Ever run an Amazon Ad campaign and wondered why some sales weren’t directly linked to the products you advertised?
That’s the magic of Halo Sales attribution.
Yes, Amazon ad sales attribution can be perplexing at times. In this blog post, we will delve into what Amazon Halo Sales attribution is, how you can view it, and leverage it for your brand’s success.
What are Halo Sales?
Imagine this: you run an Amazon advertising campaign for your protein powder. A customer clicks the ad, browses your product detail page or brand page, and becomes curious about your energy bars. They add them to their cart and check out, even though they weren’t directly advertised.
That’s a halo sale!
Or, do you have a listing with three different sizes of energy bars—small, medium, and large? Somebody clicks on the ad for a small energy bar but buys a large energy bar after clicking on the variation listing.
That is again a halo sale.
It’s the additional sales generated by your ads for other products in your brand, showcasing the positive brand halo effect.
How Does it Work?
Think of it as a ripple effect. When someone interacts with your ad (clicks, views, etc.), Amazon considers them “primed” for your brand. If they explore your brand page or search for related products, any subsequent purchase within a specific timeframe (7 days for sellers, 14 days for vendors) gets attributed as a Halo sale to your original ad.
Is Your Ad Sales for a Product Showing Higher Than Total Sales?
Don’t panic! This isn’t a glitch in the matrix.
Remember those ripples?
If a customer, influenced by your ad, buys a different product (like the energy bars from our first example), your Ad Sales for the advertised product (protein powder) might reflect both the protein powder sale and the Halo Sale (energy bars). However, your Seller Central report will accurately show separate sales for each product.
In simpler terms:
Consider, if your product price for protein powder is $100, and the energy bar is $50, and in total, you sell 1 unit of each product in a given timeframe.
Your Ad Sales might show $150 for protein powder, even though its actual sales were only $100. This is because the other $50 comes from Halo Sales of energy bars.
However, your Seller Central business report will always show the exact sales for each product ($100 for protein powder and $50 for energy bar), excluding any Halo conversions.
In summary, while your ad sales report shows inflated sales for the advertised product, your overall product sales report accurately reflects the individual sales of each item. This inconsistency can be confusing, especially if you’re not aware of how halo sales work.
How to Differentiate Between the Halo Sales and Original Sales
Understanding the variance between Halo Sales and Original Sales poses a challenge due to Amazon’s lack of explicit breakdown in the Advertising Console reporting. However, there’s a strategic way to gain insights into this differentiation for each ad type.
To find sales attributed to the exact advertised products versus other products from the same brands, you can make use of the “advertised product report,” available for different ad types (Sponsored Products, Sponsored Brands, and Sponsored Display).
In the attached example, the report reveals that total sales linked to the advertised product amounted to $1,371.60.
However, a closer look reveals that only $1,243.85 originated from the same advertised SKU, with the remaining $127.75 generated from other SKUs.
For a more detailed understanding of which ASINs were purchased and linked to your advertised ASIN, you can access the “purchased product report,” offering an overview of ASINs purchased in association with the advertised ASIN.
How Adbrew Simplifies Reporting for Halo Conversions?
In addition to conventional metrics like ad sales and ad units sold, Adbrew introduces unique metrics known as “sales (same SKU)” and “units (same SKUs).” These metrics offer insights into ad sales and units sold specifically stemming from the advertised SKUs.
Delving deeper, the “unit same SKUs” metric in Adbrew provides precise reporting on which ASINs were purchased after a click on the ad for your specific product on any given day. This clarity allows you to distinguish between direct sales attribution and halo conversions for a specific product.
For Adbrew users, focusing on the “sales (same SKUs)” metric offers a more accurate understanding of actual ad sales for a product, moving beyond just direct ad sales metrics.
Uses of Halo Sales
Measure brand awareness: Halo Sales indicate how effectively your ads are building brand recognition and trust, leading to broader product exploration.
Optimize campaigns: By analyzing which Halo products sell well, you can adjust your ad targeting or product selection to further strengthen the brand halo effect.
Identify cross-selling opportunities: Discover which product combinations resonate with customers and use that insight to create targeted promotions or bundles.
Evaluate ad spend effectiveness: Halo Sales provides a holistic view of your campaign’s impact, helping you justify ad spend and optimize future advertising campaigns.
Halo Sales: a double-edged sword? Not quite. By acknowledging their limitations and utilizing them alongside other metrics, you gain a more holistic view of your advertising impact. By understanding attributions, analyzing sales patterns, and using this data strategically, you can calibrate your advertising efforts for long-term success. Go beyond individual product performance and cultivate a brand that resonates across your entire portfolio, driving sustainable growth and building lasting customer loyalty.
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