eBay made some major changes to Promoted Listings ad attribution on March 30th that have left some sellers scratching their heads about how to determine which ad fees come from direct sales vs what eBay is now calling "halo" sales.
We will be expanding what we qualify and report as an Attributed Sale for Promoted Listings Standard to include when a buyer clicks on one of your Standard ads and then purchases any of your Promoted Listings Standard items within 30 days.
What is a Halo Item sale for Promoted Listings Standard?
A Halo Item sale is the type of sale when a buyer clicks on one of your Standard ads and purchases a different Promoted Listings Standard item from you within 30 days.
A Halo Item refers to a purchased item from a Promoted Listings Standard campaign that resulted from an initial click (from the same buyer) on a different Promoted Listings Standard 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.
What is a Direct sale for Promoted Listings Standard?
A Direct sale is when a buyer purchases the same item that was featured in the Standard ad they originally clicked on within 30 days.
Previously, all sales from Promoted Listings Standard 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.
So where can you find the reports showing Direct vs Halo sales? It's in a new Sales report page that can be found on the Advertising Dashboard or at:
This new report page has a column that shows whether sales are attributed to Direct or Halo ads.
And you can also download the information in CSV file format.
Now that you know where to find the data - I'd love to know if sellers are seeing significant changes to their Promoted Listings with this new attribution model.
Are you getting more sales due to the "halo" effect or are you still mostly seeing direct sales? Let us know in the comments below!