Which of the following best describes brand halo?
- Brand halo expands conversion attribution to all ASINs that have the same brand name(s) as the ASINs associated to the purchases
- Brand halo only assesses conversion attribution of ASINs promoted in a campaign
- Brand halo helps you understand which audiences are most likely to engage with your brand
Explanation:
The selected answer **Brand halo expands conversion attribution to all ASINs that have the same brand name(s) as the ASINs associated to the purchases** is correct because brand halo refers to the indirect effect of an ad campaign on the sales of products that share the same brand but were not directly promoted in the campaign. When a customer makes a purchase of an ASIN (Amazon Standard Identification Number) promoted in a campaign, brand halo allows for the conversion attribution to extend to other ASINs that belong to the same brand, even if they were not explicitly featured in the ad. This broader attribution helps measure the overall impact of brand awareness generated by the campaign, including sales of other products within the same brand that may have been influenced by the campaign, thus providing a more comprehensive view of the campaign’s effectiveness.