Wondering how your DSP ads are influencing brand searches? The Ad Attributed Brand Searches query in Intentwise Explore (AMC) can help.
What are instructional queries?
Amazon Marketing Cloud's (AMC) instructional queries provide pre-written SQL code that AMC users can use as is or modify for common measurement and analytics tasks.
Path to Conversion
The "Path to Conversion" instructional query helps you identify the most popular paths your customers took before converting, offering insights into their behavior. This query will return the campaign path users took, the number of path occurrences, and the performance metrics associated with each path, such as impressions, impression cost, and purchase.
In this example, since the most common path involves sponsored products (SP) and sponsored display (SD) with high conversion rates, you might want to focus your budget and efforts on these channels for better results. Conversely, if a path with DSP has a low conversion rate, you might consider adjusting your strategy for that channel.
By analyzing the data from this query, you can make informed decisions to optimize your campaigns for improved performance and better ROI.
To make the most of this query, it's best to have data from multiple campaigns targeting the same audience. While it can still provide results for single-campaign data, the insights will be limited. The query returns data such as campaign paths, path occurrences, impressions, impression cost, and purchases, using tables like dsp_impressions and sponsored_ads_traffic.
For more information, refer to our data model.