Why does Amazon DSP prioritize clicks over views when assessing attribution?

Clicks are easier to measure

Clicks signal stronger intent than a view

View are less likely to occur in the 14-day attribution window, so clicks are prioritized


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Why does Amazon DSP prioritize clicks over views when assessing attribution?


Explanation: The selected answer **Clicks signal stronger intent than a view** is correct because clicks are considered a more direct and reliable indicator of consumer intent compared to views. When a user clicks on an ad, it shows a higher level of interest and engagement with the product or brand, signaling that they are more likely to take a desired action, such as making a purchase. This makes clicks a more valuable metric for assessing the effectiveness of a campaign in driving conversions. While views can indicate awareness or exposure, they do not demonstrate the same level of intent to engage further with the brand, making clicks a stronger signal in attribution analysis for Amazon DSP campaigns.

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