Amazon Brand Metrics - Detailed Metrics Explained

hi guys this is Igor from Amazonia PPC and in this video I'll be continuing about brand metrics within campaign manager specifically after viewing this session you will be able to compare your conversion rate to your category average and then drive more conclusions if you need to improve your conversion rate further more let's dive in so from the previous sessions you saw that we analyzed what kind of information you can see on this uh overview page but now let's dive into uh detailed metrics for your brand in this category similar as in previous video please make sure that you've selected the proper category for your products because the the data can vary a lot also make sure to compare the date ranges uh it's interesting for example to to have two tabs open for brand metrics one for the overview page one for this one detail page and then you can actually compare uh what is it that you can see on the previous page compared to this one as I'll do in this video the first thing that you can see over here is the overall category metrics and understand how your brand drives Shoppers through different stages of the funnel so you have sharer engagement rate and as I said always when you have that I button always over over over over to see uh what it actually mean so Shopper engagement rate is as it says percentage range of Shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected time frame divided by the total Shoppers anyway Shopper engagement rate you go ahead and read that um your our brand is between zero and five it's the same as it was in the previous week since we are viewing the weekly range it's it is comparing the week before that we can see the category median is the same and the category top is uh above that my favorite metric to look at here is customer conversion rate this is giving you your brand conversion rate compared to your category median and category uh top and this is crucial so you can think off like your conversion rate is solid you have standard results over period of month mons of years but here you can actually see the meaningful data if you're doing better than the category median or um category top where are you positioned and if you're the same as category median that still give still give you gives you the information there's more Improvement to be made to move towards the category top now again context is very important if your category top percentages here of 20% of conversion rate is for those that are twice as uh sorry two times cheaper than yours then it's hard to compete in conversion rate but still uh that is something that you can strive to over the period of time or maybe you can um if you Source properly compete compete with them here uh we can see that compared to the previous week we were up by 66% now do the M that can be like from 8 to 10 increase so we were at probably at the category medium previous week and then we we moved up 10% when the Black Friday week started uh in 2024 um don't get fooled that this is more percentage of increase like eight from uh from 8 to 10% can be huge difference in in the money gain for example if you have on average 10,000 clicks um and your average order is around 40 the math says that that can be easily uh 10 to 15 even $20,000 just by increasing from 8 to 10 so it's not like two uh the difference in two digits it's it's only you get what I mean anyway so customer conversion rate that's very important so if you're at category median and I hope you're not uh below category median that means that you really need to do something about your listing so this is uh conversion rate so end of the funnel somebody moved from awareness stage to your uh consideration stage so they clicked your product they even added to cart or added to to the wish list but they didn't purchase so that means that for some reason they didn't like something that they see on your uh list in most of the times it's it's about your images so your images are photoshopped badly or it's just a bad render or something's not right or irrelevant information no infographics no A+ no A+ premium so there are many things that you can do or even if you have all of that go out and test do see what your best in in category are doing and compare and and do the same and make sure to do those uh a uh AB testing within Amazon so manage experiment options and and check that for your hero image for your other images and A+ content as well uh yeah as I said hover over everything that that you can see here and uh explore more information about brand metrics that will give you definitely many many better information that I can give you in this short video further down the page you can see every part of the funnel in details so compared to what we had here in the awareness stage we saw 39 Shoppers in consideration we see we saw 3,863 here you can see the same think so 39 and 3,863 but here you can even see in detailed uh so uh here is the same number so brand searches only and total Shoppers that's actually the same you can see the same data as here compared um how many of them compared category top category medlion so it's the same numbers but uh what you have here is that you can go further and explore uh more information how to drive in the awareness how to drive consideration and purchases uh for your brand uh this is very important so this tells you that you're better performing better than 80% 87% of brand like yours this category uh what it's important to note here this is uh based on Amazon is comparing your brand and your product to your peers so they're not comparing they they taking the similar amount of sales that you had and uh your price that you're selling at compared to your peers so the most similar one to yours in in terms of volume and prices so that's really meaningful data so when they compare to your peers the closest possible to yours you're better than 87% of them woohoo so that's good um in this case at least and then you can have see this uh for the consideration phase and the for for the purchase phase in this detailed metrics what's interesting compared to the consideration phase here where we could see only total shopper here in the consideration phase compared to the previous week here in consideration phase you can see that breakdown so detail page views only it was 3241 brand searches only and add how many added to card so this is very valuable so 4 6111 of them added to card that's really close to category top this week which is really great um we had low brand searches in detail pages that means that we may um and that's actually reflects that we recently didn't run so many sponsor brand ads for this um for this product and for this uh brand so we could increase that and eventually increase the number of people who search for our brand and landed on our our product pages it's an increase from the previous week uh but still but this is very interesting so 600 so really close to the category top and we are doing better than 87% similar to the awareness uh compared to our our peers and you can compare it how category top is doing and again this returnal engagement I don't consider that such a valuable information but that's me if you know it let me know I I would be glad to learn if it's meaningful or not for me I don't know I still haven't utilized that as a meaningful information that could uh make me drive some different business decisions for this account and then the lastly purchased um 97% we are performing for this brand better than 97% of similar peers in this category which is great um so here you see again compared to the overview you can only see 427 here but here uh in in this detail you can see the breakdown so top 10% and subscribers save customers all other brand customers and total Shoppers combine those two um now here it's a little bit confusing for me because uh for this kind of products we are advertising for this brand it doesn't make sense that anybody going to subscribe and save it's not a consumable product it's uh more giftable so I doubt that somebody's going to subscribe to constantly have gifts delivered or maybe they will but if I'm not mistaken you can go ahead and explore that um these are top 10% of users who are driving sales in your category historically so those who are um spending the most and are willing to use subscribing safe customers so I think that's the how many of those you manage to capture in the purchase um part of the funnel and all other brand customers uh aside from those uh are are list here compared to the category Medan that's way above category median and that's why we are at the 97% uh percenti so you can see that between 97 and 100 you can see that it's only like 100 what 30 of them um so quite quite good uh this is very useful for you to take a look every few weeks if not week by week it's a lot of data and if you have a lot of product that's uh timec consuming but take a look whenever you are thinking if you should or shouldn't run any more sponsor brand ads because it definitely makes sense when you are not considering the increases in a way awareness stage or consideration stage if you don't have awareness you don't have consideration stage uh traffic then how can you go and have uh more in the purchase part of the funnel so this is something that we need to work on because we are great in purchase so we need for this brand to go and push more for the awareness in consideration stage so more broad campaigns maybe some sponsor display they even say say uh here when you click how to grow band awareness you have some explanations like grow create sponsor brand campaigns and bid on top of search on branded item sponsor display of course where maybe product targeting or audience targeting that all works and you go ahead and create post by the way posts are now available for European um Market places as well so go ahead and explore that I might create additional video for you that but that's like self-explanatory posts are similar as in us it was it's been available for for years in US Marketplace but now posts are available for Europe too so go ahead and do that if you haven't already for your European Marketplace and then you can also do that for consideration how to drive consideration for your brand which kind of campaigns it's um uh out of the scope of this uh short video uh but as I said so you immediately we can see that we are strong in certain um part of the funnel and you can compare that to yours and see where you need to push more here definitely it would pay off to push more in the awareness and consideration because we are uh doing pretty good the purchase part of the funnel um let me know what you think pay attention on those customer conversion rate work on your listing constantly test test test do AB testing do those product pin or Pik Fu or Intel test and see how that will go for you let me know if you have any questions I'll be glad to answer them in the comment section and stay tuned for further videos thanks