Amazon Advertising Event Tracking | Blue Frog Docs

Amazon Advertising Event Tracking

Complete guide to Amazon Ads conversion tracking and attribution

Amazon Advertising Event Tracking

Overview

Amazon Advertising uses the Amazon Attribution pixel and Amazon Marketing Cloud (AMC) for conversion tracking across Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP campaigns. With unique access to Amazon's first-party shopping data, Amazon Ads provides robust conversion measurement for both on-Amazon and off-Amazon activities.

Standard Events

Amazon Advertising tracks conversions through multiple mechanisms depending on campaign type:

On-Amazon Conversions (Automatic)

For Sponsored Products, Sponsored Brands, and Sponsored Display:

  • Product Sales - Direct purchases from ads (automatic tracking)
  • Detail Page Views - Product page visits
  • Add to Cart - Product additions to shopping cart
  • Brand Searches - Brand search activity
  • New-to-Brand Purchases - First-time brand purchasers
  • Subscribe & Save - Subscription conversions

Note: On-Amazon conversions are tracked automatically through Amazon's platform without requiring pixel implementation.

Off-Amazon Conversions (Amazon Attribution)

For driving traffic from external sources to Amazon:

  • Add to Cart - Product added to Amazon cart
  • Detail Page View - Amazon product page viewed
  • Purchase - Amazon purchase completed
  • New-to-Brand Sales - First purchase from your brand

Amazon DSP Conversions

For display and video campaigns:

  • Product Page Views - Product detail page visits
  • Purchases - Completed transactions
  • Add to Cart - Cart additions
  • Subscribe & Save - Subscription signups
  • Video Completions - Video ad completion
  • Brand Website Visits - External website visits

Custom Events

Amazon Attribution Custom Events

Create custom attribution tags for specific marketing channels:

Supported Channels:

  • Email campaigns
  • Social media posts
  • Influencer content
  • Display advertising
  • Search engine marketing
  • Affiliate marketing

Implementation:

  1. Create attribution tag in Amazon Attribution console
  2. Generate unique tracking URL
  3. Use URL in external marketing
  4. View conversions in Attribution dashboard

DSP Custom Conversions

For Amazon DSP, create custom conversion pixels:

<!-- Amazon DSP Pixel -->
<img src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/PIXEL_ID/?value=ORDER_VALUE&currency=USD&oid=ORDER_ID" width="1" height="1" />

Pixel Parameters:

  • value - Order value
  • currency - Currency code (USD, EUR, GBP, etc.)
  • oid - Order ID for deduplication
  • qty - Quantity purchased

Event-Specific Pixels

Create separate pixels for different conversion events:

<!-- Purchase Pixel -->
<img src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/PURCHASE_PIXEL/?value=99.99&currency=USD&oid=ORDER_12345" width="1" height="1" />

<!-- Lead Pixel -->
<img src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/LEAD_PIXEL/" width="1" height="1" />

<!-- Page View Pixel -->
<img src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/PAGEVIEW_PIXEL/" width="1" height="1" />

Ecommerce Events

On-Amazon Purchase Tracking

For Sponsored Ads, conversions are tracked automatically:

Available Metrics:

  • Total sales (14-day attributed)
  • Units sold
  • Average order value
  • Return on ad spend (ROAS)
  • Advertising cost of sales (ACOS)

Attribution Windows:

  • 14-day click attribution (standard)
  • 1-day view attribution (Display/DSP)

Off-Amazon to Amazon Conversions

Track external marketing driving Amazon sales:

Amazon Attribution Setup:

  1. Navigate to Amazon Attribution
  2. Create new Publisher
  3. Generate Attribution Tags
  4. Create tracking URLs for campaigns

Attribution Tag Example:

https://www.amazon.com/dp/PRODUCT_ASIN?maas=maas_adg_api_XXXXX_macro_1_1&ref_=aa_maas&tag=ASSOCIATE_TAG

Tracked Metrics:

  • Add to Cart
  • Detail Page Views
  • Purchases (14-day attribution)
  • New-to-Brand purchases
  • ROAS

Amazon DSP Ecommerce Tracking

For programmatic display campaigns:

<!-- Purchase Conversion Pixel -->
<script>
  var amazonPixelValue = 99.99;
  var amazonPixelCurrency = 'USD';
  var amazonPixelOrderId = 'ORDER_12345';
</script>
<img src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/PURCHASE/?value=[amazonPixelValue]&currency=[amazonPixelCurrency]&oid=[amazonPixelOrderId]" width="1" height="1" />

Conversion Tracking

Implementation Methods

1. Sponsored Ads (Automatic)

No implementation required for on-Amazon campaigns:

Automatic Tracking:

  • Clicks on Sponsored Products
  • Detail page views from ads
  • Add to cart actions
  • Purchases within 14 days
  • New-to-Brand metrics

View in: Campaign Manager > Reports > Advertising Reports

2. Amazon Attribution

Track off-Amazon marketing driving Amazon conversions:

Setup Process:

  1. Access Amazon Attribution (brand registered sellers)
  2. Create Publisher (Facebook, Google, Email, etc.)
  3. Create Campaign
  4. Generate Attribution Tags
  5. Implement tags in external marketing

Attribution Tag Types:

  • Standard Tag - Amazon landing page
  • Custom Tag - Specific product or store page
  • Non-Amazon Tag - External website with pixel

Example Attribution URL:

https://www.amazon.com/stores/page/STORE_ID?maas=maas_adg_api_123456&ref_=aa_maas&aa_campaignid=CAMPAIGN_ID&aa_adgroupid=ADGROUP_ID

3. Amazon DSP Pixels

Implement conversion pixels for DSP campaigns:

Pixel Setup:

  1. Navigate to Amazon DSP Console
  2. Go to Pixels section
  3. Create New Pixel
  4. Select event type
  5. Generate pixel code

Standard Pixel Implementation:

<!-- Amazon DSP Conversion Pixel -->
<img height="1" width="1" style="display:none" src="https://pixel.advertising.amazon.com/conv/ADVERTISER_ID/PIXEL_ID/?value={{ORDER_VALUE}}&currency=USD&oid={{ORDER_ID}}&qty={{QUANTITY}}" />

JavaScript Pixel (Advanced):

<script type="text/javascript">
!function(e,n,o,t){
  var r=e.Amazon=e.Amazon||{};
  r.APS=r.APS||{},r.APS.init=function(){
    r.APS.config={},r.APS.load()
  },r.APS.load=function(){
    var e=n.createElement(o);
    e.src=t,e.async=!0;
    var r=n.getElementsByTagName(o)[0];
    r.parentNode.insertBefore(e,r)
  },r.APS.init()
}(window,document,"script","https://s.amazon-adsystem.com/adsystem/pixel.js");

Amazon.APS.track('conversion', {
  advertiserId: 'ADVERTISER_ID',
  pixelId: 'PIXEL_ID',
  value: 99.99,
  currency: 'USD',
  orderId: 'ORDER_12345'
});
</script>

4. Amazon Marketing Cloud (AMC)

Advanced analytics for aggregated conversion insights:

AMC Queries:

  • Custom conversion paths
  • Cross-channel attribution
  • Audience overlap analysis
  • Incrementality testing

Note: AMC requires SQL queries and doesn't provide event-level data due to privacy.

Google Tag Manager Implementation

Deploy Amazon pixels via GTM:

<!-- GTM Custom HTML Tag for Amazon DSP Pixel -->
<img height="1" width="1" style="display:none"
     src="https://pixel.advertising.amazon.com/conv/{{Amazon Advertiser ID}}/{{Amazon Pixel ID}}/?value={{Transaction Value}}&currency=USD&oid={{Transaction ID}}" />

Offline Conversions

Store Sales Measurement

Amazon Brand Analytics provides store sales insights:

Tracked Metrics:

  • In-store purchases influenced by Amazon ads
  • Store visit attribution
  • Online-to-offline conversion paths

Requirements:

  • Enrollment in Amazon Brand Analytics
  • Sufficient sales volume
  • Privacy threshold minimums

CRM Integration

Connect offline conversions to Amazon advertising:

Via Amazon Marketing Stream:

  1. Export Amazon ad click/impression data
  2. Match to CRM conversions via timestamp
  3. Upload to AMC for analysis
  4. View aggregated attribution

Limitations:

  • No individual user-level data
  • Aggregated insights only
  • Minimum volume thresholds

Attribution

Attribution Windows

Amazon uses standardized attribution windows:

Sponsored Ads:

  • 14-day click attribution - Purchases within 14 days of click
  • Same-day purchases vs extended attribution reporting available

Amazon DSP:

  • 14-day click attribution - Standard for clicks
  • 1-day view attribution - View-through conversions

Amazon Attribution:

  • 14-day click attribution - For off-Amazon sources
  • Customizable reporting windows (7, 14 days)

Attribution Models

Amazon primarily uses last-touch attribution:

  • Last-click Amazon ad gets 100% credit
  • View-through attribution available for Display/DSP
  • Multi-touch attribution via AMC queries

New-to-Brand Metrics

Unique to Amazon, track first-time brand purchasers:

NTB Metrics:

  • New-to-Brand orders
  • New-to-Brand sales
  • New-to-Brand order rate
  • NTB customer lifetime value

Available for:

  • Sponsored Products
  • Sponsored Brands
  • Sponsored Display
  • Amazon DSP

Cross-Channel Attribution (AMC)

Amazon Marketing Cloud enables advanced attribution:

AMC Capabilities:

  • Multi-touch attribution across Amazon channels
  • Path to conversion analysis
  • Incremental lift measurement
  • Audience overlap and frequency

Query Examples:

  • Users exposed to both Sponsored Products and DSP
  • Conversion paths from awareness to purchase
  • Incrementality of video vs display

Debugging & Validation

Verify Sponsored Ads tracking:

  1. Launch campaign
  2. Wait 24-48 hours for data
  3. Check Campaign Manager > Reports
  4. Verify metrics appear:
    • Clicks
    • Detail Page Views
    • Add to Cart
    • Purchases

Amazon Attribution Verification

Test Attribution tags:

  1. Click attribution URL
  2. Verify redirects to Amazon
  3. Complete test conversion
  4. Check Amazon Attribution Dashboard after 48 hours
  5. Verify conversion attributed to tag

Test Mode: Use test attribution tags for pre-launch validation without affecting live metrics.

DSP Pixel Testing

Verify DSP pixels fire correctly:

Browser DevTools:

  1. Open Network tab
  2. Visit conversion page
  3. Filter for "advertising.amazon.com"
  4. Verify pixel request fires
  5. Check parameters pass correctly

Amazon DSP Console:

  1. Navigate to Pixels
  2. Select pixel
  3. View Recent Activity
  4. Verify events appear within 1-2 hours

Amazon Marketing Stream

Real-time validation via Marketing Stream:

Setup:

  1. Enable Amazon Marketing Stream
  2. Configure data delivery (S3, Kinesis)
  3. Monitor real-time event data
  4. Validate clicks and impressions

Common Issues

No conversion data appearing:

  • Wait full 48 hours for initial reporting
  • Verify campaign is active and spending
  • Check attribution window settings
  • Ensure product is in stock

DSP pixels not firing:

  • Verify advertiser ID and pixel ID correct
  • Check pixel placed on conversion page
  • Test without ad blockers
  • Confirm pixel status is "Active" in console

Attribution tags not tracking:

  • Verify tag format is correct
  • Check Amazon Attribution account access
  • Confirm campaign and publisher are active
  • Allow 48-72 hours for data processing

Best Practices

  1. Monitor ACOS and ROAS daily for performance
  2. Optimize for New-to-Brand conversions for growth
  3. Use auto-targeting initially, refine with manual
  4. Bid on branded terms to protect brand
  5. Leverage product targeting for category expansion

Amazon Attribution Strategy

  1. Create separate tags for each marketing channel
  2. Use UTM parameters for granular tracking
  3. Test different creatives with unique tags
  4. Track full funnel (DPV, ATC, Purchase)
  5. Compare ROAS across external channels

DSP Best Practices

  1. Implement all pixel types (purchase, cart, page view)
  2. Use dynamic creative with product feeds
  3. Leverage Amazon audiences (in-market, lifestyle)
  4. Track brand website visits for awareness
  5. Measure incrementality via brand lift studies

Data Quality

  1. Pass order value and ID for purchase pixels
  2. Use consistent currency codes
  3. Implement deduplication with order IDs
  4. Monitor pixel health in DSP console
  5. Regular audits of Attribution tags

Privacy & Compliance

  1. Follow Amazon Advertising policies for data usage
  2. Respect customer privacy in AMC queries
  3. Use aggregated data only from AMC
  4. Implement consent for DSP pixels where required
  5. Update privacy policies to disclose tracking

Measurement Strategy

  1. Use multi-touch attribution via AMC for complete picture
  2. Track New-to-Brand separately from repeat purchases
  3. Measure incrementality with holdout tests
  4. Compare on-Amazon vs off-Amazon efficiency
  5. Leverage Amazon Brand Analytics for market insights

Budget Allocation

  1. Prioritize high-ROAS campaigns and keywords
  2. Invest in New-to-Brand acquisition
  3. Use DSP for upper-funnel awareness
  4. Test Amazon Attribution channels systematically
  5. Balance defensive (branded) and offensive (category) spending

Product Strategy

  1. Optimize product listings for conversion
  2. Maintain competitive pricing and Prime eligibility
  3. Monitor search rank for target keywords
  4. Leverage A+ Content for higher conversion rates
  5. Use video in listings to improve engagement

Reporting

  1. Daily monitoring of ACOS and ROAS
  2. Weekly reviews of New-to-Brand performance
  3. Monthly analysis of Attribution channels
  4. Quarterly AMC queries for strategic insights
  5. Export data for external BI tools via APIs

Seasonal Optimization

  1. Increase budgets during Prime Day, Black Friday
  2. Adjust bids for seasonal keyword trends
  3. Plan inventory based on ad-driven demand
  4. Create seasonal campaigns with themed creative
  5. Monitor stock levels to prevent lost conversions

Cross-Platform Integration

  1. Use Amazon Attribution to track social ads to Amazon
  2. Retarget website visitors with DSP
  3. Suppress Amazon customers in external acquisition campaigns
  4. Leverage Amazon audiences in DSP for lookalikes
  5. Measure total business impact across all channels
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