How to Optimize Amazon Campaigns Using Click and View Attribution in Shirofune

Introduction

Amazon advertisers often ask:
“What should I optimize my campaigns for on Amazon?”
The answer depends heavily on how Amazon handles attribution. This article explains Amazon's attribution model, the difference between click and view conversions, and how to make data-driven optimization decisions using Shirofune.

1. Amazon’s Attribution Window

• Amazon uses a 7-day or 14-day attribution window.
  
  
• If a user clicks a top-of-funnel ad and converts within the window, the conversion is attributed to that campaign.
  
  
• However, attribution gets more complex when bottom-of-funnel or branded campaigns are involved.
  
  

2. Top-of-Funnel vs. Bottom-of-Funnel Attribution

• Top-of-funnel campaigns are often the first touchpoint, generating initial interest.
  
  
• Bottom-of-funnel (BoF) or branded campaigns may appear to convert better because of Amazon’s default attribution model.
  
  

Key Insight:

• Amazon tends to attribute conversions to BoF campaigns, even when the user initially clicked a top-of-funnel ad.
  
  

3. Click and View Conversion Types in Amazon

Shirofune allows you to isolate these conversion types for clarity:

• Purchase Click Revenue
  
  
  • Conversion is attributed only when a user clicks on a BoF ad.
    
    
  • Example: User clicks both TOF and BoF → conversion is assigned to BoF.
    
    
• Purchase Click or View Revenue (Amazon Default)
  
  
  • Includes view-through conversions:
    
    
    • If a user clicks a TOF ad and views a BoF ad, the BoF ad gets credit.
      
      
  • This inflates the performance of BoF campaigns in reports.
    
    

4. Real-World Example

• A client used only 7-day attribution at first and saw zero revenue for BoF campaigns.
  
  
• After switching to include Click + View attribution, BoF sales aligned with what Amazon reported.
  
  
• The client later decided to exclude view-based attribution, focusing on click-only conversions for more accurate optimization.
  
  

5. How Shirofune Helps

• With Shirofune, you can:
  
  
  • Isolate and filter Amazon conversions by type.
    
    
  • Compare results with and without view attribution.
    
    
  • Adjust your strategy based on true campaign impact.
    
    

Conclusion

Optimizing Amazon campaigns requires understanding how click and view attribution work. Shirofune gives you the tools to break down attribution data and make smarter decisions. If you’re unsure which approach is best for your business, the Shirofune team is happy to help analyze your setup.

Would you like help configuring attribution settings for your Amazon campaigns?