Amar, an advertiser, wants to track traffic on his brand’s website as well as physical retail transactions. What tool could he use to track both things?
- Conversions API (CAPI)
- Amazon Ad Tag (AAT)
- Data management platforms (DMP)
Explanation:
The correct answer is **Conversions API (CAPI)** because the Conversions API (CAPI) is specifically designed to track both online and offline events, such as website traffic and physical retail transactions. With CAPI, Amar can capture data from his brand’s website as well as from physical retail stores by integrating with his point-of-sale system or other offline tracking tools. This allows for a comprehensive view of how digital advertising impacts both online behavior and in-store purchases. The Amazon Ad Tag (AAT) is focused on tracking online interactions like clicks and product views, while Data Management Platforms (DMPs) help aggregate and analyze data but are not specifically designed for directly tracking both online and offline conversions in the same way as CAPI.