October 15, 2024
Understand the top combinations of ad touchpoints that drive conversions
Announced at unBoxed 2024
What launched?
Conversion path reporting shows the ad touchpoints on a customer's 30-day path to conversion, starting with purchases. It will be accessible in Sponsored Ads and Amazon DSP, allowing advertisers to view the most frequent and efficient customer paths involving multiple ad programs. The reporting provides the actual ad events without interpretation, covering Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP. This gives advertisers better visibility into which ad formats drive their customers down the marketing funnel.
Advertisers can view their top 5 paths in Ad Console across Sponsored Ads and Amazon DSP
Why is it important?
For Streaming TV and upper-funnel buyers, conversion path reporting provides the cross-channel path to conversion insights required to balance investments across brand building and performance marketing objectives. For agencies managing Amazon Ads programs, conversion path reporting empowers them to demonstrate the true impact of their employed media mixes to their clients. Importantly, the insights provided by conversion path reporting are fast and always-on, empowering all advertisers to quickly identify optimization opportunities and make near real-time adjustments to their Amazon Ads tactics.
Where do I access it?
- Advertising console
- Insights Card
Who can use it?
- Vendors
- Sellers
- Managed
Where is it available?
- US