Understand Path to Conversion in Amazon Advertising

Let’s first understand the Amazon ads attribution basics:

The last ad click or view gets credited with the order

Ad clicks take precedence over views

Sellers have a 7-day lookback for SP, and 14 days for SB, SD, and DSP. 

Vendors get 14 days attribution across all ad types.

Attribution goes to the advertised product, but could also apply to any other product purchased within the brand.

Orders are attributed at various levels: Ad, Target, Ad Group, Placement, and Campaign.

Only one campaign, across all ad types (including DSP), is credited per order.

With these fundamentals in mind, let’s look at the core ad types that shape a customer’s path to conversion:

1️⃣ Sponsored Product (SP)  

2️⃣ Sponsored Brand (SB)  

3️⃣ Sponsored Display (SD)  

4️⃣ Amazon DSP  

Each type plays a role in your customer’s journey, often in unique and unexpected sequences. For example, a path could begin with an SP ad, followed by an SB ad, and later be influenced by SD or DSP. These combinations influence buyer behavior, consciously or subconsciously, nudging them toward a purchase.

So why does this matter? Because by examining the path to conversion, you can identify the combinations of ads that yield the highest ROAS, Conversion Rate (CR%), or CTR, whichever KPI you value most.

Amazon Marketing Cloud (AMC) unlocks these insights, showing how specific paths, whether involving all four ad types or just two, impact your performance metrics. You may find that adding SB or SD to your mix boosts your ROAS, or that certain paths without DSP lead to lower conversion rates.

The takeaway? Every touchpoint matters. Understanding your path to conversion helps you finetune your campaigns with granular optimizations, ultimately boosting your advertising ROI.

Stay curious, and embrace the data. Let AMC guide your next optimization strategy.

Stay tuned here for more AMC & DSP strategies - - https://lnkd.in/d3SYuuyN