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The Amazon Events API Program for Offline Conversions

The Amazon Events API Program for Offline Conversions allows clients to send offline conversion data to Amazon Ads. This enables a full-funnel marketing strategy for advertisers, allowing them to leverage their conversion signals for identifying the right audience, optimize campaigns, and measure business outcomes.

Tip

  • To learn more about the corresponding program in Amazon, see Amazon's documentation "Events API".

Note

The Amazon Events API Program uses a different, more streamlined setup than the legacy Amazon Conversions API Program. If you are still using the legacy version, see "The Amazon Conversions API Program for Offline Conversions".

With the Amazon Events API Program, you can measure how your Amazon ads lead to real-world outcomes, such as in-store interactions, purchases, and more. To help you understand the effectiveness of your ad campaigns, Amazon Ads measures your online and offline conversions by attributing them to the campaigns run through Amazon Ads.

Use this to:

  • Track offline conversion activity and see how much of it can be attributed to your ads on Amazon.

  • Measure the offline return on your ad spend.

  • Optimize your overall Amazon Ads strategy based on offline conversion signals.

  • Refine audience strategy across Amazon properties based on the above results.

The Amazon Events API Program for Offline Conversions is an Amazon paid program, so there is no cost for brands and advertisers.

Overview of Steps Involved

The following steps need to be performed to enable the attribution analysis and in-flight optimization in Amazon:

  1. You log into your Amazon Ads DSP account to obtain your advertiser ID.

  2. You grant LiveRamp the ability to deliver data to your Amazon Ads DSP account by activating an Amazon Conversions API destination account in LiveRamp Connect (based on your respective region), which includes performing OAuth authorization.

  3. You activate your campaign.

  4. You upload your daily conversion data.

  5. LiveRamp matches the PII to RampIDs and delivers matched data to Amazon via their Conversions API.

  6. Once results are available, typically within 24 hours from upload/delivery, you view the results within Amazon's Campaign Manager.

See the appropriate sections below for more information on performing these steps.

Accept the Terms and Conditions in the Amazon DSP Console

Advertisers must accept the Conversion tracking terms and conditions (T&Cs) in the Amazon DSP Console.

To accept the T&Cs:

  1. In the Amazon DSP console, go to Campaign Manager → Events manager → Conversions tab.

  2. On the Conversion tracking terms and conditions dialog, click Agree and continue to accept. If the T&Cs dialog does not display, this means the T&Cs have already been accepted.

    1. For information, see Advertiser Audience Agreement (login required).

Activate an Amazon Conversions API Destination Account

To distribute offline conversion data, an Amazon user who has Amazon DSP (a Campaign Manager with full access or an Admin) will need to activate a the destination account.

Depending on your region, you must activate one of the following destination account in Connect:

  • For EU: Amazon CAPI V2 - Offline - EU

  • For APAC: Amazon CAPI V2 - Offline - APAC

During destination account activation, you will need to perform OAuth authorization for that destination account, either by selecting an existing OAuth connection or by creating a new connection. This grants LiveRamp access to your Amazon DSP Account in order to deliver data to your account.

Follow the general instructions in "Activate a New Destination Account", performing these additional steps:

  1. Remove the end date to leave the end date open-ended.

  2. To use one of your existing Amazon OAuth connections, select it from the OAuth Connection dropdown list and click Validate OAuth Connection.

  3. To create a new OAuth connection and validate that connection:

    1. From the OAuth Connection dropdown list, select + New Amazon OAuth Connection.

    2. From the new window that opens with Amazon's sign-in or login screen, enter your credentials and then click Sign in.

  4. Click Validate OAuth Connection.

  5. In the "Amazon Advertiser ID" field, enter your Amazon Ads advertiser ID.

  6. Define the consent settings for your users via the "Amznadstorage" and "Amznuserdata" dropdown options. These are set to "Granted" by default.

    Note

    You can set additional user-level consent in your file through the ad_user_data and ad_personalization fields.

  7. In the "Country Code" and "Currency Code" fields, enter the country code and currency code relevant to the transactions.

  8. (Optional) In the "Dataset Name" field, enter the name of the Dataset in your Amazon DSP where the events should be added to.

  9. In the Destination Account Name field, pick a unique and memorable name for this account. We'll suggest one for you but you can use any name you wish as long as it is less than 50 characters in length.

Format the File

This program utilizes the universal file format, which can be used across multiple Conversions API programs. For information on formatting guidelines, see "Using a Universal File for Multiple Conversions API Programs".

Using the Universal File Template

To make things easier for you, we've created a downloadable universal file template that you can use.

Note

The template contains formatting instructions in the second row of the file, along with info on whether a column is required and whether values are required, depending on which conversions programs you're using.

  1. Download the file template by clicking here.

  2. If desired, you can remove any non-required columns that aren't utilized by one of your conversions programs, but you can also leave those columns in the file and not populate them with values.

  3. Transfer your data into the template.

  4. After transferring your data into the file template, delete the second row with the formatting instructions.

  5. Save the file in one of our allowed file types (.csv, .tsv, .psv, or .txt).

  6. Upload the file to LiveRamp.

Once the file has been formatted correctly, upload the file to LiveRamp. See the “Upload the File” section below for more information.

Note

Once you set up the file format for an existing conversions program feed, try to keep the file format (such as the column headers or the column order) the same for all subsequent files. If you change the file format for an existing feed, create a support case before uploading the new file to ensure your existing feeds are not impacted. For more information, see "Changing the Format of an Existing File".

Header Row Example

The headers shown below are all required by Amazon.

first_name|last_name|address_1|address_2|city|state|zip|email_1|email_2|email_3|email_4|transaction_category|transaction_timestamp|transaction_amount|phone_1|phone_2|order_id| data_processing_options

Conversion Data Examples

Alex|Chen|44 Main Street|#12|San Francisco|CA|94100|alex@gmail.com|ac@ymail.com|||In-store|2014-03-31|99.99|4157892314|4156438224|58239|LDU

Julian|Roodiger|55 Mission Street||San Francisco|CA|94500|julian@gmail.com||||Offline|2014-03-30|55.55|4159032427|4157823435|67324|non-ldu

Send Conversion Data to LiveRamp

If you’re not currently using another LiveRamp Conversions API program (such as Bing or Yelp), we will need you to send us sample conversion data to set up the integration.

Caution

Most platforms require that at least 1,000 unique transaction events be uploaded over a 28-day period.

Conversion Data Guidelines

Each conversion data record must include at least one PII identifier (name and postal address, email, or phone) and the required conversion data:

  • Transaction category

  • Transaction timestamp

  • Transaction amount

  • Order ID

  • Event name

Conversion data should be uploaded within 7 days of the conversion.

Upload the File

Upload conversion data files using LiveRamp’s SFTP server or your SFTP server.

You can also have us pull files from an AWS S3 bucket or GCS bucket. See “Getting Your Data Into LiveRamp” for more information.

Caution

Files for this conversions program cannot be uploaded via Connect.

Note

For future uploads, you do not have to email LiveRamp to confirm that you have uploaded data assuming headers have not changed or additional columns have not been added.

Once the file is uploaded, information on file processing status can be viewed in LiveRamp Connect (see "Check File Processing Status" below for more information).

After Amazon has ingested the conversion data, you will see your attribution report within Amazon DSP.

Check File Processing Status

You can check the status of the files you've uploaded on the Files page in Connect. See "Check the Status of an Uploaded File" for complete instructions.

Note

  • Once you've uploaded a file, it can take up to 20 minutes before it appears associated with the appropriate audience(s) on the Files page. If the file does not appear after at least 20 minutes, create a support case.

  • Files for this program use our Measurement Enablement workflow, so the column headings that display on the Files page will look different from the ones that display for files that use our Activation workflow.

FAQs

At what cadence should I send my conversion data files?

Send conversion data files to LiveRamp daily or at the latest every 3 days. This is required in order to support Amazon's 14-day attribution window.

What conversion data should I include in my conversion data file?

  • Include all traceable offline transactions in your delivery. Do not include online transaction data.

  • Avoid sending duplicate transactions (transactions already sent to LiveRamp). If you send daily files, only include transactions that occurred on that day. If you send weekly or monthly files, only send transactions that occurred since the previous file was sent.

  • Do not include transactions with a transaction date in the future.

In this section: