How to Measure Facebook Ads That Drive Amazon Sales
How do I measure Facebook ads that send traffic to Amazon?
Use Amazon Attribution, Amazon's free measurement tool for brand-registered sellers and vendors. Create a tag for each ad, paste it as the ad's destination URL, and Amazon reports clicks, detail page views, add-to-carts, purchases and sales on a 14-day last-touch basis. Meta never sees these Amazon sales, so it cannot optimize for them.
When a Facebook ad sends people to an Amazon product page, the sale happens on a site where you cannot run a Meta pixel. Ads Manager will show you clicks and costs and nothing after that. The measurement has to come from Amazon, and Amazon’s tool for it is Amazon Attribution: a tagged link per ad, and a report of what those clicks did on Amazon within 14 days.
What is Amazon Attribution, and can I use it?
Amazon describes Attribution as a free measurement solution that shows the on-Amazon impact of marketing in channels outside Amazon, including search, social, display, video and email (Amazon Attribution).
Eligibility, from the same page: professional sellers enrolled in Amazon Brand Registry, vendors, KDP authors, and agencies with clients who sell on Amazon. Amazon’s guide adds that sellers need brand representative status in Brand Registry, and it runs only in the Amazon stores Amazon lists (Your complete guide to Amazon Attribution). You use it inside Amazon Ads Agent, under Measurement and Reporting, or through a tool provider connected to the Amazon Ads API.
How do I tag a Facebook ad with Amazon Attribution?
Amazon’s guide gives the manual route. Create one ad group per ad or tactic, because each ad group gets its own tag and its own row in the report.
- Sign in to Amazon Ads Agent, open Measurement and Reporting > Amazon Attribution, click Create campaign and choose Create manually.
- Name the campaign and add the products the ad promotes, including size and color variations; only in-stock products with photos and prices qualify.
- Create an ad group for each Facebook ad: set Publisher to Facebook, Channel to social, and Click-through URL to the product page or your Store.
- Click Create, then copy each ad group’s tag or download them all as a CSV file.
- In Meta Ads Manager, open the ad and paste the tag into the Website URL field in place of the plain Amazon link.
- Publish, wait 1 to 2 days, and confirm clicks appear in Attribution before reading any sales.
Amazon says a 10 to 20% gap between its clicks and the publisher’s clicks is normal, because the two count clicks differently. Above 20%, check the date ranges match and that no tag is shared across ads or other URLs (Your complete guide to Amazon Attribution).
Tagging many ads at once
For larger accounts, the guide describes a bulk route. Choose bulk creation with the Facebook/Instagram template, and fill its Ads tab from an Ads Manager export made with the Export & Import menu on the Campaigns page. One file can cover up to 8,500 Facebook or Instagram ads. Amazon says tag creation takes about 10 minutes; you then load the returned file back through Export & Import > Import Ads in Ads Manager. Bulk campaigns are the only ones with a keyword and creative report.
What does Amazon Attribution report for each ad?
Amazon uses a 14-day, last-touch model: a purchase counts if it happens within 14 days of a tagged click, and the most recent tagged click gets the credit (Your complete guide to Amazon Attribution).
| Metric | What Amazon counts |
|---|---|
| Clicks | Clicks on your tagged link |
| Detail page views | Views of the promoted product’s detail page after the click |
| Add to cart | Times a promoted product was added to a cart after the click |
| Purchases | Purchase events that include a promoted product |
| Product sales | Sales of promoted products, in local currency |
| New-to-brand purchases | First purchases from your brand within a one-year lookback |
| Brand halo (BH) | The same actions on your brand’s products you did not promote |
Brand halo matters for Facebook traffic: a shopper who clicks an ad for one product and buys another of yours shows up there rather than in Purchases. Reports come as a dashboard or downloadable files, by campaign, channel and publisher, or product.
What can’t you measure when ads send traffic to Amazon?
Four gaps remain, however well you tag.
- Meta cannot optimize for Amazon purchases. Meta’s pixel is code you put on your own website (Set up and install the Meta pixel), and an Amazon page is not yours. Without purchase events, Meta can optimize for clicks but not for sales; it says some goals, such as value, need a pixel or SDK (About performance goals).
- The two systems use different rules. Amazon credits the last tagged click within 14 days. Ads Manager has its own attribution settings, so do not expect the reports to agree; read the Amazon numbers for sales and Meta’s for cost.
- Untagged paths are invisible. A shopper who sees your ad, then searches Amazon later without clicking, is not counted, and neither is a sale outside the 14 days.
- Incrementality is not tested. Attribution shows what tagged visitors bought, not what they would have bought anyway. For that, run an on-and-off comparison as set out in how can I test incrementality without buying a tool?
What is the Brand Referral Bonus?
It is a credit Amazon pays on sales your outside marketing drives. Amazon’s guide says the program pays US seller brand owners a bonus averaging 10% of product sales from non-Amazon marketing measured by Amazon Attribution, including purchases of other products from your brand up to 14 days after the click. You enroll in Seller Central, see the bonus monthly in Transaction Details or in a weekly Brand Referral Bonus report, and Amazon notes a two-month processing time between the sale and the bonus (Your complete guide to Amazon Attribution).
Count the bonus when you judge the ads, but only once it posts.
How do I judge whether the Facebook spend is worth it?
Put Amazon’s numbers next to Meta spend for the same dates. Cost per Amazon purchase is Meta spend divided by Attribution purchases (add brand halo purchases if you sell a range). Amazon-attributed ROAS is product sales divided by Meta spend. For example, $1,000 of spend and $3,000 of Attribution product sales is a 3.0 ROAS before Amazon’s fees and your product cost.
Then compare that with what a dollar of profit costs elsewhere. Whether marketplace traffic or your own store should get the next dollar is covered in should I spend on Meta ads or marketplace ads?, and the break-even logic in the ROAS and attribution guide. If you also sell on your own site, check how Meta’s own counts behave in why does Meta show more purchases than Shopify?
FAQ
Does Amazon Attribution work with Instagram ads?
Yes. The bulk upload template has a Facebook/Instagram publisher option, and Amazon says tags created through the Amazon Ads API are macro-enabled for Google, Facebook and Instagram. For manual tags, give Instagram ads their own ad group and set the publisher to match, adding it as a new publisher if it is not listed, so its results stay separate.
Is Amazon Attribution free?
Yes. Amazon calls it a free measurement solution. The cost is setup time and the requirement to qualify: professional sellers need Brand Registry enrollment, and vendors, KDP authors and agencies with selling clients can also use it, in the Amazon stores Amazon lists for the program.
Can I see which Facebook ad drove an Amazon sale?
Only at the level you tagged. Each Attribution ad group has one tag, so one tag per ad gives you per-ad results. Bulk-created campaigns add a keyword and creative report. Shoppers who reach Amazon without clicking a tagged link are not counted at all.
Why do Amazon’s clicks differ from Meta’s link clicks?
The two systems count clicks differently. Amazon says a 10 to 20% gap is normal. If the gap is larger, check that both reports use the same date range, that you compare only tagged ads, and that no tag is reused across ads, URLs or other trackers.
Sources
Sources: Amazon Ads, Amazon Attribution and Your complete guide to Amazon Attribution; Meta Business Help Center, Set up and install the Meta pixel and About performance goals (checked 2 Oct 2026).