Amazon Advertising Attribution Models Explained - Beyond Last Touch PPC Analytics

Published on December 23, 2025

About this video

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Learn about Amazon advertising attribution models beyond the default last touch attribution in Amazon Campaign Manager. This video explains the four main attribution models available for Amazon PPC campaigns and how to access them through Amazon Marketing Cloud.

I cover the four attribution models you can use to measure your Amazon ads performance. First touch attribution gives all credit to the first ad interaction, which helps you understand how customers discover your brand initially. Last touch attribution is the default setting in Campaign Manager and assigns all credit to the final clicked ad before conversion.

Linear attribution splits credit equally across all touchpoints in the customer journey. If a customer sees your sponsored display ad, streaming TV ad, and sponsored product ad, each campaign gets 33% attribution credit. Position based attribution allows customization where you can assign different percentages to first and last touches, like 70% to first click and 30% to last click.

The video demonstrates how to access these attribution reports through Amazon Marketing Cloud. You can find attribution use cases by searching for attribution in the use cases section. Running these different attribution models helps you understand the true impact of your Amazon advertising campaigns rather than relying solely on last touch data.

This is particularly valuable for measuring brand awareness campaigns versus conversion oriented campaigns. Each attribution model provides different insights into your Amazon PPC performance and customer journey analysis.

Contents: 0:00 Introduction to Attribution Models 0:30 First Touch Attribution Explained 1:12 Last Touch Attribution Details 1:59 Linear Attribution Model 2:48 Position Based Attribution 3:13 How to Access Reports in Amazon Marketing Cloud 3:48 Why Different Attribution Models Matter 4:02 Next Steps and Conclusion

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Transcript

Hi guys, in this video I would like to touch additional attribution models inside campaign manager. I don't think there's enough talk about this and it gives us additional layer to how our campaigns are performing based on what we want to accomplish. Is it a brand awareness campaign? Is it conversionoriented campaign? So there are four main types of attribution. By default we have last touch but it's not the only one. We have first touch, last touch, linear and position based. So first touch as the the name suggest attributes all the credits for the conversion to the first click that uh customer saw. So it may be that they saw sponsor display ad first. So in this case the all the credit for the sale is going to go towards first touch. Then by default last touch would be is enabled in the campaign manager and everything you see inside your campaign manager is actually last touch. So all the credit goes to the last clicked ad. Now both of these have their pros and cons. So as uh first touch helps you understand how shoppers are discovering your brand. As I said uh and ignoring everything else which happened after the first click or first view you know similar to similar to that last touch ignores everything that happened before that. So if you run your sponsor brand ads uh on your brand name and then somebody typed your brand clicked on your on on that particular keyword that you're advertising your branded keyword and they convert you would say see you would think that they actually converted because of your you know branded keyword but their decision was you know was made before that. Now we have the third one, the linear one. Um, it's a balance because it splits uh the attribution towards all of the touch points. So if your customers saw your sponsored display, then saw your streaming TV, then sponsor product ad, all of these three types of ads, three types of campaigns will get 33% of attribution, which may sound fair, but you know, if that works for you, yeah, you can use it. Um, but I don't like it that much, you know, because it's kind of general approach and it's not aligned towards what you want to see. As I said, if it's if you're running specific campaigns only for awareness or are they oriented towards the conversions? Then the last one is position based which kind of um evaluates the impact of the actual sales. So was it more towards and you get to to choose if it's going to be more like 70% towards the first click and 30% towards the last click or vice versa. So you get some kind of a customization for that. Um the takeaway for you is that you should know that these four are available and you can get the report on each one of these from the Amazon marketing cloud. It's not hard. Just go to your Amazon marketing cloud, go to the use cases and type attribution and you will see each of the reports it can run for the first touch, last touch, linear and position based. And you can determine what are the differences in the results when running uh these four types of of of reports and then see the true impact of your campaigns, you know, because if you stick with last touch only, you know, yeah, that gives you some kind of an idea what's happening. But for the true measurement of the performance of your campaigns with a really fine-tuned strategies that you run through PPC, this is where you need to go. Uh, let me know if you need any additional help um on this topic and I'll be glad to answer them in the comments. See you tomorrow with the next video. Bye-bye.

Frequently asked questions

What are the four attribution models available through Amazon Marketing Cloud and how do they differ?

First-touch gives all conversion credit to the first ad a shopper interacted with, making it useful for understanding how customers discover your brand. Last-touch, the default in Campaign Manager, gives all credit to the final clicked ad before purchase, which tends to favor lower-funnel campaigns like branded Sponsored Products. Linear splits credit equally across every touchpoint in the customer journey, so if a shopper saw a Sponsored Display, a Streaming TV ad, and a Sponsored Product ad, each gets 33%. Position-based lets you assign custom weights to the first and last interactions (for example 70% to the first click and 30% to the last), giving you flexibility to reflect what matters most in your specific strategy.

Why does relying only on last-touch attribution in Amazon Campaign Manager give an incomplete picture of campaign performance?

Last-touch ignores everything that happened before the final click, which means upper-funnel campaigns like Sponsored Display, Streaming TV, or DSP get no credit for the role they played in building awareness or nudging a shopper toward the purchase. A customer who saw your DSP ad, then a Sponsored Brands ad, and finally converted through a branded Sponsored Products click would make that branded keyword look like the sole driver of the sale, potentially leading you to cut the awareness campaigns that were doing the real work earlier in the journey.

How do you access multi-touch attribution reports in Amazon Marketing Cloud?

Log in to Amazon Marketing Cloud, navigate to the Use Cases section, and search for "attribution." You will find pre-built instructional query templates for each of the four models: first-touch, last-touch, linear, and position-based. Running these reports alongside your standard Campaign Manager data lets you compare how credit is distributed across your campaigns under different models and identify which ad types are contributing more to conversions than last-touch reporting alone would suggest.