Welcome to Incremental’s Amazon Advertising Guide.
In this document, you’ll be able to read the Incremental and partner definitions of specific data types, compare their origin fields in the partner channel, and learn about data availability for that channel. Click on the section below to get started.
Amazon Advertising Data Availability
| Incremental | Amazon Advertising | ||
| Module / Dashboard | Partner Source | TW Availability | Notes |
| Marketing | API | Daily | Data updated by 10am ET for the prior day's data (with a 14-day lag for fully-stated data to account for attribution window) |
Amazon Advertising Terminology
| Incremental Metric | Amazon Advertising Console Definition | Module / Dashboard |
| Attributed Sales | Sales | Marketing |
| Clicks | Clicks | Marketing |
| Conversions | Orders | Marketing |
| Cost | Spend | Marketing, Finance |
| Impressions | Impressions | Marketing |
| Engagements | Clicks | Marketing |
| Search Term | Customer Search Term (as found in Search Term Reports) | Marketing |
| Product ID | ASIN | Product Catalog |
| Channel Company ID | Profile ID | Product Catalog |
Frequently Asked Questions
How are attribution and conversion metrics calculated?
Incremental’s data reflects purchases captured by Amazon's closed-loop attribution and conversion tracking. Attributed sales and conversions reflect a 14-day click-through model.
Why do attributed metrics (e.g. ad-attributed revenue) change over time?
Amazon tracks conversions within a 14-day click-through window. Given that there may be a delay between an ad interaction occurring and a conversion being attributed to it, the data associated with said conversion may appear several days later. See Amazon's support center documentation on sales attribution for more information.
What types of Amazon campaigns are supported?
Incremental currently supports Sponsored Product, Sponsored Brand (including Sponsored Brand Video), Sponsored Display, and Sponsored TV campaigns.
What types of data can I expect to see with an Amazon Advertising connection?
This integration provides campaign-level performance metrics for Sponsored Product and non-video Sponsored Brand campaigns, including segmentation by both product and search term. Amazon Advertising does not support demographic and geographic segmentation at this time.
Have another question? Click here to reach out to our support team.