Question: A shopper’s journey to purchasing a coffee maker on Amazon over a 20-day period involved the following interactions: -March 5 - Sponsored Products ad view -March 12 - Sponsored Brands ad view -March 17 - Video ad view -March 20 - Purchase Based on Amazon Ads’ attribution methodology, which ad interaction will be credited for this conversion?
- March 17 - Video ad view
- March 12 - Sponsored Brands ad view
- March 5 - Sponsored Products ad view
Explanation
When there is no eligible click, Amazon Ads uses view-through attribution to credit an eligible ad view before the purchase. The most recent eligible view receives credit because it occurred closest to the conversion within the attribution window. This interaction takes priority over earlier eligible views from Sponsored Products and Sponsored Brands. The purchase itself is the conversion event, not the attributed media touchpoint.
Why the other options are incorrect
Sponsored Brands ad view is incorrect because it was followed by a later eligible view before the purchase.
Sponsored Products ad view is incorrect because it was the earliest eligible view in the path.
Source for verification
https://advertising.amazon.com/help/GX7KDKHMWQYMJ385
https://advertising.amazon.com/library/guides/marketing-attribution
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