A shopper interacts with ads from two different campaigns from the same brand, they first click an ad promoting the brand's mirrorless cameras and later click an ad promoting the brand’s camera cases. The shopper ends up purchasing the mirrorless camera after clicking on the ad for the camera cases. Conversion will be awarded to which campaign?

The mirrorless camera campaign will be awarded the conversion in this case because it is more relevant to the shopper's final purchase. Even though the shopper interacted with ads from both campaigns, the conversion is credited to the campaign promoting the product that was actually purchased—the mirrorless camera. This approach follows Amazon Ads' attribution methodology, where conversions are assigned based on the most relevant ad to the conversion event. In this example, the shopper ultimately purchased the mirrorless camera, so that campaign receives the credit, regardless of the fact that the shopper clicked on the camera cases ad last. This method ensures conversions are not double-counted across different campaigns and accurately reflects the shopper's purchase behavior.