fails to deliver revenue
Paid social underperforms when it is managed to the wrong objective or deployed without a conversion architecture.
Optimizing for platform engagement, not purchase
Campaigns optimized for video views, link clicks, or page engagement look active but do not attribute to revenue. Platform algorithms optimize for the objective they are given. Giving them the wrong objective produces the wrong result efficiently.
Cold and warm audiences receiving the same creative
A buyer who has never heard of the brand and a buyer who added to cart last week require completely different creative and messaging. The same creative served to both wastes spend on the cold audience and fails to close the warm one.
Paid social disconnected from the Amazon funnel
For Amazon-primary brands, paid social that drives traffic to a brand website rather than to the Amazon listing often shows weaker conversion than the Amazon PDP offers. The integration between social traffic and Amazon attribution requires a specific approach — one that most paid social agencies do not have.
built for revenue attribution.
Each component serves a specific audience and funnel stage. Together they produce a paid social system that attributes to actual revenue.
Cold Audience Acquisition
Top-of-funnel campaigns targeting interest, behavior, and lookalike audiences with creative designed for cold introduction. Objective is click and landing page view — not purchase at this stage. Budget allocated based on cost-per-new-visitor relative to downstream conversion rate.
Retargeting Campaigns
Campaigns targeting visitors who engaged with the brand but did not convert. Messaging acknowledges the prior interaction. Creative is more specific about the product benefit and purchase reason than the cold creative. Budget allocation driven by audience size and retargeting window.
Amazon Attribution Integration
For Amazon-primary brands, paid social campaigns are connected to Amazon Attribution links. Traffic driven to Amazon from social is tracked and attributed in the advertising performance model. This closes the loop between social spend and Amazon revenue.
Creative Testing Framework
Multiple creative variants tested in each campaign. Winners identified on a defined testing cadence. Losing creative retired. Creative backlog maintained to prevent fatigue. The testing framework is the operational system — not a one-time A/B test.
Spend second.
We do not spend on paid social until the attribution framework is in place. Spend without attribution is decoration.
Attribution & Funnel Setup
Amazon Attribution links configured. Pixel installed and event tracking verified. Audience segments defined from existing customer data. Conversion windows set to match the product category's typical purchase decision timeline.
Campaign Architecture
Cold acquisition and retargeting campaigns built with separate budgets, creative sets, and objectives. Audience exclusions applied so cold and warm audiences do not overlap. Creative brief written for each audience segment.
Ongoing Management
Weekly performance review against TACoS target. Budget reallocation between cold and warm based on funnel efficiency. Creative rotation on defined fatigue schedule. ARIA integrates social advertising data with Amazon and Shopify performance for a blended TACoS view.
to revenue, not just reach.
Every deliverable is tied to a measurable attribution outcome.
Amazon Attribution setup and pixel configuration with event tracking verification.
Cold, warm, and exclusion audience segments defined and built.
Cold acquisition and retargeting campaigns with separate budgets and creative sets.
Ongoing creative variant testing with defined fatigue schedule.
Social advertising performance integrated with Amazon TACoS in the ARIA reporting suite.
Social advertising data flows into ARIA's blended TACoS optimization model.
Marketing & Growth includes additional services that compound on this one.
Attribute every dollar
before you spend it
We work through referrals. If you have been referred, send us a message and we will show you the attribution gaps in your current paid social setup.