# Amazon Ads + Amazon Attribution integration and analysis

Connect Amazon Ads and Amazon Attribution to Hendrik. Keep on-Amazon Amazon Ads reporting separate from tagged off-Amazon Amazon Attribution data while reviewing demand.

## The question this stack can answer

Are Amazon Ads and Amazon Attribution telling the same story?

## What Hendrik reads from each source

- **Amazon Ads:** Amazon Ads spend, delivery, and attributed sales show the advertising side of the marketplace question.
- **Amazon Attribution:** Tagged off Amazon activity shows what Amazon Attribution reports for that tag and destination.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Amazon Ads account for the stated marketplace and comparison window.
- Connected Amazon Attribution data with a known tagged destination and attribution window.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- Amazon Ads attribution is not a deduplicated marketplace financial total or proof of incremental sales.
- Tagged Amazon Attribution results need a real tag, destination, and window; they do not establish shared campaign identity elsewhere.

## Illustrative example

### Amazon Ads + Amazon Attribution review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- attributed sales (USD, 28 days) (Amazon Ads): 64,000 USD → 78,000 USD
- attributed Amazon sales (USD, 28 days) (Amazon Attribution): 22,000 USD → 28,000 USD
- amazon ads spend (USD, consecutive 28-day periods) (Amazon Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Profile and product scope:** Check Amazon Ads profile, marketplace, target changes, and advertised-product identity before interpreting attributed sales.
- **Tag and marketplace identity:** Check the Attribution tag, marketplace, attribution window, and the established identity of the external activity.
- **Explain the divergence:** Amazon Ads: attributed sales (USD, 28 days) changed from 64,000 USD to 78,000 USD. Amazon Attribution: attributed Amazon sales (USD, 28 days) changed from 22,000 USD to 28,000 USD. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Amazon Ads attributed sales and spend rose. Amazon Attribution attributed Amazon sales rose.

### What to do next

Review the two measurement programs separately before reallocating budget; reassess when profile, tag, and marketplace scope are documented.

**Limit:** Do not sum on-Amazon attributed sales with Amazon Attribution outcomes.

## Provider documentation

- [Amazon Ads documentation](https://advertising.amazon.com/resources/library/guides)
- [Amazon Attribution documentation](https://advertising.amazon.com/help/GBT6KJJEM7NDJG6U)

## Start with this stack

[Create a workspace and connect Amazon Ads + Amazon Attribution](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-amazon-ads-amazon-attribution&combination=amazon-ads-amazon-attribution)