# Meta Ads + Amazon Attribution integration and analysis

Connect Meta Ads and Amazon Attribution to Hendrik. Compare a verified tagged Meta Ads activity with Amazon Attribution’s marketplace-specific off-Amazon data.

## The question this stack can answer

What did Amazon Attribution see from tagged Meta traffic?

## What Hendrik reads from each source

- **Meta Ads:** Spend, delivery, and Meta reported conversions show the Meta 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 Meta Ads account with delivery 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

- Meta attribution remains separate from store, payment, or CRM outcomes; do not sum it with another platform’s conversion value.
- Tagged Amazon Attribution results need a real tag, destination, and window; they do not establish shared campaign identity elsewhere.

## Illustrative example

### Meta 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) (Meta Ads): 71,000 USD → 82,000 USD
- attributed Amazon sales (USD, 28 days) (Amazon Attribution): 22,000 USD → 28,000 USD
- Meta Ads spend (USD, consecutive 28-day periods) (Meta Ads): 21,000 USD → 26,000 USD

### What Hendrik checks

- **Attribution and delivery mix:** Check Meta attribution setting, conversion event, placements, audiences, and creative delivery before interpreting reported outcomes.
- **Tag and marketplace identity:** Check the Attribution tag, marketplace, attribution window, and the established identity of the external activity.
- **Explain the divergence:** Meta Ads: reported conversion value (USD, 28 days) changed from 71,000 USD to 82,000 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

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

### What to do next

Verify tag and campaign identity before deciding on a Meta spend change; reassess with the same Attribution window.

**Limit:** Meta attribution and Amazon Attribution are not deduplicated outcomes.

## Provider documentation

- [Meta Ads documentation](https://www.facebook.com/business/help)
- [Amazon Attribution documentation](https://advertising.amazon.com/help/GBT6KJJEM7NDJG6U)

## Start with this stack

[Create a workspace and connect Meta 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-meta-ads-amazon-attribution&combination=meta-ads-amazon-attribution)