A shopper’s journey to purchasing a laptop on Amazon over a 20-day period involved the following interactions: -March 5 – Sponsored Products ad view -March 15 – Display ad click -March 17 – Video ad view -March 20 – Purchase Based on Amazon Ads’ attribution methodology, which ad interaction will be credited for this conversion?
- March 15 – Display ad click
- March 5 – Sponsored Products ad view
- March 20 – When the purchase is made
Explanation:
The correct answer is March 15 – Display ad click because Amazon Ads uses a last-touch attribution model, which attributes the conversion to the most recent ad interaction before the purchase. In this case, the display ad click on March 15 is the closest interaction to the March 20 purchase, so it receives credit for the conversion. The last-click interaction is prioritized, meaning that even though the shopper viewed a Sponsored Products ad on March 5 and a video ad on March 17, the click on the display ad on March 15 is considered the most influential in driving the final purchase. The purchase itself on March 20 does not receive attribution, as Amazon’s model focuses on the ad interactions that led up to the conversion.