How To Track Amazon Sales From Facebook Ads

Alex Becker CEO/Founder of HYROS

How To Track Amazon Sales From Facebook Ads

Alex Becker CEO/Founder of HYROS

If you’re serious about running ads for your Amazon site but aren’t sure how to track your sales on Amazon from Facebook Ads, this is for you.

Amazon is the largest retail site in the world, but if you’re running ads to sell on there, you already know that. But how do you know what ads lead to a conversion? How do you know what targeting worked best for you, and how do you scale an ad not being sure about its performance?

Tracking data and ad attribution is crucial for a successful ad campaign, especially if you plan to scale your ads.

Do you know what happens if you scale your ads with only a partial or incomplete picture of what ads are converting?

Do you remember high school math tests?

If you guess at a problem, you may get the answer right if you guess, but the steps involved are wrong.

So you fail the test.

The point here is that even if you get a random correct answer, in this case, a sale from an ad, you won’t be able to replicate it confidently.

By tracking your ads incorrectly, you scale the ads that you think are working for you and spend a ton of money on ads that perform poorly. I’ve seen it over and over and over again. It’s painful to watch.

Tracking your Amazon sales from Facebook ads can take time and effort. Of course, it doesn’t have to be, but most people try to overcomplicate things, which I think is just dumb.

So how do most people track their sales on Amazon that come from their Facebook Ads?

The first thing to know is how Facebook credits ads and tracks conversions that come from their platform.

Facebook is all about Facebook. They don’t like people leaving their platform and don’t like to give credit to ads that drive people to Facebook.

So if you’re running multi-channel ads and have had people in your target audience working within your funnels for some time, Facebook only wants to credit the last touch, the final ad they clicked, in order to get to Facebook.

How People Typically Track Amazon Sales From Facebook Ads

There are a variety of strategies for tracking Amazon sales generated from your Facebook Ads, but they could be better if I was, to be honest. These strategies aren’t all that great because they take a lot of time to set up and track, and even when you get all that done, they still have holes in them about the type of data you get back.

That said, there are some ways to get at least an idea of your sales on your Amazon account that come from Facebook ads. For example, you can create discount codes or use an Amazon affiliate program. In addition, sometimes, an Amazon Store may be easier to tell what sales are coming from Facebook ads and what isn’t.

None of these options are ideal, but to get a better understanding of these, let’s dive into them a little bit.

Discount Codes

To track your Amazon sales through your Facebook ads, you can provide a discount code on each of your ads and compare what is getting the traffic and conversions over the other ads you’re running. This is a lot like running A/B testing with your Facebook ads, but that is not very smart.

To run a bunch of ads, you’ll be paying out a bunch of money, and having to set target audiences, and lookalike audiences take time. So time is money, okay?

But if you want to go this route, go ahead. It’s your ads and your sales. Here’s how you set it up.

For every ad you run, you provide a discount code on that ad, and you can track sales. It’s tedious and time-consuming. But hey, it’s not my ad. I’d instead run ads that work, take less time to set up and track, and are easier to optimize, which is what I do using Hyros and many others doing so.

The benefit here is that you’ll be able to see what ad directly led to a sale, but you won’t see all the ads and touches your target went through before seeing the ad that converted.

If you relied on only that data from your discount code campaign, you might think, “Hey, great! This Facebook ad does the trick. I’ll scale it 10x.” Only, once you scale it 10x, you don’t see a 10x ROI. In fact, your ROI goes down. Why? Because you are scaling an ad that is the last touch for your target, the last one in a long line of touches and ads that your target may have been through before finally saying, “Yup, I’ll buy.”

The disadvantage here is that the tracking doesn’t show where the sales came from if the target doesn’t use the discount code. It also doesn’t give credit for sales that came from an ad or email campaign months ago but only gives credit to the most recent ad, which is misleading.

Amazon Affiliate Links

Another way to track your Amazon sales that come from a Facebook ad is through the use of affiliate links. A unique affiliate link on every ad or landing page will help you track sales that occur when people go to Amazon, the problem is that it only accounts for sales if the link is clicked.

Another problem is that people abandon their carts all the time. And if they abandon their carts or empty them, then go back from a different ad you run and buy the item, there’s no attribution for sale. So your tracking data shows no sales, even though you have one.

Amazon Stores

Amazon stores are similar to branded pages; you have to create each page you want. The problem is that it’s challenging to set up, you have to have serious copywriting chops, and the keywords you target may be limited. For those reasons alone, Amazon Stores are not the best bang for your buck.

Finally, you could do a little old-school, “elbow grease” type of work. You can take the customer and order info you have, upload it to Facebook, and match profiles to your ad account. But seriously, I don’t know why anyone would want to do all this work just to find the source of a sale.

Amazon Attribution

Like Facebook, Amazon has its own reporting tool known as Amazon Attribution. Amazon Attribution will track how outside marketing will drive your sales on Amazon.

Unlike Facebook, Amazon has an internal keyword system that allows advertisers to create highly targeted product descriptions, banner ads, and more. If paired with a Facebook Ad, this can increase your product relevance on Facebook.

These functions will give you better insights into who came to your page and their behaviors but, similarly to Facebook, don’t do much in the way of telling you where your target came from except their most recent click.

The problem here is the same with the other tracking metrics. They’re only going to go a click or two before the sale, meaning that if you’re running a number of ads on Facebook, especially over a long period of time, you’re going to lose sight of where the customer started and came from.

Why is that journey worth it to follow? Most people take time before they click a link, especially higher priced ticket items, so knowing where a target started will give you better data to scale the ads that are performing and avoid the ads that aren’t cutting it.

Look, if you’re trying to track your Facebook ads using the traditional ways, you might be able to scale your ads and see some decent returns. But if you want to scale your ads with 20-30% ROI, you need to get tracking data showing every step a target took on their journey to attribute a sale.

Knowing that the customer started their journey with you 6-months ago and only just now clicked for a sale is more important to track that data than the ad that got them to click. If you know, all the points they went through to get to the Facebook ad that brought them to click will give you the data on what ads are performing and what ads to scale.

I’ve seen it time and time again. But the only tracking software that can give you the complete picture is Hyros. So you should check us out. We offer a 90-day guarantee on your ad spend.
Well, that’s it. I’m Alex Becker, CEO of Hyros. If you want more information on tracking your ads, check us out at Hyros and subscribe to my YouTube channel, where I update this type of content every day.

HYROS TRACKING

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