted Amazon search ad format, and typically accounts for more than six times as much ad spend as Sponsored Brands ads for the average Tinuiti (my employer) advertiser. As such, it’s incredibly important for advertisers to understand the full value that these ads drive.

Part of this is understanding the click-to-order period between when a user clicks on an ad and when that user ends up converting. Given how Amazon attributes orders and sales, it’s crucial that advertisers have an idea of how quickly users convert in order to value traffic effectively in real time.

Amazon attributes conversions and sales to the date of the last ad click

When assessing performance reports for Sponsored Products, advertisers should know that the orders and sales attributed to a particular day are those that are tied to an ad click that happened on that day.

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