Brand+ and Performance+: 5 best practices for off-Amazon conversion event setup

Many advertisers use Amazon Ads to reach audiences—but sell their products or services outside of Amazon. If you don't sell directly on Amazon, your Brand+ and Performance+ campaigns need a different kind of fuel. Performance+ relies on conversion signals from your site, app, or offline channels to optimize effectively. Without these signals, the models have limited visibility into what's working—and your campaigns can't reach their full potential.

Brand+ and Performance+ are Amazon Ads' AI-powered campaign solutions that use conversion signals to optimize targeting, improve match rates, and reduce costs. The more complete and timely the signal, the more precise the optimization. By setting up your conversion events correctly, you give these models the path-to-conversion data they need to find and reach the audiences most likely to take action.

Here are five best practices to help you get the most out of your off-Amazon conversion event setup.

The more signal types you provide, the richer the picture your optimization model receives. Combine signals from real-time web events, offline sales, app activity, and more into a unified data stream. This gives Brand+ and Performance+ a complete picture of how customers interact with your brand across channels—not just one slice of the journey.

To avoid counting the same conversion more than once, pass a custom ID, UUID, or reuse an existing ID via the client deduplication ID (clientdedupeID) field. This ensures the system attributes each action accurately and prevents inflated results.

Optimization models work best when they can see the full customer journey—not just the final action. Partial signals limit accuracy and reduce the model's ability to find the right audiences at the right time.

Provide both upper-funnel signals (page views, searches, sign-up starts) and lower-funnel signals (purchases, completed sign-ups, qualified leads). Then, designate the event you care about most as your optimization goal. This gives the model the context it needs to connect early engagement to eventual conversion.

Hashed identifiers help Brand+ and Performance+ match conversions to the right audiences across devices and channels—improving both reach and precision.

Share hashed identity data (email, name, address, phone, mobile IDs) through Ads Data Manager. The more identifiers you pass, the stronger your match rates and cross-device targeting accuracy become. This is especially valuable for reaching customers who engage on one device and convert on another.

Passing event attributes—especially purchase value—gives the models richer context about what's driving conversions. This enables product-level optimization and helps distinguish which products or actions are most valuable to your business.

Include purchase value and product details (color, size, category) with your lower-funnel events. This data is also required to enable Off-Amazon ROAS calculation (launching in beta, Q3 2026), giving you clearer visibility into return on your Amazon Ads investment for off-site conversions.

The sooner conversion events reach Amazon, the faster Brand+ and Performance+ can adjust targeting and bidding to find the audiences most likely to convert—reducing wasted spend and improving results.

Upload conversions through Ads Data Manager in real time or in daily batches—ideally within one day of the action. Delays in sending events significantly reduce their impact on campaign performance and increase your cost per acquisition (CPA). Real-time ingestion is ideal, but daily uploads still deliver meaningful improvement over batch uploads sent less frequently.

Setting up high-quality off-Amazon conversion events is one of the highest-leverage actions you can take to improve Brand+ and Performance+ campaign performance. Every signal you send sharpens targeting, strengthens match rates, and drives down CPA.

Start by auditing your current conversion event setup against these five practices—then work with your Amazon Ads account team to close any gaps.