Question: Which of the following statements accurately describes Amazon Ads’ attribution methodology?
- Conversions are attributed using a last-touch model that prioritizes the last click over the last view within a 14-day lookback window
- Conversions are attributed to the first ad a customer interacted with within a 30-day lookback window
- Amazon Ads uses a multi-touch attribution model, giving equal credit to all ads viewed or clicked before a purchase
Explanation
Amazon Ads attribution uses a last-touch attribution model for eligible ad interactions before a conversion. The methodology prioritizes eligible clicks over views, so a qualifying click-through attribution event receives credit before a view. The 14-day lookback window defines whether the interaction is eligible for conversion credit. This approach differs from first-touch or equal-credit attribution because credit is assigned to the most relevant last eligible touchpoint.
Why the other options are incorrect
First ad is incorrect because Amazon Ads does not credit the earliest interaction in the path.
Multi-touch attribution is incorrect because Amazon Ads does not give equal credit to every eligible ad interaction.
Source for verification
https://advertising.amazon.com/help/GX7KDKHMWQYMJ385
https://advertising.amazon.com/library/guides/basics-of-amazon-attribution
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