How to Track Amazon Sales From Facebook Ads

Tracking Amazon sales from Facebook Ads is essential for understanding the effectiveness of your social media advertising efforts and determining your return on investment (ROI). While Amazon and Facebook are separate platforms, you can still effectively track the sales driven by your Facebook ads to your Amazon listings. This guide will walk you through the necessary steps to set up tracking, monitor your performance, and optimize your Facebook ads to drive more sales to your Amazon store.

Step 1: Set Up Facebook Pixel

To track sales from Facebook Ads, you first need to set up the Facebook Pixel on your website. This small piece of code will track user actions, including purchases, that occur after interacting with your Facebook ads.

1. Go to Facebook Ads Manager: In your Facebook Ads Manager account, navigate to the Pixels section under Events Manager.
2. Create a Pixel: If you don’t have a Pixel already, click “Create a Pixel” and follow the instructions. You’ll be given a piece of code to install on your website.
3. Install Pixel on Amazon Store (if applicable): While you can’t directly install the Facebook Pixel on Amazon, you can use a tool like Affiliate Links to create tracking links that will route through your website, where the Pixel can track conversions before the final purchase on Amazon.

Step 2: Use Amazon Attribution

Amazon Attribution is a tool that allows you to track external traffic, such as from Facebook Ads, and understand how it impacts sales on Amazon.

1. Sign Up for Amazon Attribution: First, you’ll need to join Amazon Attribution, which is available for Amazon sellers, vendors, and agencies. If you haven’t yet, visit the Amazon Attribution Dashboard to sign up.
2. Create an Attribution Tag: In the Attribution Dashboard, create a new attribution tag for your Facebook ads. This tag will track traffic and sales originating from Facebook.
3. Add the Tag to Your Facebook Ads: When you set up your Facebook Ads campaign, incorporate the Amazon Attribution link in the call-to-action button (e.g., “Shop Now”). This ensures that any clicks on the Facebook ad are tracked and attributed to the relevant product listings on Amazon.

Step 3: Set Up UTM Parameters

For more detailed tracking, use UTM parameters to tag your Amazon product URLs when running Facebook Ads. This will help track the traffic in Google Analytics or through other tracking platforms.

1. Create UTM Parameters: Use the Google URL Builder tool to create a URL with UTM parameters (e.g., source=facebook, medium=cpc, campaign=summer_sale).
2. Apply UTM Parameters to Ads: When setting up your Facebook Ads, ensure that the URL with the UTM parameters is used in the ad’s destination link. This will enable you to track how traffic from Facebook is impacting your Amazon listings.

Step 4: Monitor Facebook Ads in Facebook Ads Manager

Track the performance of your Facebook Ads through Facebook Ads Manager to see how much traffic is being driven to your Amazon listings.

1. Monitor Metrics: Look at key metrics such as clicks, impressions, CTR (Click-Through Rate), and CPC (Cost Per Click) to assess how well your Facebook Ads are performing.
2. Analyze Conversion Events: Check for conversions on your website through the Facebook Pixel or Amazon Attribution tag. Track the number of users who clicked on your Facebook ad and made a purchase.

Step 5: Check Amazon Sales Performance

Use Amazon Seller Central or Amazon Vendor Central to monitor the sales data driven by your Facebook Ads.

1. Go to Amazon Attribution Reports: In Amazon Attribution, view the Sales Impact report to see the sales generated from the Facebook ads.
2. Filter by Time Frame: Adjust the time frame to match your Facebook ad campaigns to see the correlation between Facebook traffic and Amazon sales.
3. Monitor Sales by Product: In Seller Central, check which products are receiving traffic and sales as a result of your Facebook Ads campaign.

Step 6: Analyze ROI and Optimize

Once you’ve gathered enough data, calculate the Return on Investment (ROI) for your Facebook Ads campaigns driving Amazon sales.

1. Calculate ROI: Compare the total sales from Amazon generated by Facebook traffic against your Facebook ad spend. If your ROI is positive, it means your ads are performing well.
2. Refine Targeting: If certain audiences or ad creatives are driving better results, focus on refining your targeting to further optimize performance.
3. Test and Optimize: Continuously test different ad creatives, audiences, and strategies in your Facebook campaigns to improve your results and further optimize for sales on Amazon.

Summary

Tracking Amazon sales from Facebook Ads requires setting up the Facebook Pixel, using Amazon Attribution, and applying UTM parameters to your Amazon product links. By closely monitoring both Facebook Ads performance and Amazon sales data, you can effectively understand the impact of your Facebook campaigns on Amazon. Optimizing your ad campaigns based on this data will allow you to drive more targeted traffic to your Amazon listings, improve your ROI, and boost overall sales.