Can I tell organic traffic from ad clicks on Amazon?
Common seller question · Read on agentxray.ai: the organic vs ad traffic article
Answer · AgentXray team
No, you cannot reliably determine organic traffic from ad clicks on Amazon by simply subtracting ad clicks from sessions. This method can produce negative results, indicating that ad clicks can outnumber sessions, which means they are not measuring the same events. Instead, it is recommended to use the ratio of ad clicks divided by sessions, as both metrics are directly recorded and provide a more stable measure. This ratio does not go below zero and maintains its interpretability across different days.
For more information, you can read about the issues with measuring organic traffic in the article on Amazon Organic Traffic vs Ad Clicks.