Measuring off-Amazon conversions: four routes and what lands in AMC
In short: Amazon names four routes for conversions outside Amazon: Amazon Ad Tag, Attribution tags, Conversions API and AMC. Data from the Ad Tag or Conversions API shows up in AMC only once you create a conversion definition and associate it with a campaign. Attribution tags for external links deliver their data through the Attribution API.
The four routes compared
| Route | What for | Data available through |
|---|---|---|
| Amazon Ad Tag (AAT) | Client-side script on your website that sends events (for example on the thank-you page) to the Amazon Ads Event Manager | per the docs through Event Manager; visibility in AMC needs a conversion definition and campaign association |
| Amazon Attribution tags | Tagged links in external channels (social, email) to attribute purchases on Amazon to these channels | Attribution reporting API |
| Conversions API (CAPI v1, being replaced by the Events API) | Server-side: upload conversions from your own shop and attribute them to Amazon ads | Reporting API and AMC |
| AMC | Analysis, not collection: upload your own data and join it with Amazon data | AMC queries |
What reaches AMC
- Conversions on Amazon appear in the AMC tables automatically.
- For CAPI v1 two steps are needed: create a conversion definition and link it to a campaign. Merely uploading data through the Conversions API or AAT does not make it visible in AMC.
- A conversion counts as ad-attributed if a traffic event was served to the user within the 28 days before.
- You can also bring your own off-Amazon data into AMC through advertiser data upload or AWS Clean Rooms.
A common misunderstanding
Traffic from Google, Meta or TikTok ads does not become visible in AMC just because you install the Ad Tag. The Ad Tag records events on your website. To attribute purchases on Amazon to external channels Amazon provides Attribution tags, whose data runs through the Attribution API. Our assessment: anyone who wants to evaluate both merges the sources outside AMC.