Uncover ad value across the funnel with multi-touch attribution (beta)

Multi-touch attribution gives you an additional way to look at how your ads influence shoppers. Amazon Ads’ traditional, standard attribution is “last touch”: It credits a conversion to one ad click or view, usually the last ad encountered on the path to purchase. Multi-touch lets multiple ads share the credit for a purchase. Multi-touch allocation considers multiple features of the ad and uses insights from experiments, machine learning, and historical shopping signals to gauge the influence of every ad engagement on conversion outcomes. When shoppers interact with more than one of your ads before buying, multi-touch attribution divides the credit among those ads and gives more credit to the ads that were more likely to have influenced the decision.

Multi-touch purchase metrics identify the campaigns, creatives, placements, targeting methods, and keywords most likely to help drive Amazon purchases, helping you pinpoint the ad strategies that delivered the highest value and adjust your ad budget to help you drive more sales. Multi-touch attribution can differ from last-touch attribution at all reporting grains and is reflected in counterpart purchase metrics available in the same reports. This includes metrics for purchases/orders, units sold, and Sales, as well as rate metrics based on purchases—for example, effective cost per purchase (eCPP), return on ad spend (ROAS), and advertising cost of sales (ACoS). Breakouts by promoted and brand halo, same and other SKU, and click and view are supported in reports that include these metrics today. Metrics with the “multi-touch” designation will display to the right of the standard last-touch version of the metric.

Multi-touch metrics are available alongside familiar last-touch metrics in Ad console, Amazon DSP campaign manager, sponsored ads downloadable reports (Campaign, Targeting, Keyword, Placement, Search term, Advertised product, and Purchased product), Amazon DSP downloadable custom reports (Campaign, Inventory, Geography, Technology, Product) for all US advertisers using Amazon DSP, Sponsored Display, Sponsored Brands, or Sponsored TV.

Multi-touch metrics can also be accessed in most report types for version 3 of the Amazon Ads API, as well as Amazon Marketing Stream conversion datasets for Amazon DSP, Sponsored Products, Sponsored Brands, and Sponsored Display. For full technical details and metrics availability, learn more about our API and Amazon Marketing Stream solutions.