This podcast episode discusses Amazon's new Path to Purchase Report, which provides insights into customer interactions with different ad types before making a purchase. The hosts analyze the report's features, highlighting its ability to reveal the effectiveness of various ad combinations in driving sales, particularly new-to-brand sales. They demonstrate how to use the report, including manual data manipulation to compare first-touch and last-touch attribution, and discuss limitations, such as the lack of conversion rate data per path. The hosts also explore the potential of using impression data to understand brand awareness building, even with ads that don't result in immediate clicks. Ultimately, the episode emphasizes the report's value in optimizing Amazon ad strategies, despite its current limitations.
