How are advertising conversions calculated?

Advertising conversions in MerchantSpring are based on the conversion metrics provided by Amazon Advertising APIs. These conversions represent purchases that Amazon attributes to advertising interactions such as ad clicks.

MerchantSpring retrieves these metrics directly from Amazon rather than calculating them independently.

What Counts as an Advertising Conversion

A conversion typically occurs when:

1. A shopper interacts with an advertisement
2. The shopper completes a purchase within the defined attribution window

If the purchase occurs within the attribution window, Amazon attributes the sale to the advertisement.

Attribution Window Example

For example:

If the purchase occurs within the attribution window defined by Amazon (for example 7 days), the sale may be attributed to the ad interaction.

MerchantSpring will display the attributed conversion once Amazon records the event.

How Conversion Data Appears in Reports

MerchantSpring uses Amazon’s attributed sales data to calculate advertising performance metrics such as:

• Advertising Cost of Sales (ACoS)
• Return on Ad Spend (ROAS)
• Campaign-level revenue

These metrics allow businesses to evaluate advertising effectiveness.

Notes: 

• Attribution windows may cause conversion metrics to appear later than expected.
• Campaign performance metrics may update as Amazon attributes additional sales.
• Attribution models are determined by Amazon and cannot be modified within MerchantSpring.