The AMC Path to Conversion Query shows the most popular paths that customers take before purchasing a product on Amazon.
The query considers all touch points and their order to determine the relevant “path”. However please note that paths in the final output are based on the timing of the first impression of the ad product type (SP, SB, SD, DSP) for simplicity.
For example, suppose a user is exposed to the following impressions, in order, before making a purchase: DSP, SB, DSP, SP. The final path shown in the results is then DSP, SB, SP – since the timing assumption is based on the first impression. In other words, DSP is not listed twice in this example and the first impression timing assumption is used.
Requirements
To use this query, advertisers preferably have data from multiple campaigns (Amazon DSP or sponsored ads) reaching the same audience. If you only have one campaign, the query will return results, but they will be limited to the single campaign and the path journey insights will not be available.
Interpretation and Use Cases
Determine whether your upper-funnel campaigns are actually reaching customers at the right stage in the journey; make adjustments to campaign types or targeting.
Help justify DSP's impact – for example, if a majority of conversion paths started with DSP, it might be worth continuing to invest in it.
Determine which paths are most frequent, which have the highest conversion rates, and which have the most NTB (New to Brand) users.
Note that the results of this query include new-to-brand (NTB) sales and users. Purchases are considered new-to-brand (NTB) if a customer purchased for the first time during the previous 365-day period on Amazon.
FAQ: What are purchases?
The word “purchase” has a particular meaning in AMC. The FAQ response below defines it and provides an example to clarify its interpretation in AMC.
A purchase refers to the number of times any amount of a promoted product or products is included in a purchase event. Note that "purchase" has a specific meaning distinct from ad orders/conversions and units sold. This is illustrated in more detail in the example below.
Example: Consider a customer who buys 2 different ASINs in a single order:
3 units of ASIN A
4 units of ASIN B
This would give:
1 ad order / conversion
2 purchases
7 units sold
FAQ: Is AMC data consistent with other data sources (e.g., Amazon Ads API)?
Typically, the results from the two data sources should be fairly close. However, here are some known reasons for potential differences:
Timing differences: If the data is pulled from each source at different times.
Time zone consistency: The default time zone for AMC is UTC, whereas Kapoq’s advertising module uses the marketplace's local time zone.
Logic within each query: For example, many AMC queries filter out data associated with null user IDs. This could result in a small amount of data being excluded.