Amazon Attribution: What it is & How to Use it for Google Ads

At some point every successful seller branches out into marketing activities outside the Amazon ecosystem. This is when Amazon Attribution comes in handy (How to increase traffic to your Amazon listing?). Amazon Attribution is a feature that lets you track results from non-Amazon marketing channels. It’s the only way to see exactly how many sales, purchases and add-to-carts resulted from your off-Amazon marketing efforts, which makes it essential for optimizing your digital marketing campaigns.

In this article we explain exactly what Amazon attribution is, who is eligible to use it, how to set it up, as well as what tactics work well.

What is Amazon Attribution?

Amazon Attribution is an analytics service included in Amazon Seller Central to help sellers track the performance of their ads off Amazon.

The tool is intended mainly for brands and particularly strong at helping sellers understand how their efforts off Amazon contribute to sales and conversions on the Amazon platform.

Amazon Attribution is particularly important in relation to Amazon Search Engine Advertising since it tracks the results of those advertising efforts on the behalf of the seller.

How Does Amazon Attribution Work?

In Amazon’s words, this feature is designed to help you Measure, Optimize and Plan your external traffic campaigns.

• Measure – the effectiveness of different publishers or channels.
• Optimize – your campaigns for maximum results.
• Plan – your future marketing strategies and business goals based on data.

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You’ll create Amazon Attribution tags for particular products and/or channels you want to track. For each tag, you’ll get a unique link. When customers click through to your product listing from this link, Attribution records their actions on Amazon, and aggregates the key data for you.

List of Metrics and KPIs you can Track with Amazon Attribution

You can track the following metrics with Amazon Attribution links:

• Impressions
• Clicks
• Detail page views
• Add to carts
• Purchase rate
• Sales

All these are viewable from within the Attribution dashboard, as well as via downloadable reports.

All metrics work off a 14-day last touch attribution window, meaning you will be able to attribute actions to a tracking tag as long as the action takes place within 14 days.

Who Can Use Amazon Attribution?

Amazon Attribution is available to brand-registered sellers, Vendor Central users, KDP authors and agencies, in supported marketplaces.

Currently, these marketplaces are:

• North America: Canada, Mexico, the United States
• Europe: Germany, Spain, France, Italy, the Netherlands, Poland and the UK
• Middle East: Egypt

If you’re a Seller Central user, you’ll need to be enrolled in BRAND REGISTRY. As long as you’re eligible, Amazon Attribution should be immediately available to you through the Amazon Advertising Console.

Amazon Attribution is also available through the Amazon Advertising API, which means third-party tools can use and display Attribution data. (to use Attribution features in these tools, you’ll still need to have access to Attribution yourself).

How Much Does Amazon Attribution Cost?

Amazon Attribution costs nothing.

Whether this will change in the future is undetermined. But as of 2023, it’s completely free for eligible sellers to use.

How Advertisers Can Use Amazon Attribution?

To get started, go to your Amazon advertising console. Along with tools to manage your Amazon PPC Campaigns (Amazon PPC Tools), this is where you’ll find Amazon Attribution (if you’re eligible).

Here, you can create new Amazon Attribution tags, and view all the data collected through Attribution. Tags work basically the same as tracking links with Facebook, Google, or affiliate links. Each tag gives you a URL to your product with unique parameters set to the end, which allows Amazon to track anyone who clicks the link.

Here’s an example of an Amazon Attribution link:

https://www.amazon.com/dp/B0833P83NP?aa_adgroupid=landingcube_group_36576&aa_campaignid=landingcube_campaign_36576&aa_creativeid=landingcube_creative_36576&maas=maas_adg_api_4786345090401_static_9_48&ref_=aa_maas

How to Create Amazon Attribution Tags

You can create an Amazon Attribution tags individually, or use the bulk upload tool to create multiple tags at once.

Here’s how.

In the Attribution dashboard, select the advertiser you’re creating the URL for.

1. Click “New Order”.
2. If you’re creating a link for Google, Facebook, or Instagram, you can select “Upload file to create order and tags”, and follow the instructions given.
3. Otherwise, hit “Manually create order and tags”.
4. Now choose the product listing(s) you want to track with this tag.
5. Under “Order Settings”, choose a name and an ID to help identify the traffic source/campaign.
6. Choose the Publisher (traffic channel) you’re promoting your product on.
7. Add your product listing URL under “Click-through URL”.
8. Hit “Create”, and you’re done.

How To Get To Amazon Attribution On Seller Central

There are a couple of prerequisites to gaining access to Amazon Attribution through Seller Central. We assume that you already have an Amazon Seller Account and have enrolled in the Amazon Brand Registry.

To access Amazon Attribution:

1. Log into Seller Central.
2. Click the Advertising tab and select Campaign Manager.

Click the Measurement & Reporting icon and select Amazon Attribution.

1. 1. 

How to Setup Attribution Tracking on Amazon: Step-by-Step Guide

1. Create a New Campaign

Inside Amazon Attribution, click the Create Campaign button. Name your campaign in such a way that it’s easy to identify throughout your testing and tweaking.

2. Select Products

Choose the products you want to track in this campaign. All of these products should be ones that you are promoting through external marketing efforts such as social media or search engine ads.

3. Generate Attribution Tags

Once you’ve selected your products, you’ll be prompted to create attribution tags. Create an unique tag for each marketing channel that you want to track: Google ads, Facebook, email, etc.

Select the appropriate publisher and placement for each ad and paste in the click-through URL. This is the URL of the product listing on Amazon.

5. Implement Your Tags

Once your tags are generated, you’ll need to implement them in your external marketing campaigns. This typically involves adding the Amazon Attribution tracking URL as the destination URL in your ads, social media posts, or email campaigns.

6. Launch Your Campaigns

With the tags implemented, launch your external marketing campaigns as planned. The performance data will start to populate in Amazon Attribution as users engage with your ads and visit Amazon.

7. Monitor and Optimize

Monitor your campaigns regularly through Amazon Attribution. You’ll be able to track metrics like clicks, impressions, page views, add to carts, and sales. Use the data to analyze which channels and strategies are the most successful and adjust your campaigns accordingly to achieve better ROI.

How to Set Up Amazon Attribution for Google Ads

Linking up Google Ads and Amazon Attribution can truly supercharge you Amazon performance. Being able to take learnings from Amazon SEO Strategy (more about our Amazon SEO Services) and Amazon search ads (Amazon Sponsored Ads Management) and fueling these insights into Google search ads is a great strategy to grow your Amazon FBA revenue. In this section, we’ll walk you through the step-by-step setup process for integrating Google Ads with Amazon Attribution to increase sales on Amazon via Google Ads for Amazon Listings.

Step 1: Prerequisites – What You Need Before Getting Started

Before setting up Amazon Attribution for your Google Ads campaign, ensure you have the following:

✅ Google Ads account – You must have an active Google Ads account set up.
✅ Amazon Attribution access – Available to brand-registered sellers, vendors, and agencies via the Amazon Advertising Console.
✅ Brand Registry & Seller Central account – You must be a brand-registered professional seller to access Brand Analytics and Amazon Attribution tools.

Once these requirements are met, you can proceed with the setup.

Step 2: Setting Up Amazon Attribution Links

We have already explained that further up in this post, so just follow those same steps:

1️⃣ Log into Your Amazon Attribution Account, navigate to Amazon Advertising Console and select Campaign Manager. Then click on “Amazon Attribution” under “Measurement & Reporting”. Create a new campaign and allocate Amazon products you want to track.

2️⃣ Set Up an Ad Group & Generate Attribution Tags

• Create an Ad Group (e.g., Google Search Campaign).

• Copy the Amazon Attribution tracking URL generated for this ad group.

• This unique tracking link will be used in your Google Ads campaign.

3️⃣ Understand the Brand Referral Bonus

• When a customer purchases through your Amazon Attribution link, you earn up to 10% of the sale price back in the form of a Brand Referral Bonus.

• This makes external traffic campaigns not only a ranking strategy but also a cost-saving opportunity.

Step 3: Creating a Google Ads Campaign for Amazon Attribution

Now that we have the Amazon Attribution link, it’s time to set up a Google Ads campaign to drive traffic to your Amazon product listing.

1️⃣ Log into Your Google Ads Account

• Click on the “+” button to create a new campaign.

• Select “Website Traffic” as your campaign goal.

• Choose “Search” as the campaign type.

2️⃣ Set Up Your Google Ads Targeting & Bidding Strategy

• Choose “Maximum Clicks” as your bid strategy (you can later adjust bids based on performance).

• Set a bid cap (e.g., $1 per click) to prevent overspending.

• Define a daily budget (e.g., $5–$20) to test performance before scaling.

3️⃣ Limit Your Ads to Google Search Only

• Under “Networks”, uncheck “Display Network” to ensure your ads appear only in Google search results.

• Select United States (or your relevant target market).

4️⃣ Find the Best Keywords for Your Google Ads

• Use Amazon Sponsored Ads data to identify high-performing keywords.

• Navigate to Amazon Advertising Console → Reports → Sponsored Ads Reports.

• Download the report and extract top-converting keywords from your Amazon PPC data.

More on this in this video:

5️⃣ Set Up Keyword Targeting in Google Ads

• Use exact match keywords (e.g., [best baby monitor], [wireless baby camera]) for higher targeting precision.

• Enter these keywords manually in your Google Ads campaign.

6️⃣ Insert Your Amazon Attribution Link

• In the Final URL section, paste the Amazon Attribution tracking URL you generated earlier.

• This ensures every click is tracked, allowing you to measure conversions and sales from Google Ads.

7️⃣ Create Effective Google Ads Copy

• Write at least three compelling headlines (e.g., “#1 Rated Baby Monitor – Shop Now on Amazon”).

• Write two strong descriptions highlighting product features and benefits.

8️⃣ Add Callouts & Site Links (Optional)

• Include callouts like “Fast Shipping”, “Amazon’s Choice”, or “Limited-Time Deal” to boost engagement.

• If you run a multi-product campaign, add site links to related product pages.

9️⃣ Launch Your Google Ads Campaign

• Click “Publish Campaign” and let Google review it (typically takes 24–48 hours).

• Once approved, your ads will start driving traffic to Amazon.

Step 4: Tracking Performance in Amazon Attribution

Once your campaign is live, you’ll want to monitor key performance metrics in your Amazon Attribution dashboard.

💡 Pro Tip:

• If clicks are high but conversions are low, your Amazon listing may need better images, pricing adjustments, or stronger copy.

• If impressions are low, consider increasing bids or testing different keywords in Google Ads.

• After running the campaign for a few days, analyze ROAS (Return on Ad Spend) and scale successful ad groups.

Why Amazon Attribution is Essential for Sellers

Amazon Attribution is a quick reference for sellers to determine how their ads are performing. As you might imagine, knowing this data allows sellers insights to maintain their current trajectory toward success or pivot to get better results.

Since it’s right in your Seller Central dashboard, it’s easy to integrate regular checks of this data in your seller maintenance routine.

Here the key benefits:

Improved Measurement

Amazon Attribution gives advertisers accurate data on how marketing channels other than Amazon affect shopping and sales on Amazon. This lets advertisers see how well each campaign and channel is working.

Marketing Spend Insights

Sellers can deduce which advertising channels and strategies are working best with the data available in Amazon Attribution. If your goal is getting the best ROI possible, then Amazon Attribution can analyze how your marketing budget is spend and help you optimize it.

Customer Journey Insights

There’s nothing more valuable than seeing things from the customer’s point of view. Amazon Attribution provides a window into how ads are presented to customers off Amazon and how those customers respond allowing for more targeted marketing strategies.

Increased Conversion Rates

Advertisers can focus their efforts on the most effective channels, which could lead to higher conversion rates, if they know which channels bring the most useful traffic to Amazon listings.

Strategic Campaign Adjustments

Sellers can quickly change their campaigns in real time so they can make their campaigns answer the data. The process of improving the images, keywords, and messages of their products in pursuit of better results is ongoing.

Amazon Attribution allows for data-driven insights that enable sellers to really go for the small wins quickly that add up to even bigger wins. Use it to make the most of your marketing dollars.

How to Build the Most Profitable Amazon Attribution Campaign

There is no one-size-fits-all approach to Amazon Attribution. Building profitable campaigns is the result of continual and constant learning, tracking, and tweaking.

What we hope to achieve here is to give you a step-by-step guide to help you determine what elements make up a winning campaign.

Following these steps will get you a baseline that you can then manipulate to find that sweet spot every seller strives for:

1. Define Clear Objectives

What are you hoping to accomplish with your your campaign? That may look like increased sales, increased brand awareness, or more eyeballs on your products.

2. Know Your Target Audience

If you’ve read that phrase once, you’ve probably read it a hundred times, but if you don’t know who your target audience is, it will be very difficult to sell them products. Use everything Amazon provides you to analyze your customers’ behavior and create your campaigns based on that data.

3. Select the Right Products

With your target audience in mind, you want to choose products with the right number of good reviews, competitive pricing options, and items that are in high demand. This will increase your chances of making that sale.

4. Optimize Your Listings

Make sure your listings are attractive. Your images, titles, descriptions, and keywords should be optimized for search and discovery. Your listings need to be working internally on Amazon before you can expect them to perform well with third parties.

5. Choose the Right Marketing Channels

Based on your audience and products, choose the avenues that make the most sense for reaching your target audience. If you’re selling rollator walkers, Instagram probably isn’t your best option. Choose channels that are more likely to reach your targeted demographic.

6. Create Amazing Images

If your images are anything less than top-notch professional quality, you’re wasting your time. From product images to ad creatives, your messaging must resonate with your audience and show your products in the best light possible.

7. Set Up Amazon Attribution Tags

Create Amazon Attribution tags for each external marketing campaign so you can accurately track performance and understand the impact of each channel and campaign.

8. Be Smart with Your Budget

Focus your advertising dollars toward the channels and strategies that are bringing you the best ROI. Likewise, you may be compelled to focus on your better performing products, but use these same tactics to improve your listings that aren’t seeing the same success.

9. Launch and Monitor Your Campaign

Keep an eye on performance and regularly review campaign data to monitor its effectiveness in real-time. This will allow you to make quick adjustments for improvement.

10. Analyze and Optimize

Take a deep dive into the data provided to you by Amazon Attribution’s detailed analytics to understand which aspects of your campaign are driving sales and which are not.

Refine your targeting, creative, budget allocation, and product selection based on performance data.

11. Test and Learn

Experiment regularly and test different aspects of your campaigns, including creative formats, messaging, and channels to find the most effective strategies.

Document what the data from each campaign teaches you so you don’t repeat strategies that aren’t giving you the results you’ve outlined in your objectives.

Measurement and Analytics Best Practices for Amazon Attribution

One of the biggest benefits of Amazon Attribution is the visibility it provides into how off-Amazon advertising impacts shopper behavior. But the devil is in the details, as listed above, you can track a number of metrics, such as Impressions, Clicks and so on. But what do these metrics stand for and which ones are important (given different scenarios)? Here are the key performance indicators (KPIs) you’ll find in your Amazon Attribution dashboard, along with tips on how to interpret them:

Impressions
Definition: The number of times your ad or content is displayed to users.
Why It Matters: Impressions help you gauge the reach of your off-Amazon campaigns. If impressions are high but engagement is low, it may indicate that your targeting or creative needs fine-tuning.

Clicks
Definition: The total number of times users clicked on your tagged link to visit your Amazon product or storefront page.
Why It Matters: Click data highlights immediate interest. A high number of clicks coupled with low conversions may mean your Amazon listing could use optimization (e.g., stronger images, bullet points, or pricing).

Detail Page Views
Definition: The number of times shoppers land on your specific product detail page.
Why It Matters: This metric helps you measure buyer intent beyond a surface-level ad click. If your clicks and detail page views align closely, it suggests users are engaging specifically with your product page—often a key driver of eventual purchase.

Add-to-Cart Events
Definition: The count of users who place your product in their Amazon cart, even if they don’t purchase right away.
Why It Matters: Add-to-cart signals a strong purchase intent. Tracking this metric allows you to follow up with retargeting ads (where available) or adjust pricing and promotions to convert these near-buyers into customers.

Purchases
Definition: The total number of completed orders attributed to your off-Amazon campaigns.
Why It Matters: Purchases are the ultimate measure of success. By examining which campaigns, channels, or creatives generate the most conversions, you can prioritize your marketing spend accordingly.

Sales and Revenue
Definition: The total value of attributed sales that originated from your tagged links.
Why It Matters: Tracking revenue helps you calculate Return on Ad Spend (ROAS) and assess campaign profitability. Identify which channels yield the highest sales to allocate budgets efficiently.

Cost-Per-Acquisition (CPA) / Return on Ad Spend (ROAS)
Definition: Metrics derived from dividing your ad spend by the number of acquisitions (CPA) or by total revenue (ROAS).
Why It Matters: These are crucial for understanding profitability. A strong ROAS or low CPA indicates healthy campaign performance, while a weak metric suggests it’s time to optimize targeting, creative, or bids.

How to Interpret & Act on These Insights

Optimize Creatives and Keywords: If you see high impressions but low clicks, test new ad creatives or more relevant keywords.

Refine Targeting: Channels or audiences with high add-to-cart but no final purchase might need better follow-up strategies or a promotional push.

Enhance Product Pages: A gap between clicks and detail page views may mean the landing page experience needs improvement (e.g., clear product titles, compelling A+ content).

Allocate Budgets Strategically: Evaluate CPA or ROAS to decide which channels deserve more investment. Double down on what’s working, and scale back on underperforming segments.

With these metrics at your fingertips, Amazon Attribution becomes a powerful tool for data-driven decision-making. By consistently reviewing and adjusting based on these KPIs, you can refine your off-Amazon campaigns to more effectively boost sales, grow market share, and increase overall brand visibility on Amazon.

Best Amazon Attribution Tool for Sellers

LandingCube is the best tool for Amazon sellers who use Amazon Attribution. It’s offered for Full-Time Seller, Individual Seller, and Business plans in North American markets.

It makes it easier to connect Amazon seller accounts, which lets you make attribution tracking links that are necessary for evaluating traffic efforts that don’t come from Amazon.

This platform stands out because it lets sellers correctly track important metrics like “add-to-cart” and “purchases.” LandingCube gives sellers access to Amazon Attribution through a simple and safe connection process that doesn’t compromise their passwords.

It makes campaign tracking easier by instantly linking ASINs to tracking parameters. Within 24 to 48 hours, users can see data that they can use.

LandingCube was made to send traffic to Amazon product information pages and works with both Google Analytics and the Facebook Pixel. This makes it an essential tool for sellers who want to get the most out of their marketing efforts outside of Amazon through Amazon Attribution.

Also check out our related blog posts on Amazon Product Research Tools, Amazon SEO Tools, Amazon PPC Tools and Amazon Analytics Tools.

Limitations of Amazon Attribution

The only thing it cannot do, at this time, is send Amazon Attribution data back to ad channels and enable Facebook retargeting ads for Amazon.

For example, with the Facebook Pixel, you can use data collected by the Pixel to create new audiences, and retarget people who entered your sales funnel, but didn’t buy.

Amazon won’t let you do that with Attribution’s tracking tags, as that would allow you to divert Amazon customers away from the Amazon platform.

It also means you aren’t able to use data from Attribution to let the Facebook/Google/TikTok advertising algorithm automatically optimize your ads for those most likely to purchase or add the product to their cart, which would be nice to have.

Alternatives to Amazon Attribution

There are no real worthwhile alternatives to Amazon Attribution at this time. Amazon is a closed system, and there are no third-party tools that are allowed to take this data and create their own tracking tool.

The only other way to see product sales from your off-Amazon marketing channels is by using UNIQUE COUPON CODES. Amazon Attribution reports are much more efficient and effective than this.

Instead of looking for alternatives, there are third-party tools that integrate with Amazon Attribution, to give you a complete, start to finish picture of your external traffic.

LandingCube’s AMAZON LINK SHORTENER is the best tool out there for this. Utilizing the Amazon Ads API, it allows you to create Attribution tags in one click, and view all your data – off-Amazon data as well as purchase metrics – in one convenient dashboard.

You can add retargeting pixels or additional tracking tools to your links, as well as branding them with your own domain.

LandingCube also comes with a one-click integration for Attribution with LANDING PAGES, letting you track the entirety of your sales funnel in one place.

Hit the button below to start a free trial with LandingCube and try it out for yourself.

Success Sharing: Case Studies & Practical Examples

An OFFICIAL CASE STUDY FROM AMAZON claims nutrition company Premier Nutrition saw Amazon sales growth of 96% quarter-over-quarter and 322% year-over-year for their Premier Protein lines after implementing Amazon Attribution in combination with their marketing initiatives.

In ANOTHER CASE STUDY, cookware manufacturers and suppliers Meyer Group Ltd made a revenue increase of 54% and decreased CPA by 48% on traffic driven from Facebook and Google.

Pet food brand “I and love and you” also implemented Amazon Attribution in their business, and discuss the improvements it has made to their advertising measurement in the video below.

 

What Types of Ads Can Be Measured Using Amazon Attribution?

Amazon Attribution allows measurement of various types of off-Amazon ads driving traffic to Amazon, including search ads (Google, Bing), social media ads (Facebook, Instagram, Twitter), video ads (YouTube), display ads, and email marketing campaigns.

What Metrics Are Available Through Amazon Attribution?

Amazon Attribution provides the following key metrics:

• Clicks

• Impressions

• Detail Page Views

• Add to Carts

• Purchases

• Sales

NOTE: The difference between purchases and sales is that Purchases show sales resulting from your ad campaigns while Sales indicates your product sales overall both internal and external.

Is Amazon Attribution Available for All Sellers?

No, Amazon Attribution is not available for all sellers. Access to Amazon Attribution requires that you have a Professional Seller Acount and that you are enrolled in the Amazon Brand Registry.

Can Amazon Attribution Track Off-Amazon Campaigns?

Yes, Amazon Attribution is specifically designed to track the performance of off-Amazon campaigns.

What Are the Costs Associated With Amazon Attribution?

Amazon Attribution is offered at no additional cost to eligible advertisers, including professional sellers enrolled in Amazon Brand Registry.

How Accurate Is Amazon Attribution Data?

Amazon Attribution data is generally considered highly accurate and reliable because it comes straight from Amazon and is based on real user interactions and purchases on the Amazon platform.

Can I Use Amazon Attribution for Social Media Campaigns?

Yes, you can use Amazon Attribution for social media campaigns. Amazon Attribution allows advertisers to track the performance of their marketing efforts on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn (TikTok Ads for Amazon).

How Does Amazon Attribution Integrate With Other Amazon Services?

Yes. Amazon Attribution works with all of Amazon’s other services to give you a full picture of how marketing done outside of Amazon affects sales and how customers act on the Amazon platform.

Final Thoughts: How to get the most out of Amazon Attribution

In conclusion, Amazon Attribution is a great tool for Sellers driving external traffic to Amazon. If you invest in Google, Meta or TikTok ads, using it is an absolute must (TikTok Ads for Amazon).

Before the Amazon Attribution was available, off-Amazon marketing was a black hole for marketers. It was virtually impossible to tell how many Amazon customers were actually buying your product as a result of off-Amazon marketing campaigns.

With Amazon Attribution now widely available, thousands of Amazon sellers across the globe can benefit and grow their Amazon FBA business.

Frequently Asked Questions: Amazon Attribution