Problem
In the Amazon shopping journey, customers typically interact with multiple ads before completing a purchase. However, Amazon’s attribution model credits the conversion only to the last ad clicked, ignoring previous ads that may have influenced the buying decision.
Without understanding the full conversion path, advertisers may:
Overvalue the last-clicked ad while undervaluing earlier touchpoints that influenced the purchase.
Miss opportunities to optimize ad sequencing and budget allocation for maximum impact.
Solution
The Path to Conversion Report in Amazon Marketing Cloud (AMC) provides a complete view of the customer journey, showing how different ads contribute to a purchase.
What You Get in This Report
Conversion Paths – The sequence of ads a customer engaged with before purchasing.
Performance Metrics – Spend, Sales, ROAS, Orders, etc., for each touchpoint.
Example Insight
In the example above, you can see:
When users interact with multiple ad types during their journey, they tend to have a much higher conversion rate compared to those exposed to only one ad type, such as Sponsored Products. In this case, the SD → SP → SB path is the most effective for the brand.
Users who interact only with Sponsored Products ads have the highest ACOS, yet the brand is spending significantly on SP ads alone.
Sponsored vs DSP Share Graph
This chart breaks down your ad performance based on whether the customer’s path included only Sponsored Ads, only DSP ads, or a mix of both. In the example above, users exposed to both Sponsored Ads and DSP ads have the highest conversion rate.
Touchpoint Share
This chart provides a breakdown of your ad performance based on the number of ad types customers were exposed to—whether it was one ad type (1 touchpoint), two ad types, three ad types, or four ad types.
Actions to Take Based on the Report
Optimize Ad Sequences
If customers who first see Sponsored Brands ads and then Sponsored Products ads have the highest conversion rate, create an audience of shoppers who have viewed your Sponsored Brands ads but haven’t converted yet. Then, boost bids for them in Sponsored Products to increase the chances of your ads showing more often to this audience segment and driving conversions effectively.
Adjust Sponsored Ads & DSP Mix
If DSP contributes significantly to conversions, increase DSP investment for broader audience targeting.
If Sponsored Ads perform better, allocate more budget to Sponsored Products & Sponsored Brands.