Modeled conversions now reported for Amazon DSP campaigns
To offer a more complete view of campaign results, Amazon DSP now uses modeling to account for conversions attributable to your campaign, but that are not directly measured. Modeled conversions help measure the full value of your campaign, inclusive of non-addressable audiences, or in cases where the link between an ad interaction and a conversion event are 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 addressable and non-addressable audiences, allowing them to maintain effective bids and budgets.