Time to conversion in AMC: how fast people buy after the ad

The buckets

Amazon's flight time analysis in the playbook for promotional events splits purchases by the time since first reach:

• first reached 1 day ago
• first reached 2 to 7 days ago
• first reached 1 to 2 weeks ago (7 to 14 days)
• first reached 2 to 3 weeks ago (14 to 21 days)
• first reached 3 to 4 weeks ago (21 to 28 days)
• first reached more than 28 days ago (5+ weeks)

In Amazon's example more than 50 percent of purchases came from contacts less than a week old. That is one advertiser's example, not a benchmark for your category.

What you derive from it

• Retargeting window: if the curve drops sharply after a few days, a long retargeting window is mostly wasted reach. That is our assessment, not an Amazon statement.
• Seed audiences: in the playbook the time to purchase decides who goes into the seed group for lookalikes (fast buyers).
• Lead-in of promotions: the time since the first ad decides how early before an event targeting should start.

The table logic: 14 days and 30 days

• amazon_attributed_events_by_conversion_time: all conversions lie in the query period; the ad contacts they are attributed to can lie up to 14 days before the period. Amazon recommends this table because Amazon DSP reports from the perspective of the conversion event.
• amazon_attributed_events_by_traffic_time: all ad contacts lie in the query period; the conversions can lie up to 30 days after it. The conversion time range is automatically extended by 30 days beyond the end of the reporting window, so the output of a workflow can change over time.
• Neither window is the attribution window: that is set by the campaign and cannot be changed in AMC.

Frequently asked questions