Conversion types

We attribute conversions to the most relevant ad campaign traffic to try and provide a clear signal on the effectiveness of your ad campaigns.

Attributed conversions are reported on the date of the customer’s ad interaction, which may not be the same day as the conversion.

• Sales: Orders, units, and sales metrics measure product sales from the Amazon store that were attributed to your campaign. An order can include multiple sold Units of product. Sales is the total value of attributed orders and is used to calculate return on ad spend (ROAS). Keep in mind that attributed sales amounts won’t necessarily match your retail amounts.
• New-to-brand sales: New-to-brand orders, units, and sales are a subset of attributed sales. New-to-brand sales are purchases made by customers in the Amazon store who hadn’t purchased from the brand in the previous 365 days. New-to-brand metrics aren’t available for all campaign types.
• Detail page views: Detail page views (DPVs) are customer visits to product detail pages on Amazon. DPVs are a signal of customer consideration. DPV metrics aren’t available for all campaign types.

How we determine attribution

Sales and other conversion types are attributed to campaigns on the basis of product relevance and proximity to the customer’s ad exposure. Each campaign type has its own definitions for product relevance, eligible ad interactions, and lookback window.

• Lookback window: Maximum number of days that a conversion is considered relevant to an ad click or view. For example, a 14-day lookback means that a purchase on October 17 can be attributed to ad interactions between October 3 and October 17. An ad interaction on October 2 would be ineligible for attribution.
• Product relevance: Products are eligible for attribution if they’re advertised in the campaign. Sponsored Products for sellers will also attribute other purchases from your catalog. Sponsored Products for vendors, Sponsored Brands, and Sponsored Display will attribute purchases of any product from the same brands as your advertised products, also known as the campaign’s "brand halo."
• Ad interaction type: Some campaign types will only attribute to customer ad clicks. Others will attribute to clicks and views, depending on the selected cost type.

Attribution for advertising campaigns

Different types of campaigns have different factors that determine the attribution for your ad campaign.

To learn more how your Amazon Ads campaigns compete with one another for attribution, review the How campaigns compete for attribution section on this page.

Sponsored Products

Sponsored Brands

Sponsored Display

Sponsored TV

Attribution for Stores

For Stores, the sales metric consists of the product sales generated by Store visitors within 14 days of their last visit.

There are 2 types of attributed sales and units that we use in our calculations:

• Direct sales or units: Total sales or units purchased of products available on a Store page, where the Store page was viewed by the purchasing customer.
• Halo sales or units: Total sales or units purchased of products available on Amazon from your brand, where the product purchased wasn't available on the Store page viewed by the purchasing customer.

We attribute the sales mentioned above to Stores traffic sources and pages as follows:

• Sources: We attribute sales to the last source that shoppers visit before their purchase.
• Pages: We attribute all direct sales to the page viewed, which contained the purchased product. We attribute halo sales to the last page shoppers viewed in visit before their purchase.

If an attributed order contained multiple products that appear on separate pages, the order will be attributed only to the last page viewed and the traffic source of that page view.

How campaigns compete for attribution

All eligible Amazon Ad products that you use to advertise your brand (Amazon DSP, Sponsored Display, Sponsored Brands, and Sponsored Products for vendors) compete for attribution. Ads are eligible for attribution if the customer clicked or viewed them within 14 days before the conversion. If the customer interacted with multiple ads, attribution considers each ad’s relevance to the product, then uses a last-touch model that prioritizes the last click over the last view. Clicks are prioritized over views because they’re a stronger engagement signal.

Amazon uses this ranking to determine which ad to credit with attribution:

1. Promoted ASIN ad clicks
2. Highly relevant** brand halo ad clicks
3. Promoted ASIN ad views
4. Highly relevant** brand halo ad views
5. Brand halo ad clicks
6. Brand halo ad views

**Products within the same brand and subcategory as a promoted ASIN.

• Category = Electronics
• Subcategory = Headphones, Home Audio, Video Game Consoles & Accessories, etc.

Amazon will attribute a conversion to no more than 1 ad interaction across all campaigns and all advertisers. A sale won’t, for example, be attributed to 2 campaigns in both a promoted and brand halo context, or as both a view-through and click-through conversion. It’s attributed once to the most relevant ad interaction.

Attribution mismatch

The following factors can drive discrepancies in expected revenue when comparing attributed sales to retail data:

• In campaign reports, sales are reported on the date of the customer’s ad interaction, which may be different from the date of the sale.
• It can take up to 12 hours for your sales data to update. As a result, sales data may be delayed in the Today date range. We recommend waiting until all sales data is populated before evaluating campaign performance.
• Attributed sales don’t reflect any discounts applied in the cart.
• Attributed sales don’t include tax. Inclusive tax such as VAT is subtracted from sales totals.
• Depending on the campaign type, attributed sales may include items sold by you, Amazon, or another seller. They can also be items sold in Used condition at a different price.
• Depending on the campaign type, attributed sales may include products that weren’t promoted in the campaign but that are from the same brands as products that were promoted. This is also known as the campaign’s “Brand Halo.”
• Attributed sales will be deducted from attribution reports if they’re canceled, returned, or declined within 72 hours of order creation. This update may take up to 7 days after the cancellation.