# Google Ads + Amazon Attribution integration and analysis

Connect Google Ads and Amazon Attribution to Hendrik. Use a verified Amazon Attribution tag to compare Google Ads activity with Amazon’s separate off-Amazon attribution program.

## The question this stack can answer

What did Amazon Attribution see from tagged Google Ads traffic?

## What Hendrik reads from each source

- **Google Ads:** Spend, delivery, and Google reported conversions show the Google Ads side of the 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 Google Ads account with spend and conversion reporting for the stated 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

- Google-reported conversion value is platform attribution, not incremental revenue or a deduplicated business total.
- Tagged Amazon Attribution results need a real tag, destination, and window; they do not establish shared campaign identity elsewhere.

## Illustrative example

### Google 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. This example assumes the named external campaign or message used the specified Amazon Attribution tag. Verify that relationship in your setup.

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

- reported conversion value (USD, 28 days) (Google Ads): 88,000 USD → 105,000 USD
- attributed Amazon sales (USD, 28 days) (Amazon Attribution): 22,000 USD → 28,000 USD
- Google Ads spend (USD, consecutive 28-day periods) (Google Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Conversion and delivery settings:** Check Google Ads conversion actions, attribution window, change events, and campaign mix before interpreting reported value or leads.
- **Tag and marketplace identity:** Check the Attribution tag, marketplace, attribution window, and the established identity of the external activity.
- **Explain the divergence:** Google Ads: reported conversion value (USD, 28 days) changed from 88,000 USD to 105,000 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

Google Ads reported higher conversion value as spend rose. Amazon Attribution attributed Amazon sales rose.

### What to do next

Confirm the tag-to-campaign identity before using the comparison in a spend review; reassess when the same tag and window remain valid.

**Limit:** Google Ads value and Amazon Attribution outcomes use different measurement systems and must not be summed.

## Provider documentation

- [Google Ads documentation](https://support.google.com/google-ads/)
- [Amazon Attribution documentation](https://advertising.amazon.com/help/GBT6KJJEM7NDJG6U)

## Start with this stack

[Create a workspace and connect Google 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-google-ads-amazon-attribution&combination=google-ads-amazon-attribution)