AMC playbook: Off-Amazon conversions
In short: The playbook shows how to evaluate conversions outside Amazon in AMC, such as website visits, appointment bookings or store visits. Data sources are first-party upload, Conversion API, Amazon Ad Tags or third-party datasets like Experian. Four swim lanes range from segment discovery to analysis of your own user segments.
What it is about
Off-Amazon conversions can be sales, website visits, appointment bookings, store visits or newsletter sign-ups. Once they are in AMC, campaigns can be measured along many KPIs; Amazon names multi-touch attribution and CLTV as follow-up use cases. The playbook adapts several AMC instructional queries built for on-Amazon conversions to off-Amazon data. Event and non-event data are supported.
Which questions the playbook answers
- Lane 1, DSP segment finder: what are the demographics and shopping habits of my off-Amazon customers, which DSP audiences fit?
- Lane 2, measure and optimise existing campaigns: how do they perform, how can they improve?
- Lane 3, create audiences: how do I activate my off-Amazon data?
- Lane 4, analyse segments: what can be done with categorical data, which product categories and user segments perform?
Flow
- Bring off-Amazon data into AMC (fact and dimension data, schema assumptions in the playbook).
- Pick the matching lane and adapt the SQL examples to your own data.
- Evaluate the results, for example conversion rate by campaign and device type, and derive actions.
Prerequisites according to Amazon
- AMC concepts, AMC SQL and knowledge of AMC data upload including user resolution.
- The SQL examples are starting points and must be tailored to the off-Amazon data you have.
Our take
For brands in the DACH region applicability hinges on consent: uploading your own user data is a data-protection question before it is a SQL question. How AMC handles consent is in the guide on AMC on AWS Clean Rooms.
Amazon documents the playbooks in technical English with SQL and Python. This page summarises what the playbook does; the queries and scripts are in the original.