Question: A shopper interacts with ads from two different campaigns from the same brand, they first click an ad promoting the brand's mirrorless cameras and later click an ad promoting the brand’s camera cases. The shopper ends up purchasing the mirrorless camera from the brand. Conversion will be awarded to which campaign?
- The mirrorless camera campaign
- None
- The camera bag campaign
Explanation
Amazon Ads attribution uses eligible ad interactions to assign conversion credit based on the purchase that occurred. When multiple campaigns from the same brand are involved, product relevance matters because the attributed sale is tied to the advertised product purchased. A later click for a different accessory does not override the interaction associated with the purchased ASIN. This keeps conversion attribution aligned with the product-level campaign that drove the sale.
Why the other options are incorrect
None is incorrect because an eligible campaign interaction exists before the purchase.
The camera bag campaign is incorrect because the purchase was for a different product than the accessory promoted by that campaign.
Source for verification
https://advertising.amazon.com/library/guides/marketing-attribution
https://advertising.amazon.com/API/docs/en-us/guides/reporting/dsp/metrics
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