Amazon Brand Metrics Funnel Stages - Step by Step Explanation

hi guys and welcome to another video on Amazonia YouTube channel and in today's video I'll be talking about brand metrics a page within campaign manager where you can find how you're standing compared to your Market your category it's very important information and at at the end of this video you'll be able to easily see um the relation between your audience and your competitors audience how you moving from awareness stage to consideration and to purchas stage stay with me it's very useful and this is something that you have to do week over week or at least month by month how to access this brand metrics to the left uh you you have uh a menu with your sponsor ads just go to the insights and planning and select brand metrics when you first land on a page you will most probably have category top category selected over there so the first thing that you have to do is Select the proper one so go and click change category and then navigate to the exact expand everything and navigate navigate to the exact category that your product is in now sorry it's a little bit confusing because there's a bunch of graphs and let me show you how to navigate it so first you can select a date range of either a week or a month let's do a week of 24th up to 30th because this year it was Black Friday week so let's consider that one because it has the most meaningful data now you can let's start from the awareness stage on the awareness part you can see uh the the the black line shows you the previous period so November 17 up to November 23rd and the the blue box is the actual date range that you selected here you can see that compared to the previous period your uh Shoppers in the awareness stage grew by 62% so it sounds a lot but in in terms of the actual Shoppers it's for from 24 to 39 um then for each of the selected stage to the left you have further information over here and this is where it gets more interesting for example here you can see the actual shoer count or the percentage change like a breakdown uh where you can see your Shoppers category medium and category top now you can see that this is there there's a huge difference here but you have to take context into consideration as I say all my previous videos um this product is the most expensive in category one of the most expensive so it's kind of obvious that people are clicking more and viewing more the products that are cheaper than this one um and that's why there is a big big difference between uh in the awareness stage uh between our uh product and category top category median is even lower so category median median is like all of those around 50 percal that means like really the middle of the category so not the best not the the worst so you can see that we are anyway in the upper part of performance and then as as you'll see in each stage you can see week over week how that compared to uh category medium and category top and you can see that as soon as Black Friday week started we we see an increase in in Awareness stage so let's move on to the consideration uh yeah let's uh let's take a step back difference between awareness consideration and purchase stages is awareness is only uh people who saw your product or saw your impression regardless is if they actually seen it on the page but um it's not viewable Impressions it's impressions in total so but once U user sees your ad and clicks on it and land on your detail page view that is where they are considered to be entering consideration phase so they are not in Awareness funnel they are further down closer to the purchase so now they are into consideration so something they saw about your product is it the price the image or everything combined make them be made them uh feel that they might consider your product to purchase it so when you click the next um stage Everything Changes you can see that on previous period you were uh at where the black line is and now there's an increase of 33% so um that's actually quite a big increase in terms of numbers so previous period and compared to the current period uh my suggestion is generally in Amazon Seller Centra whenever you see this P tip go ahead and read it even for your known metrics because um it will make you understand better how Amazon sees data and how they uh line everything uh here on the page on every other page uh this is the total Shoppers now during this uh uh date period that we've selected and you can see that that's an increase of 978 people who actually considered your products compared to the previous period and and you when you hover over it will say that the total number of Shoppers who considered your brand in the selected category but didn't purchase within this category during the selected time period this is also interesting to see that uh in a week uh there were 3,863 people who saw your ad but didn't saw your product but didn't purchase so this is this also tells you that there's an opportunity for you to create an additional audience like somebody who you your product but haven't bought so you you see immediately that you have more than 2,000 because you start using Amazon marketing Cloud as you should then you have enough data to create an audience because their minimum audience size is 2,000 so you can easily in a week have uh 2,000 people a potential audience that you can Target like select uh people who uh saw my product but didn't purchase and you create an audience for them and then you you can Target them specifically and have a bid adjustments for that that's another story that's Amazon marketing Cloud I'm going to record that um in the future too so it's a good uh information on on the traffic that you actually have on your on your listings um this metrics I don't know I don't consider it that important because it it tells you that value generated in the last 12 months is €10,000 but in a nutshell it says that revenue generated by Shoppers who considered your brand in the last 12 months so all of those 3,800 who saw your ad s sorry saw your product actually in general made spent €10,000 in the last 12 months and when you break it down it means that uh 2.73 per Shopper in investment and again similar as with the previous stage you can see the Shopper count change and percentage change whatever you feel like it's uh better for for an overview here you can see that we are way above category median and close to the category top uh in this stage of the funnel so consideration funnel and you can see we over week how is that performing compared to to your peers it's very useful therea because very often we ask ourselves okay if I'm having X number x amount of sales is that the best I can where are the category um top performers are standing but you also have to take into into consideration the sorry the average prices and context as I said so if your product is s if you're selling it at € 100 and you you're at the best selling one in the category selling at 20 20 you're actually not comparing apples to Apple so because he's most probably having much better conversion rate than you are but the target demographics is different so your product is more interesting to people who are willing to spay to spend more on a better better quality product so take that also into consideration not just the actual numbers like hey I'm still below category top I want to get there maybe you cannot get there maybe you shouldn't even spend more to get there because it just not doable doesn't make any sense um next up is the purchased are most most interesting ones so purchased as as it name says it's those who moved from uh awareness stage then to consideration stage and then from the consideration stage moved and actually bought your product so compared to the previous period that's actually quite an increase of 138% that's because uh the Black Friday week started and people uh were like programmed to buy unfortunately that's that's life um so we can see that compared to the previous period there were well 248 more buyers again uh breakdown is the same you can see the value generated in the last 12 months um by those Shoppers over um in this category sorry and then again the breakdown shoer count what what's was changing over the each stage of the funnel so where you are standing compared to the category top so your Shoppers compared to category top that's pretty good because when you consider that category median is 14 category top is okay 232 but you are really I would say roughly you are at maybe 80 85 percentile Maybe towards the best in in category and this product is more expensive than most of the other so that's pretty good results um yeah so that's about the the actual the first page of brand metric in my next video I'm going to record uh it's going to be about detail metrics which is even more valuable than this one but this is very interesting to see where you are at each stage of the shopping uh Journey towards the compared to your Piers uh also once again pay attention which category you've chosen because if you have a number of different products then for each different product of set of products you want to make sure that you select the proper category because this can change a lot um like you can see you can be the worst or or best in category depending on uh what category you can select and if there's uh if you're not sure which want to select here when you go to the change category you just open your product and see on the actual detail page uh where your product is currently um and you can you can compare that uh one small note here you can see that uh this is comparison week over week but if you select the different uh date range like if you select a month over here the first available is October then you will actually see a breakdown by month which is also very useful so now it's uh March is zero so from April and onwards you can compare uh what's happening this is the purchase funnel category top is the purple one and you can see that your shop change is actually uh pretty good so June July we were pretty good so 41 category medium 40 minus 47 so we had a big big chunk of traffic Landing uh actually selling better than the category top um let me know if if it uh if you have any more questions about it I'll be glad to answer in the comments and stay tuned for the next because it's even more uh interesting because it involves the actual conversion rate compared to your category median where you can drive even more meaningful decisions uh if you need to improve your main image or A+ content Etc stay tuned guys and see you in the next video bye-bye