Amazon uses different attribution windows depending on ad type and account type:
Ad Type | Sellers | Vendors |
|---|---|---|
Sponsored Products | 7 days | 14 days |
Sponsored Brands | 14 days | 14 days |
Sponsored Display | 14 days | 14 days |
This means if you're a Seller, your Sponsored Products sales in Amazon's campaign manager only count purchases within 7 days of a click, while everything else uses 14 days. This makes it difficult to compare performance across ad types.
For consistency and apples-to-apples comparison across ad types, AdLabs uses 14-day attribution for everything. We also store the 7-day sales data (both are available from Amazon's API) and plan to allow users to set their preferred attribution window in the future.
If you're a Seller and your AdLabs numbers look slightly higher than what you see in Seller Central for Sponsored Products, this is likely why. You're not missing anything. AdLabs is just counting a wider window of attributed sales.
If you're a Vendor, your numbers should be very close since Amazon already uses 14-day attribution across all your ad types.
