View Attribution Updates for Amazon Store ads

What launched?

With the launch of the shopping-signal enhanced last-touch attribution model, conversion metrics such as Purchases, Sales, and return-on-ad-spend (ROAS) using the new methodology will become standard reporting. Customers will also continue to be able to see conversion metrics that include all ad views for eligible campaigns within a 14-day window through Unified Reporting interfaces and APIs as 'all views' metrics (e.g., Purchases (all views)).

Purchases (all views) metrics in the Reporting (Beta)

Why is it important?

With this update, you may see a change in conversion metrics for the following:

• Sponsored Brands, Sponsored Display campaigns billed on a viewable impression (vCPM) basis, including branded keyword campaigns
• Amazon DSP campaigns that serve ads in the Store

Conversion reporting for all other campaign types and inventory types remains unchanged. Click-based attribution remains unchanged.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Poland, Turkey, Netherlands, Sweden, Ireland.
• Middle East: United Arab Emirates, Saudi Arabia, Egypt
• Asia Pacific: Australia, India, Japan, Singapore.
• Africa: South Africa

Who can use it?

Advertisers who use reports, reporting APIs, and/or console views.

Where do I access it?

This attribution change will be reflected across all reports, reporting APIs, and console views. Customers will continue to have access to conversion metrics that include all ad views for eligible campaigns within a 14-day window as “all views” metrics (for example, Purchases (all views)). These metrics are available in the Amazon Ads unified reporting experience, including the new Amazon Ads API and the report builder, accessible through the Reporting (beta) tab in the Amazon Ads console.

API specific:

The Amazon Ads API field names for Purchases (all views) metrics are available at here.