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How to Use Amazon Attribution to Prove the ROI of Off-Amazon Ads

You’re running ads on Instagram, Google, or YouTube, but once shoppers land on Amazon, the trail goes cold. You know your off-Amazon campaigns are driving traffic, but you have no visibility into what actually converts.

That disconnect has real consequences. According to Amazon Ads, marketers who use Amazon Attribution to optimize their non-Amazon media have seen up to 29% higher return on ad spend (ROAS) by making data-backed decisions.

That’s where Amazon Attribution comes in. It bridges the gap between your off-Amazon ads and on-Amazon sales.

In this guide, you’ll learn exactly how Amazon Attribution works, how to set it up step-by-step, and how to use it to finally prove and improve the ROI of your external ad campaigns.

Understanding Amazon Attribution and Why It’s So Useful

Amazon Doesn’t Share External Data by Default

When someone clicks your Google or Meta ad and buys something on Amazon, you don’t automatically get credit. Amazon doesn’t pass back any referral info the way other platforms do. That leaves you guessing about what’s working.

Amazon Attribution Fills the Gap

Amazon Attribution is a free tool that lets you create special tracking links for any off-Amazon ad. These links show you exactly how many views, add-to-carts, and purchases came from your external traffic. You can finally connect your ad spend to real Amazon sales.

Who Can Use It

If you’re a brand-registered seller or vendor, you can access Amazon Attribution. It’s also available to agencies managing seller accounts. If you're not brand-registered yet, it’s worth it just for this feature.

How Amazon Attribution Tracks Performance

Special Links Track the Whole Journey

When someone clicks your ad with an Attribution link, Amazon follows their behavior on the site. It records what pages they visit, what they add to their cart, and what they buy. That data is tied back to the specific ad and channel.

You Get Clear, Useful Metrics

  • How many people clicked on your ad
  • How many looked at your product
  • How many added it to their cart
  • How many bought, and how much they spent

Attribution Windows and Credit Rules

Amazon Attribution uses a 14-day click window. That means if someone clicks your ad and makes a purchase within 14 days, you receive the credit. Amazon uses a last-touch model, which means the last ad the customer clicked before making a purchase gets the credit.

How to Set Up Amazon Attribution, Step by Step

Step 1: Open the Attribution Console – Go to the Amazon Ads console and look for Amazon Attribution under “Measurement & Reporting.”
Step 2: Create a Campaign – Name it clearly (e.g., "FB_Ad_May24_Women’sShampoo"), and select the products you want to track.
Step 3: Build Your Tracking Link – Choose your ad platform and paste the target URL (product page, storefront, or custom landing page).
Step 4: Add the Link to Your Ad – Replace your usual URL with the Attribution link in your ad manager.

How to Read and Use the Data

Focus on What Moves the Needle

  • Click-throughs
  • Product views
  • Add-to-carts
  • Purchases
  • Revenue

Break It Down by Channel

Use separate Attribution links for each ad platform. Then compare the performance across channels to guide your budget allocation.

Track Over Time, Not Just One Spike

Review data weekly to spot consistent patterns, not just short-term wins.

Proving ROI with Amazon Attribution

Example: Spend $200 on a Meta ad. Get 500 clicks. Amazon reports 12 purchases totaling $600. That’s a 3X return.

Use This Data to Get Smarter

Compare different platforms and ad formats. Make decisions based on ROAS and user behavior, not guesswork.

Avoid These Common Mistakes

  • Don’t Skip Naming Conventions: Use clear, specific names like “Google_Brand_KetoBars_May.”
  • Place Links Carefully: Avoid redirecting or shortening the URL in ways that break tracking.
  • Expect a Delay: Attribution may take time due to the 14-day window.

Leveling Up with More Tools

  • Brand Analytics: Use in tandem with Attribution for full-funnel insights.
  • UTM Tags: Add to Attribution links for visibility in other platforms like Google Analytics or Meta Ads Manager.
  • Dashboards: Use tools like Triple Whale or Northbeam to unify reporting across channels.

Track Smarter, Spend Better

Sending traffic blindly wastes money. Amazon Attribution provides clarity. It shows what’s working, what’s not, and what steps to take next.