Launch announcement

To offer a more complete view of campaign results, Amazon DSP now uses modeling to account for off-Amazon conversions attributable to US advertiser campaigns that are not directly measured. Modeled conversions help measure the full value of campaigns, inclusive of anonymous supply, or in cases where the link between an ad interaction and a conversion event is not available. Directly measured conversions and modeled conversions are reported together as a combined result in campaign reporting.

Amazon DSP models conversions so that advertisers can continue to measure the full impact of their advertising spend across recognized and anonymous supply, allowing them to effectively manage their goal KPI performance. Modeled conversions are important to maintain a holistic view of performance and will become more important as Amazon DSP expands options to deliver impressions on anonymous inventory via launches of Ad Relevance tactics.

• Managed-service and self-service advertisers using Amazon DSP tracking off-Amazon conversions will see modeled attribution in the Amazon DSP campaign manager, reporting center, and the Amazon Ads API.

• Amazon DSP

• All API endpoints with off-Amazon conversion reporting will include modeled conversions as it will be reported together with directly measured conversions in the same metric. For full technical details, please read the Amazon DSP guide on using the API for reporting.