Question: An advertiser wants to measure the impact of their Amazon Ads on their own website sales. Which metric category should they focus on?
- New-to-brand metrics
- Success metrics
- Conversion metrics across the open internet
Explanation
Conversion metrics are the relevant focus when the objective is to understand actions that happen after ad engagement. For website sales, measurement needs to capture off-Amazon purchase activity across the open internet. Amazon Ads measurement can help connect ad exposure or engagement to conversions beyond Amazon owned shopping environments. This makes open-internet conversion reporting more appropriate than brand-acquisition or general success indicators.
Why the other options are incorrect
New-to-brand metrics measure first-time brand purchases on Amazon, not sales completed on the advertiser’s own website.
Success metrics is too broad because it does not specifically isolate off-Amazon website sales conversions.
Source for verification
https://advertising.amazon.com/measurement-analytics
https://advertising.amazon.com/library/guides/amazon-attribution
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