We wanted to take a moment to let you know we are updating our advertising programme to give you a clearer picture of how your ads are helping drive sales. Now, when you promote your listings with the priority strategy, or when you promote your listings offsite, you’ll see not only direct sales but also “Halo sales” where a buyer clicks on your ad then purchases a different item from your Shop within 30 days.
This update affects reporting only
The update only affects how your sales are reported and won’t result in any additional fees on the sale of your listings. You’ll continue to only pay for the clicks on your priority strategy and Promoted Offsite campaigns, and you won’t be charged for any clicks on non-promoted items, even if their sale was attributed to a promoted click.
Our goal with this update is to align reporting methodologies across our suite of advertising solutions, making it easier for you to see the effectiveness of your campaigns.
You do not need to take action
No action is needed for any existing listings currently promoted with the priority strategy or Promoted Offsite. You can see your direct and Halo sales in the Sales report, available to download on the Advertising dashboard.
Here’s how to download the Sales report
– Step 1: Navigate to your Advertising dashboard in Seller Hub.
– Step 2: Click Sales report on the right side of the Campaign performance section.
– Step 3: Choose the time period, select your report and click Generate.
– Step 4: Download your report once fully processed.
– Step 5: Review the column for sales type to understand whether a sold item is a result of a direct or halo sale.
Seller FAQs
When does this update go into effect?
The change goes into effect 6 November 2024.
The change goes into effect 6 November 2024.
How will sales be attributed to my ads?
Sales will be attributed to the campaign of the clicked promoted listing if an item is sold in the 30-days following a click on your ad. There are two ways a sale can be attributed to your ad:
- For Direct sales, where the item sold is the same as the one clicked, we measure the 30-day sales attribution window from the click closest to the sale.
- For Halo sales, a sale is attributed to your ad if the same buyer who made a click on one of your ads purchases another one of your items in the 30 days following the click. For listings promoted with the general campaign strategy, the sold item must also be in an active general campaign.
Sales will be attributed to the campaign of the clicked promoted listing if an item is sold in the 30-days following a click on your ad. There are two ways a sale can be attributed to your ad:
- For Direct sales, where the item sold is the same as the one clicked, we measure the 30-day sales attribution window from the click closest to the sale.
- For Halo sales, a sale is attributed to your ad if the same buyer who made a click on one of your ads purchases another one of your items in the 30 days following the click. For listings promoted with the general campaign strategy, the sold item must also be in an active general campaign.
What is a Direct sale when promoting my listings with a priority strategy or promoting offsite?
- A Direct sale is when a buyer purchases the promoted item they originally clicked on within 30 days.
- Previously, all sales from listings promoted with a priority strategy and offsite were Direct sales, but with the addition of Halo item sales, we now have both Direct and Halo Item sales that, in aggregate, make up the Sales metric in your dashboards and reporting.
- To view which sales are Direct vs Halo item sales, see your Sales report, accessible from your Advertising dashboard.
- A Direct sale is when a buyer purchases the promoted item they originally clicked on within 30 days.
- Previously, all sales from listings promoted with a priority strategy and offsite were Direct sales, but with the addition of Halo item sales, we now have both Direct and Halo Item sales that, in aggregate, make up the Sales metric in your dashboards and reporting.
- To view which sales are Direct vs Halo item sales, see your Sales report, accessible from your Advertising dashboard.
What is a Halo sale when promoting my listings with a priority strategy or promoting offsite?
- A Halo Item sale is the type of sale when a buyer clicks on one of your promoted ads and purchases a different promoted item from you within 30 days.
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- A Halo item refers to a purchased item from a campaign that resulted from an initial click (from the same buyer) on a different promoted item of yours.
- The ad fee for a Halo item sale will be calculated based on the ad rate in effect for the purchased item at the time of the sale.
- To view which sales are Halo item sales, see your Sales report, accessible from your Advertising dashboard.
- A Halo Item sale is the type of sale when a buyer clicks on one of your promoted ads and purchases a different promoted item from you within 30 days.
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- A Halo item refers to a purchased item from a campaign that resulted from an initial click (from the same buyer) on a different promoted item of yours.
- The ad fee for a Halo item sale will be calculated based on the ad rate in effect for the purchased item at the time of the sale.
- To view which sales are Halo item sales, see your Sales report, accessible from your Advertising dashboard.
How are sales attributed between my Promoted Listings/Promoted Offsite campaigns?
- We use a last click attribution model, meaning that the sales will be attributed to the campaign with a click closest to the time of sale.
- If a buyer clicks on a general ad and then purchases any of your promoted items within 30 days, it will be considered a promoted sale and the ad fee for the purchased item will be charged.
- You will always be charged for valid clicks on listings promoted using a priority strategy or Promoted Offsite, but you will only be charged for listings promoted using the general strategy if a buyer clicks on your general ad and then purchases any of your promoted items within 30 days of clicking.
- For priority campaigns or when promoting offsite, a sale will be attributed to and reported as a sale if the buyer clicks on one of your priority or offsite ads and then purchases that item, also known as a Direct sale. Sales can also be attributed to a priority campaign or Promoted Offsite campaign if the same buyer purchases any of your items after a click on any of your priority or offsite ads.
- In the event of multiple priority or offsite ad clicks, the sale will be attributed to the ad that was clicked closest to the sale
- It is possible to see a sale attributed and reported to multiple campaigns if you have the same items promoted in different campaigns using multiple ad types.
- Promoted Listings campaigns using the priority strategy and Promoted Offsite campaigns will incur a charge each time they are clicked, regardless of whether that item sells. No changes have been made to how priority ads or Promoted Offsite fees work.
- We use a last click attribution model, meaning that the sales will be attributed to the campaign with a click closest to the time of sale.
- If a buyer clicks on a general ad and then purchases any of your promoted items within 30 days, it will be considered a promoted sale and the ad fee for the purchased item will be charged.
- You will always be charged for valid clicks on listings promoted using a priority strategy or Promoted Offsite, but you will only be charged for listings promoted using the general strategy if a buyer clicks on your general ad and then purchases any of your promoted items within 30 days of clicking.
- For priority campaigns or when promoting offsite, a sale will be attributed to and reported as a sale if the buyer clicks on one of your priority or offsite ads and then purchases that item, also known as a Direct sale. Sales can also be attributed to a priority campaign or Promoted Offsite campaign if the same buyer purchases any of your items after a click on any of your priority or offsite ads.
- In the event of multiple priority or offsite ad clicks, the sale will be attributed to the ad that was clicked closest to the sale
- It is possible to see a sale attributed and reported to multiple campaigns if you have the same items promoted in different campaigns using multiple ad types.
- Promoted Listings campaigns using the priority strategy and Promoted Offsite campaigns will incur a charge each time they are clicked, regardless of whether that item sells. No changes have been made to how priority ads or Promoted Offsite fees work.
How will I be charged for listings that are promoted using the general campaign strategy and the priority campaign strategy/Promoted Offsite?
- The priority strategy uses a cost-per-click model, and you will always be charged for valid clicks on these ads, but you will only be charged for listings promoted using the general strategy if a buyer clicks on a general ad and then purchases any of your items promoted with a general strategy items within 30 days of a click on one of your general ads.
- For listings promoted using a general strategy, if a buyer clicks on a general ad and then purchases any of your general strategy items within 30 days, it will be considered as a potential promoted sale and an ad fee can be charged.
- If the item purchased is the same as the item featured in the general ad the buyer clicked on, this sale is attributed, and we will charge the ad fee in effect at the time of the click. This type of sale is known as a Direct sale.
- If the item purchased is different from the item featured in the general ad the buyer clicked on, this sale is attributed only if the purchased item is also promoted via general strategy at the time of sale, and we will charge the ad fee for the purchased item in effect at the time of the sale. This type of sale is known as a Halo item sale. The ad fee for a Halo item sale will be calculated based on the ad rate in effect for the purchased item at the time of the sale.
- If you have listings promoted via both the general and priority strategy or promote offsite, you will be charged for attributed sales from general clicks even if your ad received a subsequent priority or offsite ads click. Reporting will be updated accordingly to include sales for both campaign strategies.
- The priority strategy uses a cost-per-click model, and you will always be charged for valid clicks on these ads, but you will only be charged for listings promoted using the general strategy if a buyer clicks on a general ad and then purchases any of your items promoted with a general strategy items within 30 days of a click on one of your general ads.
- For listings promoted using a general strategy, if a buyer clicks on a general ad and then purchases any of your general strategy items within 30 days, it will be considered as a potential promoted sale and an ad fee can be charged.
- If the item purchased is the same as the item featured in the general ad the buyer clicked on, this sale is attributed, and we will charge the ad fee in effect at the time of the click. This type of sale is known as a Direct sale.
- If the item purchased is different from the item featured in the general ad the buyer clicked on, this sale is attributed only if the purchased item is also promoted via general strategy at the time of sale, and we will charge the ad fee for the purchased item in effect at the time of the sale. This type of sale is known as a Halo item sale. The ad fee for a Halo item sale will be calculated based on the ad rate in effect for the purchased item at the time of the sale.
- If you have listings promoted via both the general and priority strategy or promote offsite, you will be charged for attributed sales from general clicks even if your ad received a subsequent priority or offsite ads click. Reporting will be updated accordingly to include sales for both campaign strategies.
How can I see which items were sold as direct or halo sales after being promoted with the general or priority strategy or promoted offsite?
- You can review which items were sold as Direct or Halo sales by downloading the Sales report from the Advertising dashboard. This report allows you to see the type of sale (Direct or Halo) for each transaction, helping you understand the broader impact of your advertising efforts.
- You can download the sales report from the Advertising dashboard. Navigate to the campaign performance section, and click on the “Sales report” link and select the time period and ad types you’d like included in your report.
- Sales are attributed on a 30-day attribution model, meaning that a sale made within 30 days of a click on your ad will be attributed to that ad, if it was the click closest to the sale (i.e. the buyer did not click a general ad for the same item before purchasing).
- You can review which items were sold as Direct or Halo sales by downloading the Sales report from the Advertising dashboard. This report allows you to see the type of sale (Direct or Halo) for each transaction, helping you understand the broader impact of your advertising efforts.
- You can download the sales report from the Advertising dashboard. Navigate to the campaign performance section, and click on the “Sales report” link and select the time period and ad types you’d like included in your report.
- Sales are attributed on a 30-day attribution model, meaning that a sale made within 30 days of a click on your ad will be attributed to that ad, if it was the click closest to the sale (i.e. the buyer did not click a general ad for the same item before purchasing).
