That’s where the real story begins.

📖 Chapter 1: Beyond the Basics

The first step in optimising user acquisition on Amazon is understanding the journey. It’s not just about getting noticed; it’s about driving action. Key milestones like:

• Detail Page Views (DPV)
•  Add to Cart (ATC)
•  Purchases

These are your protagonists, shaping the story of your campaign’s success.

📖 Chapter 2: Unveiling the Impact

The outcomes tell a story of their own. Metrics like:

• Sales Revenue
• Units Sold

Paint the bigger picture. But as any great strategist knows, you need supporting characters. Secondary metrics, like DPV Rate %, ATC Rate %, ROAS, and even “Clicks per Order”; provide the rich context needed to write the next chapter.

📖 Chapter 3: The Twist

Here’s where things get interesting. When you break down the user journey, new layers of insight emerge:

• Are your purchases attributed to clicks or views?
• Are you selling more Halo ASINs than the ones you’re promoting?
• Are your New-to-Brand sales driving incremental growth, or are you just attracting repeat buyers?

These moments of clarity are the turning points that can transform your strategy.

📖 Chapter 4: Plotting the Path to Success

Consider these insights:

• If purchases are view-attributed, it could hint at organic cannibalisation.
• If Halo ASINs outperform Promoted ASINs, your product selection might need a second look.
• If incremental NTB sales are low, it’s time to revisit your campaign targeting.

These findings open a new chapter in your playbook, helping you refine the path to conversions and optimise for the most critical outcomes.

📖 Chapter 5: The Climax

It all comes together when you take a holistic view. You can understand the why behind your numbers by tracking primary and secondary metrics and layering in click and view attribution. You can also see how purchases break down across Promoted vs. Halo ASINs and NTB vs. repeat buyers.

And that one killer insight? Click-Attributed NTB Purchases for Promoted ASINs. That’s your plot twist, the revelation that shifts your perspective and drives more intelligent decisions.

📖 The Moral of the Story

Amazon isn’t just a marketplace; it’s a dynamic story of user behaviour waiting to be uncovered. The question is, are you analysing the proper chapters of the journey?

Let's talk about: Connect

Enrico Babucci