Question: An advertiser wants to measure how well an AMC audience drives purchases in Amazon DSP. What is the best practice for setting up and analyzing this audience's performance?
- Rotate audiences weekly across line items to test different combinations
- Apply multiple audiences to each line item to maximize reach and efficiency
- Apply one audience per line item and compare purchase rates using the Audience Report
Explanation
Amazon Marketing Cloud audience performance should be measured with a clean line-item structure. Applying one AMC audience per Amazon DSP line item helps isolate the audience effect on purchase behavior. The Audience Report can then compare purchase rates across audiences without mixing multiple audience signals in the same line item. This setup produces clearer optimization guidance for future DSP activation.
Why the other options are incorrect
Rotate audiences is incorrect because weekly rotation can introduce timing noise and make performance comparisons less reliable.
Multiple audiences is incorrect because combining several audiences in one line item makes it harder to isolate which audience drove purchases.
Source for verification
https://advertising.amazon.com/resources/whats-new/amc-custom-audience-creation-and-activation
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