<aside> 💡 Sessions and unit session percentage are two very important things that you need to understand in Amazon advertising.

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Navigation

1. Log in to your client’s Seller Central account.

2. If this hasn’t been added to your favorites yet, go to Menu > Reports > Business Reports

3. Click on either:

   1. Detail Page Sales and Traffic by Parent Item - you may like to look at Parent Items because you combine all the variations in the ads.
   2. Detail Page Sales and Traffic by Child Item - if you don't and you want to look at things in the Child Item level to see which variation does better, you can also do that.
   • For this example, we’ll be looking at the Child Item view.

   

   1. Click Show/Hide Columns.

   2. Review the fields are remove what isn’t needed such as:

      • Growth Opportunities and Total Potential Sales Lift
      • Session Percentage - Total
      • Page Views Total
      • Page Views Percentage - Total

      Anything where B2B is indicated:

      • Featured Offer (Buy Box) Percentage
      • Unit Session Percentage - B2B
      • Ordered Product Sales - B2B
      • Total Order Items - B2B

   Report

   These are the different data points found on the report:

   

   1. Sessions

      • The unique Amazon accounts that have come into the listing versus Clicks which means the number of times people have clicked on an ad.
      • As you increase your PPC spend, you should get more sessions. Tracking sessions is very important because it tells us how effective our ads are. The more people you bring into the listing, the more sales you’re going to make.

   2. Unit Session Percentage

      • Also known as the Conversion Rate (CVR).

      • PPC will bring people into the listing, but then it's the job of the listing to convert the customer.

        • If you have a nice and attractive listing with great images and videos, high reviews, good ratings, a lot of answer questions, and good bullet points, the job of the listing is to convert the customer.

        

        

        • This is calculated as the number of Units Ordered divided by Sessions - Total.

        Data Analysis

        

        Over 3,400 people come into the listing, but only about 11% of them buy the product.

        1. Is it because we only have a 4-star rating instead of 4.5?
        2. Is it because we don’t have enough answered question?

        a) Is it because we only have a 4-star rating instead of 4.5?

        b) Is it because we don’t have enough answered question?

        

        c. Is it because when they look at the images, they’re just not attracted to the product?

        

        d. Is there not enough enhanced brand content?

        

        e. The review doesn’t look good. People aren’t convinced.

        

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