How does MerchantSpring calculate advertising attribution?

Advertising attribution in MerchantSpring is based on Amazon’s attribution model, which determines how sales are credited to advertising interactions.

MerchantSpring does not calculate attribution independently. Instead, it retrieves attributed sales data directly from Amazon Advertising APIs.

This ensures that campaign performance metrics match the attribution methodology used within Amazon’s advertising ecosystem.

How Amazon Attribution Works

Amazon tracks user interactions with advertisements, such as:

• ad impressions
• ad clicks

If a customer later completes a purchase within the attribution window, Amazon attributes the sale to the relevant advertisement.

Attribution Windows

Amazon typically uses attribution windows to determine whether a purchase should be linked to an advertisement.

For example:

• Sponsored Products may use a 7-day attribution window
• Sponsored Brands may use longer attribution windows depending on campaign configuration

If the purchase occurs within the attribution window after the ad interaction, it may be attributed to that campaign.

How MerchantSpring Displays Attributed Sales

MerchantSpring retrieves attributed sales metrics from Amazon and incorporates them into advertising reports.

These metrics are used to calculate performance indicators such as:

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

Notes: 

• Attributed sales may appear after a delay due to attribution windows.
• Advertising reports may update as Amazon assigns additional conversions.
• Attribution models are defined by Amazon and cannot be modified within MerchantSpring.