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AMC - Time to Conversion

Description of Amazon Marketing Cloud (AMC) - Time to Conversion

Zachary Fischer avatar
Written by Zachary Fischer
Updated this week

The Time to Conversion query shows how long it takes shoppers to convert after seeing an ad. Sometimes conversions are rapid and within minutes. Other times, it may take days. Time to conversion is the amount of time customers take from last seeing your ad to purchase.

Kapoq has split the time to conversion buckets as follows:

Bucket

Bucket Name

< 1 MIN

Instant Buy

1 – 10 MIN

Quick Spark

10 – 30 MIN

Impulse Window

30 – 60 MIN

Lingering Look

1 – 2 HRS

Warm Drift

2 – 12 HRS

Delayed Intent

12 – 24 HRS

Same Day Sync

1 – 7 DAYS

Window Shoppers

7+ DAYS

Slow Burn

A graph with a red line

AI-generated content may be incorrect.

Cumulative Purchases Curve

The cumulative purchases curve in Kapoq shows the percentage of conversions occurring in the given time bucket or any earlier time bucket. For example, the Quick Spark cumulative percentage computes the percentage of shoppers converting in <10 min.

Use Cases

Understanding time-to-conversion helps brands:

  • Optimize Campaign Duration: Know how long to run campaigns before expecting results.

  • Optimize Promotion Duration: Understanding time to conversion can help brands determine the ideal promotion length to maximize impact while minimizing unnecessary spend.

  • Improve Retargeting Windows: Align DSP or SD retargeting windows to match actual shopper behavior.

  • Evaluate Upper vs. Lower Funnel Roles: Sponsored Display or DSP may drive slower, longer consideration cycles; SP may convert faster.

  • Budget More Effectively: Set expectations on when investments in awareness-focused ads (like SB or DSP) will lead to purchases.

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.

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