Amazon provides the summary of the metrics and example scenarios on how these metrics are calculated:
Metric | Description | Example |
attributedConversions | number of sales for a customer who clicked on your ad for an item and made a purchase – can be same item or other item | Customer A places 2 orders from ad, 1 order has advertised products, 1 order does have any advertised product = 2 |
| number of sales for a customer who clicked on your ad for an item and made a purchase – only advertised item counted | Customer A places 2 orders, 1 order has advertised products, 1 order does have any advertised product = 1 |
attributedUnitsOrdered | total number of items (units) ordered in a single sale for a customer from conversion | Customer A places 2 orders of 3 items each, 4 items are advertised product and 2 are not = 2 x 3 = 6 |
attributedUnitsOrderedSameSKU | total number of items (units) in a sale where item is the advertised ASIN from conversion | Customer A places 2 orders of 3 items each for a total of 6 items, 4 items are advertised product and 2 are not = 4 |
attributedUnitsOrderedOtherSKU | total number of items (units) in a sale where item is different than the advertised ASIN from conversion, also known as a “brand halo” conversion or product. | Customer A places 2 orders of 3 items each for a total of 6 items, 4 items are advertised product and 2 are not = 2 |
attributedSales | total sale amount resulting from ad click | Customer A places 1 order of 2 units of product A (advertised) at $12 each = 12 x 2 = $24 Customer B places 1 order of 2 items: 1 item of product A (advertised) at $12 each and 1 item of product B (not advertised) at $12) = 12 x 2 = $24 |
attributedSalesSameSKU | total sale amount resulting from ad click only for the advertised product | Customer A places 1 order of 2 units of product A (advertised) at $12 each = 12 x 2 = $24 Customer B places 1 order of 2 items: 1 item of product A (advertised) at $12 each and 1 item of product B (not advertised) at $12) = 1 x 12 = $12 |
A summary table of the differences between seller and vendor type accounts for attribution metrics as provided in the Advertising Console and Advertising API below:
Ad Program and Attribution/Reporting | UI - Advertising Console, DSP Console | UI/Downloadable Reports |
Sponsored Products for Sellers | 7 day attribution window, click-based only. We show only total sales [Promoted products (same sku) sales + other sku sales] as an aggregate i.e. 1 field, no breakdown Attribution is reported on the date of the Traffic event. Notes: Sales are only reported for this seller. (Other 3P and Amazon retail sales are not reported as attributed sales.) | 7 day attribution window, click-based only. We show total sales, promoted products (same sku) sales, and other sku sales split out, i.e. 3 fields Attribution is reported on the date of the Traffic event. Notes: Sales are only reported for this seller. (Other 3P and Amazon retail sales are not reported as attributed sales.) |
Sponsored Products for Vendors | 14 day attribution window, click-based only. We show only total sales (Promoted product + Brand Halo product) i.e. 1 field, no breakdown Attribution is reported on the date of the Traffic event. Notes: Sales are only reported for Amazon (1P) as the seller (3P sales are not reported) 1,7,14,30 day attribution windows are available in the Advertising API | 14 day attribution window, click-based only. We show only total sales (Promoted product + Brand Halo product) i.e. 1 field, no breakdown Attribution is reported on the date of the Traffic event. Notes: Sales are only reported for Amazon (1P) as the seller (3P sales are not reported) 1,7,14,30 day attribution windows are available in the Advertising API |
Sponsored Brands (Vendors and Seller Brand Owners) | 14 day attribution window, click-based only. We show only total sales (Promoted products + Brand Halo products) i.e. 1 field, no breakdown Attribution is reported on the date of the Conversion for Sponsored Brands, but date of Traffic for Sponsored Brands Video. New-to-Brand is available for Sponsored Brands, but not Sponsored Brands Video. | 14 day attribution window, click-based only. We show only total sales (Promoted products + Brand Halo products) i.e. 1 field, no breakdown Attribution is reported on the date of the Conversion for Sponsored Brands, but date of Traffic for Sponsored Brands Video. New-to-Brand is available for Sponsored Brands, but not Sponsored Brands Video. |
Sponsored Display* | 14 day attribution window, click-based only. We show only total sales (Promoted products + Brand Halo products) i.e. 1 field, no breakdown Attribution is reported on the date of the Traffic event. | 14 day attribution window, click-based only. We show only total sales (Promoted products + Brand Halo products) i.e. 1 field, no breakdown Attribution is reported on the date of the Traffic event. |
DSP: Class 1/Display/SDP | 14 day attribution window, click and view based. We show total sales, promoted products, and Brand Halo products sales split out, i.e. 3 fields Attribution is reported on the date of the Conversion | 14 day attribution window, click and view based. We show total sales, promoted products, and Brand Halo products sales split out, i.e. 3 fields Attribution is reported on the date of the Conversion |