Marketing Funnel

Overview

The Marketing Funnel model helps brands understand how users progress from ad exposure to detail page views, purchases, and repeat purchases, providing a full-funnel perspective to evaluate marketing performance.

This model helps answer key business questions such as:

• Are ads reaching a sufficient number of target users?

• How many users develop interest after exposure (e.g., detail page views)?

• To what extent do ads drive purchases and repeat purchases?

• At which stage are users dropping off in the funnel?

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Model Interpretation

The report consists of two funnel views: Impression Funnel and Brand View Funnel.

At the top of the model, the predefined version uses fixed Amazon user logic. The date selector supports flexible selection (typically monthly).

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(1) Impression  Funnel

The Ad Exposure Funnel focuses on whether ads effectively drive users down the conversion path. It starts from ad impressions and measures how ad exposure contributes to downstream user actions.

Funnel stages:

• Awareness: Impressions

• Consideration: Detail Page Views

• Conversion: Purchases

• Loyalty: Repeat Purchases

The interface supports filtering by ad product type and ad account. The funnel visualization shows user counts at each stage and conversion rates between stages. Key metrics such as impressions, DPV, purchases, repeat purchases, ad spend, sales, and cost efficiency are displayed alongside the funnel.

Use cases:

• Evaluate overall advertising effectiveness

• Compare conversion performance across ad types and strategies

• Optimize budget allocation and media mix

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(2) Brand View Funnel

The Brand Engagement Funnel focuses on the performance of product pages and brand experience, regardless of traffic source (ads + organic).

This funnel starts from users who have already shown interest (i.e., detail page views) and evaluates their downstream conversion behavior.

Funnel stages:

• Consideration: Detail Page Views

• Conversion: Purchases

• Loyalty: Repeat Purchases

Unlike the Ad Exposure Funnel, this funnel does not require prior ad exposure. It is designed to evaluate the effectiveness of product pages and brand conversion capabilities.

Use cases:

• Assess product page attractiveness and conversion capability

• Identify whether bottlenecks come from on-site experience rather than media

• Compare differences between ad-driven and total traffic performance

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(3) Audience Creation Based on Funnel

The model supports creating audiences directly from different funnel stages, enabling seamless activation.

Typical audience segments:

• Exposed but not DPV

• DPV but not purchased

• Purchased but not repurchased

These audiences can be used for targeting, retargeting, and lifecycle marketing.

Use cases:

• Retarget high-exposure but low-conversion users

• Convert users who viewed but did not purchase

• Drive loyalty among existing customers

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Model Customization

The model supports flexible configuration to meet different business needs.

Customizable dimensions include:

• Date Range
  Supports custom time ranges up to ~13 months (AMC data retention limit). Default is last month.

• Data Scope
  Option to include Amazon Shopping Insights (FSI).

  • Default: Only users exposed to ads within a 28-day attribution window

  • With FSI: Includes all conversions (including organic)

• Campaigns
  Select specific campaigns or use all campaigns by default

• ASIN Selection
  Filter analysis to selected products

• Funnel Metrics
  Customize metrics used at each stage

  • Example: Replace “Purchase” with “Save & Subscribe”

  • Adjust frequency vs. user-based metrics

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4.12.4 Data Logic

The model is built on Amazon Ads exposure and conversion data, with user-level funnel progression.

• The Ad Exposure Funnel starts from users who have been exposed to Amazon Ads and tracks whether they proceed to DPV, purchase, and repeat purchase, forming a step-by-step funnel to measure ad-driven conversion efficiency.

• The Brand Engagement Funnel starts from users who have had detail page views (DPV), regardless of traffic source, and evaluates how many proceed to purchase and repeat purchase, focusing on brand and product page performance.

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Glossary