The sales attribution model in AMS is determining how credit for sales and conversions is assigned to the ads. It is a Click-based model, meaning that a sale will be attributed to a campaign only if the customer clicked on it before the purchase was made.
To understand the sales attribution model in AMS better, let’s look at the following 2 examples:
- A user clicks on one of your ads> purchases one of your products > sale* is attributed to your campaign.
- A user clicks on one of your ads> doesn’t buy a product during his session> in an interval of 2 weeks he/she returns to Amazon and buys one of your products> sale is attributed to the last campaign that the user clicked on.
*Read also Halo sales in AMS, to understand what sales are being tracked in your AMS campaigns.
Impression and click data may take up to 24 hours to appear. Detail page views and sales data may take up to 3 days to appear – this might have an effect on the metrics that you are seeing based on the dates selected.
Key points about the sales attribution model in AMS
Depending on the type of campaigns that you are using, the sales attribution model is slightly different:
- For all 3 types of AMS campaigns
AMS sales are halo sales.
Sales attributed take into consideration product variations (i.e. colours, sizes, etc.).
The sales are attributed in a 14 days window since the click took place: post-click attribution.
The sale is attributed only to the last campaign that the user clicked on: last touch modal.
A sale is only attributed once to a campaign. This also includes AMG campaigns: if a user clicks on both your AMS and on your AMG campaign, and ends up making a purchase, only the last campaign that the user clicked on will be credited for the sale.
- Headline Search Ads and Product Display Ads:
Campaigns are credited sales for products under the brand code, and allows the extension of the attribution across GLs (e.g. Computers and Accessories and Camera and Photo, etc.): Global Brand Halo Sales.
- Sponsored Products post click 14 days:
Campaigns are credited sales for products belonging to all brand’s products within the same GL (i.e. PC Hardware) – purchases outside that specific GL, are not counted towards the attributed sales: Category Brand Halo Sales.