Attribution methodology

Amazon Attribution utilizes a 14-day, last-touch attribution model. 14-day means that for a click to get a credit for a conversion, the conversion needs to happen within 14 days of the click. Last touch means that the conversion credit goes to the most recent click.

For example, a customer clicks a video ad on May 1, display ad on May 12, and search ad on May 13. Finally, the customer makes a purchase on May 17. The May 1 video click wouldn't be considered to receive credit since it's outside of the 14-day window. Since we use a last-touch model, the credit goes to search ad on May 13 for the purchase on May 17.

In-app measurement:

Mobile apps control how a link opens for customers. Some apps open links in the app’s own browser. In this case, Amazon Attribution will measure ad-attributed shopping activity that takes place in this in-app browser session, but only for customers who logged in or were redirected to the Amazon app during the initial session. This limitation may result in reporting that shows lower-than-expected conversion rates.

When measuring using in-app links, especially on social publishers, we recommend supplementing our links with a mobile deep-linking service that will prompt customers to open the Amazon app. If this isn't in scope, we recommend setting expectations accordingly and evaluating performance using mid-funnel metrics, such as detail page views or add-to-carts.