Many brand owners overlook native advertising because they don’t see instant conversions. But native ads do something more subtle and even more powerful behind the scenes: they build awareness, increase branded search traffic, and improve the performance of your other ad channels.
Significantly.
Brands running Native ads, maybe on Taboola or Outbrain, or even MediaGo, Jeeng/PowerInbox or RevContent will very often see a lift in Google search volume, Facebook conversions, or Amazon sales (if they’re ecom companies) – this is why we love native so much. It’s not 2-dimensional. It’s multivariate and fueled by potential.
In this article, we’ll break down how native advertising fuels down-funnel conversions, even when attribution tools don’t show a direct link.
Key Takeaways
- Native advertising increases branded search volume, leading to more direct and PPC-driven conversions.
- Google Display and Facebook ads perform better when users are already familiar with your brand.
- Amazon sales grow because consumers trust the platform more than an unknown website.
- Tracking native’s impact requires brand analytics, search volume trends, and PPC performance monitoring.
- Successful brands use native as an awareness tool that powers their most profitable conversion channels.
1. What Is Native Advertising & Why It’s Hard to Track
Native advertising looks like regular content on platforms like Taboola, Outbrain, and RevContent. Unlike banner ads, native ads blend into the surrounding content, making them less intrusive and more engaging.
But here’s the challenge: conversions don’t always happen on the first click from a native ad. Instead, users see the ad, engage with the content, and later search for the brand directly or convert through another ad platform.
If you only track last-click attribution, native ads might look like they don’t work. In reality, they are warming up your audience and feeding other channels that drive sales.
2. How Native Ads Boost Branded Search Traffic
Branded search is one of the strongest indicators that native ads are working. When consumers engage with your native ad, they may not buy right away. Instead, they search for your brand on Google.
More branded searches lead to:
- Lower cost-per-click (CPC) on Google Ads
- Higher organic rankings for your brand
- Increased conversion rates from paid traffic
3. Why Native Improves Google Display, Facebook & Retargeting
Once someone engages with a native ad, they become more likely to convert when they see your brand again.
- Google Display & Performance Max: Native ad visitors who later see a Google Display ad are already warmed up, leading to better engagement.
- Facebook & Instagram Ads: A customer who reads a native ad is more likely to click a Facebook ad later due to a feeling that they already “know” the brand, leading to higher ROAS.
- Retargeting Strength: We all know that retargeting Facebook ads perform well to recover sales. But most people don’t retarget across platforms. Pair multiple systems together and you’ll see a dramatic increase in CVR.
4. The Amazon Effect: How Native Ads Drive eCommerce Growth
Many users see a product on a native ad but don’t feel comfortable buying from an unknown website. They like the product, but don’t know if they can trust the seller… human instinct in 2025 leads them to the most trusted marketplace in the world.
They go to Amazon to search for the product.
Why this matters:
- Ecom brands can leverage the built in trust that Amazon already has.
- Native ads efforts can be attributed to an increase in branded searches on Amazon.
- Running Amazon PPC ads on branded keywords captures this demand.
Amazon is a conversion driven engine. If a customer wants a product, but would prefer to buy from Amazon, and the increased traffic converts at a higher rate, then organic sales from natural Amazon traffic will increase too.
The benefits of Native don’t just sit in the first conversion… but what that conversion means for your brand as a whole.
5. How to Track Native Advertising’s Down-Funnel Impact
Since native ads don’t always show direct conversions, you need to track their influence through:
- Branded Search Volume: Use Google Trends and Google Search Console to monitor increases in brand-related searches.
- Google Analytics Assisted Conversions: Measure how many conversions came from users who engaged with native ads first.
- Amazon Brand Analytics: Watch for spikes in searches for your product name.
- UTM Tracking: Tag native traffic properly and analyze delayed conversions inside your CRM.
6. Best Practices for Maximizing Native Advertising’s Impact
To get the most from native advertising, follow these steps:
- Track brand search growth through Google Trends and PPC data.
- Bid on branded search terms in Google and Amazon ads.
- Retarget native visitors with high-performing Facebook and Google Display ads.
- Test native ad angles to find the best messaging for warming up your audience.
- Measure performance holistically, not just first-click (or even first sale) attribution.
Conclusion
Native advertising is one of the most powerful tools for building brand awareness and fueling down-funnel conversions. While it may not always show direct attribution, its impact is clear through branded search growth, improved ad performance, and increased sales on trusted platforms like Amazon.
If you’re only tracking last-click conversions, you’re missing the bigger picture. By understanding how native advertising works across the entire funnel, you can scale your brand more effectively and get the most from your ad spend.
Want to see native advertising work for your brand? Complete our contact form today and speak to our specialist team about starting your first, or next, Native ads campaign.
