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.
Read also:
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Great article(s). Wondering if you have any insights into 3P sales – they are captured within AMS sales as well, correct?
Ex. I create a Sponsored product ad and have 10 affiliates who also fulfill for my business. Their sales will be attributed within the total sales of my AMS sales OR is it only brand sales that I’m seeing?
Let me know if you have any insights here.
Hi Miriam,
They shouldn’t be captured in AMS. Only brand sales should be reported on. So if you are losing the buy box on an ASIN and a 3p seller gets to sell it instead of you, then it shouldn’t appear in the reports.
I keep saying “shouldn’t” instead of “aren’t”, as there are a couple of things with AMS that aren’t working as Amazon is saying they are. For example, if you are running a Sponsored Products campaign and you are losing the BB on an/some ASINs, those ones should be automatically paused from being promoted with your campaign – it’s not always working.
Let me know if you have any other questions.
Best,
Dominic
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Where did you get the 14 conversion attribution number from (The sales are attributed in a 14 days window since the click took place: post-click attribution.), looking for personal reference only for my business. Thank you
Hey Phillip. Directly from the Amazon Advertising console and from multiple contacts from Amazon.
I got it confirmed multiple times in different countries, so you should be safe using this article as a reference.
Great read! Thank you for finally clarifying this!
Glad you enjoyed it, Trevor!
Do you by any chance know what date the sale is attributed to? Is it the click date or the actual sale date?
Great question, Daniel.
Yes, sure. Sponsored Products ads at the date of the click, while Sponsored Brands and Product display at the date of the sale.
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