销量

销售额是指因广告而售出的商品的总价值。归因取决于广告活动类型。

因广告活动而产生的销售额

当顾客点击您的广告,然后购买其中一个推广的商品时,我们会将此销售额归因于您的广告活动。用于衡量顾客点击广告后所购商品的时间段称为归因期。如果顾客在归因期购买您的商品,则该销售额将包含在您的销售数据中。

注意: 我们会根据订单日期在广告活动报告中显示销售归因指标。付款失败和 72 小时内取消的订单将从归因中删除。

商品推广

对于商品推广,销售数据包含 7 天内广告点击产生的商品销售额。您可以下载广告活动效果报告,从中查看广告活动在给定时间范围内产生的销售额。

销售数据包括所推广商品的销售额,以及库存中其他商品的销售额。例如,如果顾客在点击蓝色衬衫的广告后购买了红色衬衫,则相应款项会包含在总销售额中。

品牌推广

对于品牌推广,销售数据包含 14 天内广告点击产生的销售额。这一数据包括所推广商品的销售额,以及因点击您的广告而带来的您的品牌下其他商品的销售额,无论这些商品是由您还是由他人售出。

与商品推广活动不同,无论谁提供首选商品,品牌推广广告都会向顾客展示,这可以为您带来更多展示量,从而向亚马逊上的顾客推广您的品牌。

例如,如果您拥有某个运动器材品牌,那么您针对新跑鞋系列的品牌推广广告也可能会带来该品牌袜子和运动服装的销量。这样,您就可以了解您的广告支出除了提高所推广商品的销售额和品牌知名度外,还会产生哪些影响。

展示型推广

对于展示型推广,销售数据包含 14 天内广告点击产生的销售额。“浏览”广告活动的销售数据不包含第三方卖家销售的您品牌下的商品。

品牌旗舰店产生的销售额

对于品牌旗舰店,销售额包含品牌旗舰店访问者在上次访问您的品牌旗舰店后 14 天内产生的商品销售额。

产生的销售额和销量有两种计算方式:

  • 直接销售额或销量: 购物顾客浏览过的品牌旗舰店页面上显示的商品总销售额或销量。

  • 间接销售额或销量: 亚马逊上显示的您的品牌商品的总销售额或销量,但购物顾客浏览过的品牌旗舰店页面上没有显示这些商品。

此外,我们还会将销售额归因于品牌旗舰店流量来源和页面,如下所示:

  • 来源: 我们将销售额归因于顾客在购买之前访问的最后一个来源。

  • 页面: 我们将所有直接销售额归因于顾客浏览过的、包含所购商品的页面。我们将连锁反应销售额归因于顾客在购买之前浏览的最后一个页面。

对于产生的订单,如果其中包含不同页面上展示的多个商品,则此订单只会被归因到所浏览的最后一个页面和该次页面浏览的流量来源。

注意: 品牌旗舰店洞察信息中显示的销售数据基于访问日期,而不是下单日期。归因中包含付款失败和取消的订单。


 亚马逊官网原文详情:

Sales

Sales is the total value of products sold attributed to your ads. Attribution depends on campaign type.

Attributed sales for advertising campaigns

When shoppers click your ads and later purchase one of the products advertised, we attribute the sale to your ad campaign. The time period for measuring purchases after a click is called an attribution window. If shoppers return to your product and purchases it within the attribution window, that sale will be included in your sales data.

Note: We display sales attribution metrics in campaign reporting based on the date of the order. Payment failures and orders that are cancelled within 72 hours will be removed from the attribution.

Sponsored Products

For Sponsored Products, sales data consists of the product sales resulting from ad clicks within 7 days. You can view sales attributed to a campaign for a given time frame by downloading a Campaign Performance report.

Sales data includes sales of the advertised products as well as sales of the other products in your inventory. For example, if a click on your ad for a blue shirt generates a sale for one of your red shirts, this is included in total sales.

Sponsored Brands

For Sponsored Brands, sales data consists of sales resulting from ad clicks within 14 days. This includes sales of the advertised products as well as sales of other products within your brand that resulted from clicks on your ads, regardless of whether they were sold by you or by others.

Unlike Sponsored Products campaigns, Sponsored Brands will be shown to shoppers regardless of who presents the featured offer, helping you gain more impressions with shoppers on Amazon to promote your brand.

For example, if you own an athletic equipment brand, your Sponsored Brands ad for your new running shoe collection could also include sales for your brand’s socks and workout clothing. This allows you to see how your ad spend is having an impact beyond just the advertised product and increasing awareness of your brand.

Sponsored Display

For Sponsored Display, sales data consists of sales resulting from ad clicks within 14 days. Sales data for "Views" campaigns doesn't include products within your brand sold by third-party sellers.

Attributed sales for Stores

For Stores, sales consist of the product sales generated by Store visitors within 14 days of their last visit to your Store.

There are two types of attributed sales and units we use in our calculations:

  • Direct sales or units: Total sales or units purchased of products available on a Store page, where the Store page was viewed by the purchasing customer.

  • Halo sales or units: Total sales or units purchased of products available on Amazon from your brand, where the product purchased wasn't available on the Store page viewed by the purchasing customer.

In addition, we attribute sales to Stores traffic source and pages as follows:

  • Sources: We attribute sales to the last source that shoppers visit prior to their purchase.

  • Pages: We attribute all direct sales to the page viewed, which contained the purchased product. We attribute halo sales to the last page shoppers viewed in visit prior to their purchase.

For attributed orders, if an attributed order contained multiple products that appear on separate pages, the order will be attributed only to the last page viewed and the traffic source of that page view.

Note: We display sales data in Stores insights based on the date of the visit, not the date the order was placed. Order payment failure and cancellations are included in the attribution.

 文章来源:亚马逊官方网站