Quick answer: Amazon Attribution is a free tool that generates unique tracking URLs. Add one to your Facebook ad's Website URL field. Then see exactly which ads drive Amazon clicks, add-to-carts, and purchases, all inside a single Attribution report with a 14-day window.
What Is Amazon Attribution?
Amazon Attribution closes the gap between your Facebook spend and your Amazon revenue. Per Amazon Ads documentation, it is a free, self-service analytics measurement solution that shows you the on-Amazon impact of ads running on non-Amazon channels including Facebook, Instagram, search, display, email, and more.
Free measurement tool for non-Amazon channels
The tool costs nothing. No subscription. No minimum spend. Amazon Attribution is available to eligible sellers, vendors, and agencies at no charge.
Tracks impact on Amazon conversions and sales
It measures the full conversion path. From an ad click on Facebook to a purchase on Amazon, every step is tracked. You see add-to-cart rates, purchase rates, units sold, and total product sales.
Works across Facebook, Instagram, and other paid/organic channels
Amazon Attribution supports paid social, search, display, video, email, and affiliate campaigns. Facebook and Instagram are both covered. One dashboard shows you how every channel contributes to on-Amazon revenue.
Who Can Use Amazon Attribution?
Access is not universal. You need to meet specific requirements before signing up.
Eligibility: professional sellers, vendors, KDP authors, agencies
Amazon Attribution is available to professional sellers enrolled in Amazon Brand Registry, vendors, KDP authors, and agencies with eligible clients. Individual selling plan holders are not eligible.
Geographic availability requirements
Per Amazon Ads documentation, the tool is available in North America (US, CA, MX), South America (BR), Europe (DE, ES, FR, IT, NL, SE, TR, UK), Middle East (KSA, UAE), and Asia Pacific (AU, IN, JP, SG). Advertisers outside these regions may still qualify if they sell into supported country stores.
Registration in Amazon Brand Registry (for most sellers)
Brand Registry enrollment is required for most seller types. If you haven't enrolled, start there. Vendors and agencies have separate access paths through their account types.
How Amazon Attribution Works with Facebook Ads
Amazon Attribution creates unique tracking URLs tied to each campaign. When a shopper clicks your Facebook ad, that URL records the click and follows the shopper through to the Amazon purchase.
Attribution tags: unique tracking URLs generated per campaign
Each attribution tag is a distinct URL. You create it in the Amazon Ads console, one tag per ad group or creative. It links directly to your Amazon product detail page or Store.
Last-touch attribution model explained
Amazon Attribution uses last-touch attribution. Per SellerMetrics' breakdown, if a shopper clicks your Facebook ad and later clicks a Pinterest ad before buying, the purchase goes entirely to Pinterest. Only the final click earns credit. Keep this model in mind when comparing channel performance.
Integration with Facebook Ads Manager
Adding the attribution tag is straightforward. Paste it into the Website URL field at the ad level inside Facebook Ads Manager. No third-party integration. No code required.
14-day attribution window
Attribution reports cover a 14-day window. Any purchase that happens within 14 days of a click gets counted. Plan your analysis cycles around that window.
Step-by-Step: Setting Up Amazon Attribution for Facebook Ads
Follow these steps in order. Most sellers complete setup in under 30 minutes.
Sign up and create attribution campaign in Amazon Ads console
Log into advertising.amazon.com. Navigate to Measurement and Reporting, then Amazon Attribution. Create a new attribution campaign. Match the campaign name to your Facebook campaign name exactly. This makes cross-referencing reports fast.
Generate attribution tag for your Facebook campaign
Inside the campaign, create an attribution tag. Select Facebook as the publisher. Add the product ASIN or Store URL you want to track. Amazon generates a unique tracking URL for that ad.
Add tag to Facebook Ads website URL
Go to Facebook Ads Manager. Open the specific ad you want to track. Find the Website URL field at the ad level. Paste the Amazon Attribution tag there. It belongs at the ad level, not the campaign or ad set level.
Link to product detail pages or Store
Your attribution tag must point to an Amazon product detail page or your Amazon Store. Linking to off-Amazon landing pages breaks the tracking. Amazon Attribution only measures on-Amazon behavior.
Test the tracking link before launch
Click the link before the campaign goes live. Confirm it resolves to the correct Amazon page. A broken link costs you data and sales. Fix it before spending a dollar.
Key Metrics You'll Track
Amazon Attribution reports give you a full picture of shopper behavior after the ad click.
Engagement: clicks, detailed page views, view rates
Track clicks, detailed page views (DPV), and detailed page view rate (DPVR). DPV tells you how many shoppers actually read your listing after clicking. DPVR compares that to total clicks, revealing listing quality issues.
Amazon conversions: add-to-cart, purchases, units sold
The core conversion metrics are add-to-cart (ATC), add-to-cart rate (ATCR), purchases, purchase rate, units sold, and total product sales. These numbers show what your Facebook spend is actually producing on Amazon.
New-to-brand metrics
New-to-brand purchases show how many buyers are first-time customers for your brand on Amazon. According to an Amazon internal study (November 2020 to April 2021), advertisers who optimized using Attribution insights saw an average 18% increase in new-to-brand sales.
Cross-device tracking
Amazon Attribution tracks across devices. A shopper who clicks on mobile but purchases on desktop still gets counted. You get accurate attribution regardless of device switching.
Complementary Tracking: Facebook Pixel + UTM Parameters
Amazon Attribution answers the Amazon-side question. Other tools handle the Facebook-side picture.
Facebook Pixel for retargeting audiences
Install the Facebook Pixel on any off-Amazon assets you control, like a landing page or website. Use Pixel data to build retargeting audiences. Note. per Amazon Attribution policy, you cannot use Attribution data itself to build audiences that divert shoppers away from Amazon.
UTM parameters for multi-touch insights
Add UTM parameters to your attribution URLs alongside the Amazon tag. This gives you multi-touch data in Google Analytics or similar tools. Amazon Attribution is last-touch only. UTMs give you the fuller journey.
When to use each tracking method
Use Amazon Attribution for on-Amazon conversion data. Use the Facebook Pixel for retargeting and audience building. Use UTMs for full-funnel analysis across all channels. They work together.
Best Practices for Amazon Attribution + Facebook
Good data hygiene makes Attribution reports far more useful.
Name campaigns consistently across platforms
Use the same campaign name in both Amazon Attribution and Facebook Ads Manager. Inconsistent naming creates confusion at scale and makes reporting slower.
Test different creatives and messaging
Run multiple ad creatives with separate attribution tags. Each creative gets its own tag. Then you see which image, headline, or offer actually drives Amazon purchases, not just Facebook clicks.
Optimize in-flight based on attribution data
Don't wait until a campaign ends. Check Attribution reports mid-flight. Pause underperformers. Increase budget on ads that drive real Amazon conversions.
Identify high-value products and audiences
Attribution data reveals which products attract first-time buyers and which drive the strongest purchase rates. Double down on the products and audiences producing the best new-to-brand numbers.
How to Optimize Facebook Ads Using Amazon Attribution Insights
Attribution data is only useful if you act on it.
Review reports and identify top-performing ads
Download or review Attribution reports weekly. Sort by purchases and product sales. Find which ads drove real Amazon revenue, not just clicks.
Reallocate budget to winners
Move budget from low-converting ads to top performers. Amazon Attribution gives you the conversion data. Facebook Ads Manager gives you the budget controls. Use both together.
Test variations of top creatives
Take your best-performing ad and test new versions. Change the image. Swap the headline. Try a different offer. Each variation gets its own attribution tag. Let the data pick the winner.
Build audiences for retargeting
Use Facebook Pixel data from shoppers who clicked your attribution links but didn't convert. Retarget them with stronger offers or social proof creatives. Attribution tells you who to chase. Pixel audiences tell you how to reach them.
Coinis: Generate and Optimize Facebook Ads for Amazon Faster
Amazon Attribution tells you what's working. Coinis helps you build more of it, faster.
Image Ads: create Amazon-ready Facebook creatives from product URLs
Paste your Amazon product URL into the Image Ads workflow. Coinis pulls the product details and generates Facebook ad creatives built around your listing. No design team. No stock photos. Ready to test in minutes.
Brand Profile: maintain consistent voice and visual identity
Brand Profile learns your brand's tone, colors, and messaging. Every creative you generate stays on-brand. When you're running multiple Facebook campaigns across multiple products, consistency drives recognition. Recognition drives conversions.
Revise: quickly test variations identified in Attribution data
Attribution data points to winners. Revise turns those winners into a full creative set. Variate generates fresh versions of your top-performing ad. Smart Resize adapts it to every Facebook placement. All without starting from scratch.
Or let Coinis do it.
From a product URL to a live Meta campaign. AI-generated creatives. On-brand copy. Direct publish to Facebook and Instagram. Real performance reporting. All in one platform.
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Frequently Asked Questions
Is Amazon Attribution free to use?
Yes. Amazon Attribution is completely free. There is no subscription fee and no minimum ad spend required. You need to be an eligible professional seller enrolled in Amazon Brand Registry, a vendor, KDP author, or an agency with eligible clients.
How do I add an Amazon Attribution tag to a Facebook ad?
Create an attribution tag in the Amazon Ads console under Measurement and Reporting. Then go to Facebook Ads Manager, open the specific ad you want to track, and paste the attribution URL into the Website URL field at the ad level. Do not add it at the campaign or ad set level.
What attribution model does Amazon Attribution use?
Amazon Attribution uses a last-touch attribution model. If a shopper clicks multiple ads from different channels before purchasing, 100% of the conversion credit goes to the last channel clicked before the purchase. The reporting window is 14 days from the initial click.
Can I use the Facebook Pixel and Amazon Attribution at the same time?
Yes. They serve different purposes. Amazon Attribution tracks on-Amazon conversions driven by your Facebook ads. The Facebook Pixel tracks off-Amazon behavior and helps you build retargeting audiences. You can also layer in UTM parameters for multi-touch analysis across all your channels.