Measurement, Reporting, and Attribution
Measuring DSP
Key concepts: impressions, clicks, CTR, viewability, reach and frequency, CPM, and conversions. Amazon DSP reporting offers dimensions like line item, creative, supply source, and audience, plus in-platform vs. off-Amazon measurement. Amazon Attribution measures how Amazon ads drive off-Amazon actions (e.g., a brand's own site), while DSP reporting covers delivery and on-Amazon outcomes.
Attribution nuances
Understand view-through vs. click-through conversions, attribution windows, and deduplication. Cross-device and household-level measurement matter for CTV, where clicks are not the primary signal. Brand-lift and sales-lift studies measure incremental impact beyond last-touch.
Traps
- Confusing Amazon Attribution (off-Amazon outcomes) with DSP delivery reports.
- Ignoring view-through conversions and attribution windows when judging performance.
- Treating CTV like display and expecting clicks.
- Double-counting conversions without deduplication.
Worked example
A brand runs DSP to drive traffic to its own site. Use Amazon Attribution tags to capture click and view-through conversions within the chosen window, then compare against DSP delivery reports for reach and frequency. For CTV, lean on reach/frequency and brand-lift rather than CTR, since clicks are rare on the big screen.