Multi-Touch Attribution Metrics (Closed Beta)

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Introduction
Available Metrics and How to Access Them
Factors To Consider
How to Leverage MTA Data
FAQs
Other Related Articles

Introduction

Imagine a customer sees multiple ads before buying something on Amazon. Normally, Amazon only gives credit to the last ad they clicked or viewed before purchasing. It’s like saying, "The last ad they saw before buying did all the work!", even if other ads played a role earlier.
This is called "Last-Touch Attribution" (Standard Amazon Ads Model).

Multi-Touch attribution, instead of giving all the credit to just one ad, spreads the credit across different ads the customer interacted with. But it doesn’t just split credit evenly, it uses smart machine learning to decide which ads were most influential in making the customer buy.

Example

A customer sees different ads for the same product:

A Sponsored Display ad on Monday;
A Sponsored Brands ad on Wednesday;
A Sponsored Products ad on Friday;
They buy the product!

With last-touch, only the Friday ad gets 100% credit.

With multi-touch, Amazon's model figures out which ad influenced the purchase most and splits the credit accordingly. Maybe the Wednesday ad was key in convincing them, so it gets more credit than Monday’s ad.

The main difference? Multi-touch attribution is smarter and fairer and it values the entire journey, not just the last step.

Available Metrics and How to Access Them

The metrics will be the following:

Attributed Sales (multi-touch)
Attributed Sales Same SKU (multi-touch)
Conversions (multi-touch)
Attributed Conversions Same SKU (multi-touch)
Conversion Rate (multi-touch)
Attributed ROAS (multi-touch)
Attributed ACoS (multi-touch)
Average Order Value (multi-touch)

When generating an SP Custom reporting, click on the "Columns (Metrics)" and select among the proposed list:

Factors To Consider

This feature is exclusively available to accounts enrolled in Amazon’s MTA Beta program. Currently, the program is limited to selected US accounts, and access requires submitting a request to Amazon. Once an account joins Amazon’s beta, please notify your Data Strategist so we can enable MTA data retrieval for your Perpetua account.
Only supported for your SP ads within the SP Custom reporting dashboard.
Multi-Touch Attribution is available for ads that were served on, or after, the 15th of November. Multi-touch metrics for prior dates will be 0.
Counts for purchases/orders and units sold may be fractional because multiple ads may have contributed to the conversion.

How to Leverage MTA Data

We recommend advertisers to consider utilizing multi-touch ROAS (Return on Ad Spend) to optimize budget allocation, introduce new investments, or refine bidding strategies.

Multi-touch metric, such as purchases, sales, and ROAS, offer deeper insights into attribution across various report levels, including campaigns, ad lines, creatives, targeting, and placements, providing a more accurate reflection of their impact on business performance

Scenario 1️⃣ A High Multi-Touch ROAS

You’re running ads for a product, and a certain keyword has a higher multi-touch ROAS than last-touch ROAS.
This means that this keyword is helping influence conversions, even if it’s not the final touchpoint before purchase.
Recommended Action: Consider spending more on this keyword because it plays an important role in the customer’s buying journey.

Scenario 2️⃣ A Low Multi-Touch ROAS

A specific ad placement (where your ad appears) has a lower multi-touch ROAS than last-touch ROAS.
This suggests that other ads are actually doing more of the work to drive conversions.
Recommended Action: Reduce spend on this placement or adjust its bid since it’s not as influential as it first seemed.

FAQs

Click on the ▶️ icon to expand and view the answers.

What does it mean if my multi-touch attribution is the same (or nearly the same) as my standard last touch attribution?

It may indicate that for your current campaigns, ads that shoppers encounter “last” are likely the most impactful, or that shoppers usually encounter only one ad on the path to converting.

Will multi-touch attribution impact my last-touch attribution?

No, multi-touch and last-touch attribution are independent calculations. They both measure the same conversions and traffic but are calculated separately. Both attribution methods are applied to all campaigns without affecting each other.