Question: Which best describes brand halo conversion?
- Conversions of promoted ASINs
- Conversions of non-promoted ASINs within the 14-day attribution window
- Conversions of all brand ASINs outside of the 14-day attribution window
Explanation
Brand halo expands attribution beyond the advertised ASINs to show broader brand-level impact. In Amazon DSP reporting, this helps separate sales tied directly to promoted products from sales influenced across the same brand. The 14-day attribution window defines the eligible period for those attributed conversions. This metric is useful for understanding whether media investment drives demand across the brand portfolio.
Why the other options are incorrect
Option A describes promoted product conversions, not brand halo.
Option C is incorrect because conversions must occur within the eligible attribution window.
Source for verification
https://advertising.amazon.com/help/GFXUBJVCPTN75M6J
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