Question: Amar, an advertiser, wants to track traffic on his brand’s website as well as physical retail transactions. What tool could he use to track both things?
- Conversions API (CAPI)
- Amazon Ad Tag (AAT)
- Data management platforms (DMP)
Explanation
Conversions API (CAPI) supports importing first-party web, app, and offline events into Amazon Ads. This makes it appropriate for tracking both website activity and physical retail transactions. In Amazon DSP, those imported events can support conversion measurement, reporting, and campaign optimization. CAPI is especially useful when events come from servers, CRMs, CDPs, or offline transaction systems.
Why the other options are incorrect
Amazon Ad Tag (AAT) is incorrect because it is tag-based and mainly captures website events, not physical retail transactions.
Data management platforms (DMP) is incorrect because DMPs manage audience data rather than directly importing conversion events for measurement.
Source for verification
https://advertising.amazon.com/help/GEDE65PCE2CL5P63
https://advertising.amazon.com/help/GXSCFXC6NAG2XD7K
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