Amazon Attribution: programme, eligibility and measuring Google Ads
In short: According to Amazon, Amazon Attribution is a free measurement solution that shows how channels outside Amazon, such as Google search ads, social, display, video and email, perform on Amazon. You add products, generate tags for each marketing tactic and place them in your ads. Reports use a 14-day attribution window.
Who can use Amazon Attribution
- Professional sellers enrolled in Brand Registry, vendors, KDP authors and agencies with clients who sell on Amazon.
- Available in North America (CA, MX, US) and Europe (DE, ES, FR, IT, NL, UK). Advertisers located outside these countries can also take part if they sell on Amazon in these countries.
- Access is through Amazon's advertising interface (Amazon Ads Agent) or through tool providers integrated with the Amazon Ads API. Cost: none, Amazon calls the measurement free.
How to measure Google Ads and other channels
- Register, then add the products whose purchases you want to measure.
- Create a separate Attribution tag for each marketing tactic (for example creative, messaging or audience). The tag structure decides by which tactics you can report later.
- Place the tags in search, social, display and video ads and in email. How to enter the tag technically in Google Ads is not described on the Amazon page we read; Amazon points to a course in the Amazon Ads Academy.
For Google search campaigns Amazon names three reports: a performance report for campaigns not created with Bulk Operations, a keyword and creative report for campaigns created with Bulk Operations, and a product report across promoted products and brand halo products (other products of the same brand).
Which metrics are available
| Group | Metrics according to Amazon |
|---|---|
| Engagement | Clicks, detailed page views (DPV), DPV rate |
| Amazon conversions | Add-to-cart (ATC), ATC rate, purchases, purchase rate, units sold, product sales, new to brand |
According to Amazon the reports use a 14-day attribution window and are available as downloads and in the Attribution console. You invite further users, such as agencies, in the console under "Manage" and "User management". From the costs you see in Google Ads and the sales reported by Attribution you can work out ROAS and ACOS yourself, see our calculator.
Frequently asked questions
Does Amazon Attribution cost anything?
No, Amazon describes Amazon Attribution as a free measurement solution. Your ad costs in Google Ads or other channels still arise there.
Which channels can be measured?
Amazon names search, social, display, video and email channels as well as affiliate and influencer campaigns, explicitly not exhaustive.
How long is the attribution window?
14 days according to Amazon.