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Amazon Marketing Cloud Time to Conversion Report Tutorial - Optimize Your Amazon Ads

Published on September 26, 2025

About this video

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Learn how to use Amazon Marketing Cloud time to conversion report to optimize your Amazon advertising campaigns and improve your Amazon listing performance. This comprehensive guide shows you exactly how to access, analyze, and apply conversion timing data to make better decisions about your Amazon PPC campaigns and retargeting strategies.

In this video, you'll discover how to navigate Amazon Marketing Cloud console to create detailed time to conversion reports that reveal when customers actually make purchases after seeing your ads. I'll walk you through the complete process of generating reports with 90-day data ranges, understanding the Excel output format, and creating pivot tables to analyze conversion patterns.

The time to conversion report is essential for Amazon sellers who want to optimize their advertising spend and understand customer behavior patterns. You'll learn how to interpret the confusing data columns, including brand halo sales and advertised ASIN purchases, and see real examples showing that 60-70% of purchases happen within the first day of ad exposure.

This Amazon advertising tutorial covers practical applications for retargeting campaigns, showing why 30-day retargeting windows might not make sense when most conversions happen within hours of ad clicks. I'll also explain the difference between first-click and last-click attribution models and how they impact your Amazon advertising strategy.

Whether you're managing Amazon sponsored ads, optimizing product listings, or planning retargeting campaigns, understanding conversion timing helps you allocate budget more effectively and improve your Amazon advertising ROI. The video includes step-by-step instructions for creating custom templates and pivot tables to make the data more actionable.

Perfect for Amazon sellers, Amazon advertising managers, and anyone looking to improve their Amazon marketing performance through data-driven insights. No prior Amazon Marketing Cloud experience required - this tutorial makes AMC accessible for beginners while providing valuable insights for experienced advertisers.

Contents: 00:06 - Introduction to time to conversion report and Amazon Marketing Cloud navigation 00:44 - Creating custom time to conversion reports with 90-day data range 01:18 - Understanding Excel output format and data columns explanation 02:33 - Creating pivot tables and templates for better data analysis 03:23 - Analyzing conversion timing patterns and real account examples 04:00 - Last click attribution considerations and potential limitations 04:40 - Practical applications for retargeting campaigns and budget optimization 05:34 - Key takeaways for product pricing and offer optimization

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Transcript

Hey guys and welcome to another video. Let's stick with AMC for a little bit. Today I like to cover time to conversion report because it's really easy to use and in short period of time you'll get information on how much time it usually passes after your visitors last seen your ad to when they actually made a purchase. So stay with me. Just navigate on the left to your Amazon Marketing Cloud console. and you will be presented with the home screen. Now, there's already included time conversion uh in the center of the screen, but it's only for the last seven days. So, let's go and create something with the bigger data range. Go to the use cases, then type time to conversion. That was obvious. Okay, time to conversion. And then you will see the the screen. I like to name every report that we create with the date uh and then what's the report and what's the date range. I select the last 90 days for this account because I want to capture what was happening in the last 90 days. The more data the better, at least in this case. Then just navigate here and click submit. Once you do that, you will be presented with the Excel sheet that looks a little bit confusing like this. uh but it's nothing serious really. So first here you will see your um brand name then you will see the campaign campaign ID string and this like a 10 time conversion but it's it's a little bit messy what it actually means it was pretty confusing for me at the beginning 1 2 3 4 6 7 up to nine. That's like the the the rating from the lowest to highest highest is seven plus days in this occasion and the lowest is less than 1 minute. Then you have the purchases column which is which are the actual purchases of the advertised as and then total brand purchases include the sales from the advertised as and the brand halo sales. Brand halo sales are the sales that happened uh for example somebody else bought somebody bought the other products not the actual advertised one but for example advertise one plus a few others that you have to offer. Now to get things a little bit more clear, what I like to do, I have created this uh little template, it's it's fairly easy. So just I added one additional column called clean time to conversion, but I just stripped these numbers to have a little bit cleaner data, which allows me to do some basic pivot tables to better understand the data. Now, what I like to do here is just I have a pivot table. Again, pretty simple. As I said, AMC for the majority of you is so simple to use. So, don't be afraid to actually try it. I'm really pushing everybody to use it as much as they can. So, here what we have is a sort of table. So, how many purchases happen in less than a minute, one in the first 10 minutes, first two hours, and on and on. and the visual representation of that. So you can see here as I've seen for several of the accounts majority of sales actually happen in the first I don't know two three hours here you can sum it up if you like but here roughly we can see that in the first day 60 or even 70% of purchases happen. Now that's that's really interesting data. For example, if you're spending money on, for example, uh retargeting for people who already viewed your product and you use a date range of 30 days that most of the cases doesn't make much sense. If this is the case that majority of them actually buy in the first few hours of seeing you of lasting seeing your ad. Having said that, it's based on the last clicked ad which is also important. So there can be uh a case that when they for example they they may be see they may have seen your product elsewhere like it could be seventh time that they seen your last ad and after the seeing your last ad they decided to buy it. So it could be that they made a decision to buy your product and then went on Amazon search your product and your ad came up and they clicked the ad. So yes, that can be the case and a little bit misleading but still for this account I went ahead and compared also through Amazon marketing cloud what's the difference between the first click attribution and last click attribution and you can then compare the difference and for this it was uh insignificant difference in in conversions between uh first click and last click. So I can now see that majority of sales happen in the first few hours. And that's something that I need to have in mind that once I have the intention of the buyer, it I have really I I need to make them buy as as quick as possible. So do not navigate. So my offer really needs to be pretty good. This can be different if your product is more expensive. this price of this product is around $30, but if it's something higher, then most probably people will think more when buying. So, take also that context into consideration. Uh, it was a nice and short video. Let me know if you have any comments or questions and I'll be glad to answer them. Bye-bye, guys.

Frequently asked questions

What is the AMC Time to Conversion Report and what does it reveal that standard attribution reports cannot?

The Time to Conversion Report in Amazon Marketing Cloud shows how much time passed between a shopper's last ad interaction and when they completed a purchase. Standard attribution windows in Campaign Manager show only whether a sale occurred within 7 or 14 days of a click, not when within that window the purchase actually happened. The AMC report breaks conversions down into time buckets ranging from less than one minute to seven or more days, giving you a distribution of how quickly shoppers convert after seeing your ads. This data is useful for calibrating retargeting window lengths, understanding how price-sensitive your shoppers are, and confirming whether your ad experience is generating immediate intent or slower consideration behavior.

How do you set up and run the Time to Conversion Report in Amazon Marketing Cloud?

Navigate to your AMC console and go to Use Cases. Search for time to conversion and select the template. Name the report with today's date and the date range you are using, which should be at least 90 days to give the data enough volume to be meaningful. Select your time zone and submit. The resulting Excel file contains columns for campaign ID, time bucket codes ranging from 1 for less than one minute through higher numbers for longer windows, the number of purchases of the advertised ASIN, and total brand purchases including Brand Halo sales. Adding a clean time label column and building a simple pivot table with time bucket as the row and purchases as the value makes the distribution immediately readable.

What does the data typically show about when most Amazon purchases happen after an ad interaction?

For most lower-to-mid-priced products, roughly 60 to 70% of purchases happen within the first day of the shopper's last ad exposure, with a large portion of those occurring within the first few hours. This means that for a product in the $30 range, the vast majority of conversions from any given ad interaction are captured very quickly, and the longer tail of the attribution window adds relatively few additional purchases. For higher-priced products where shoppers take more time to research and compare, the distribution shifts toward longer conversion windows, which is worth checking separately rather than assuming the same pattern applies across all products in a catalog.

What does the Time to Conversion data imply about retargeting window lengths for DSP or Sponsored Display campaigns?

If 60 to 70% of purchases happen within the first day of ad exposure, running a retargeting campaign with a 30-day lookback window means the majority of your remarketing audience consists of shoppers who have already made their decision, whether to buy or not, long before they see your retargeting ad. For a product with a fast conversion pattern like this, a shorter retargeting window of 7 to 14 days is likely to produce better results because it focuses budget on shoppers who viewed the product more recently and are more likely to still be in a decision-making state. The data should inform the lookback period you set when building product views audiences in DSP or Sponsored Display rather than defaulting to the longest window available.

What is the difference between last-click and first-click attribution in the Time to Conversion Report, and why does it matter?

Last-click attribution credits the sale to the most recent ad interaction before the purchase. First-click attribution credits it to the first ad interaction in the shopper's path. The Time to Conversion Report is based on last-click by default, which means a shopper who saw your product six times over several days and then clicked a Sponsored Products ad five minutes before buying would show up as a less-than-one-minute conversion, even though the actual decision was built over a longer consideration period. Amazon Marketing Cloud allows you to run a comparison between first-click and last-click attribution, and if the difference in conversion counts is small, it confirms that your ad interactions are genuinely driving immediate purchases rather than just being the last touchpoint in a longer journey. If the difference is large, it signals that your ads are playing a discovery role earlier in the funnel rather than a direct conversion role at the end.