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Introduction
When a customer clicks on one of your advertisements, they might not make a purchase right away. However, if they decide to buy a product within the attribution window, that sale will be attributed to the original click.
Amazon Attribution Window for Sellers and Vendors
Attribution Window Overview: The attribution window refers to the period after a customer clicks on an ad during which any resulting purchase is credited to that specific click.
For all Amazon Sponsored Ad types (Sponsored Products, Sponsored Brands, Sponsored Display), the attribution window is:
14 days: Any purchase made within 14 days of the initial click is attributed to that ad, whether it's the advertised product or another product within the same brand.
This consistent 14-day window allows sellers and vendors to evaluate the impact of their ads over a standard period, helping to optimize campaign performance across all ad types.
Why Does ThinkAd Have a Longer Attribution Window on Sponsored Products?
ThinkAd's ad engine is designed to maximize efficiency with bids, whether by increasing bids on well-performing targets or decreasing them on underperforming ones. We use a 30-day attribution window, analyzing data on a granular day-by-day basis throughout this period. This approach allows us to incorporate more comprehensive data, leading to more efficient ad spend.
For example, if a customer clicks on your Sponsored Product ad and makes a purchase 15 days later, that sale should influence future bid prices for that keyword. If we only used a 7 or 14-day attribution window like Amazon, this keyword might show as having spent money without generating a sale, potentially leading to a reduced bid on what could be a high-performing keyword.
By utilizing a longer attribution window and closely monitoring data changes—such as adjustments to impressions, clicks, or orders that Amazon might make—we ensure that your campaigns are driven by the most accurate and up-to-date information. This smarter, data-driven approach helps us optimize your campaigns more effectively, ensuring better performance over time.
Article last updated September 2024. If you find this information to be out of date, please contact [email protected].