Many Amazon sellers use Google Ads or Microsoft Ads to drive traffic directly to their Amazon listings. But in some cases, sending visitors straight to Amazon is not ideal. You may want users to first land on your own website before continuing to Amazon.

Common examples include:

• Offering a coupon code before sending the shopper to Amazon
• Collecting email leads before the Amazon visit
• Explaining product benefits in more detail
• Pre-selling high-consideration products through a custom landing page
• Running seasonal promotions with branded landing pages
• Sending traffic through quiz funnels or product selectors

A common concern with this setup is:

“Will Amazon Attribution still track conversions if the user visits my website first?”

The answer is yes — provided the attribution parameters are preserved correctly throughout the journey. In this post, we’ll walk through how to set up Amazon Attribution tracking when users first land on an external website and then continue to Amazon.

Why Amazon Attribution Matters?

Amazon Attribution relies on tracking parameters that travel with the shopper from the moment they click your ad until they finally land on Amazon. These parameters help Amazon identify which campaign, ad group, keyword, or creative drove the visit and eventual purchase.

When traffic is sent directly from Google Ads or Microsoft Ads to Amazon, this process is fairly straightforward because the attribution parameters remain attached to the destination URL.

However, things become more sensitive when an intermediate landing page is introduced.

If the visitor first lands on your website and the attribution parameters are not preserved correctly, the tracking chain breaks before the shopper reaches Amazon. As a result:

• conversions may not be attributed back to the original ad click
• campaign and keyword performance data may become incomplete
• ROAS and conversion reporting may appear lower than actual performance
• optimization decisions may be based on inaccurate data

In practical terms, advertisers could end up pausing profitable campaigns or keywords simply because attribution was lost during the redirect flow.

This is why the intermediate landing page effectively acts as a bridge between the ad platform and Amazon. Its role is not only to educate or convert the visitor, but also to safely carry the attribution information throughout the entire journey.

As long as the original attribution parameters are preserved and passed to the final Amazon URL, Amazon can still associate the purchase with the originating ad click and report performance accurately.

How the Tracking Flow Works

The complete journey looks like this:

1. User clicks a Google Ads or Microsoft Ads ad
2. User lands on your website or coupon page
3. Attribution parameters are stored/preserved
4. User clicks a button like “Continue to Amazon”
5. User lands on Amazon with the same attribution parameters attached
6. Amazon records conversions against the original ad click

Step 1: Add the Amazon Attribution Tag to Your Tracking Template

The process begins with adding the Amazon Attribution tracking template to your Google Ads or Microsoft Ads campaign.

Example tracking template:

{lpurl}?maas=maas_adg_api_12345xxxxxxxxxx_macro_1_61&ref_=aa_maas&aa_campaignid={campaignid}&aa_adgroupid={adgroupid}&aa_creativeid={targetid}

In this configuration:

• {lpurl} becomes your external landing page URL
• Google Ads dynamically appends campaign and ad information
• The Amazon Attribution parameters are automatically appended to the landing page URL during the click
  

So instead of landing directly on a clean URL, the visitor arrives with tracking information attached.
Example final landing page URL after the ad click:

https://yourwebsite.com/coupon-page?maas=maas_adg_api_12345xxxxxxxxxx_macro_1_61&ref_=aa_maas&aa_campaignid=123456789&aa_adgroupid=987654321&aa_creativeid=kw1234567

At this stage, the attribution data is successfully transferred from the ad platform to your website.

Step 2: Preserve the Attribution Parameters on Your Website

This is the most important part of the setup and where most implementations fail. Many landing pages unintentionally strip URL parameters during redirects, navigation, or button clicks. When that happens, Amazon Attribution loses visibility into the original traffic source.

To avoid this, your website must preserve these parameters and pass them forward to Amazon when the shopper clicks through.

The parameters that should be retained include:

• maas
• ref_
• aa_campaignid
• aa_adgroupid
• aa_creativeid

If these parameters are removed, overwritten, or lost during navigation, Amazon Attribution may no longer associate the purchase with the original ad click.

There are several ways developers typically handle this:

• storing parameters in cookies
• using session storage
• saving values in local storage
• maintaining parameters through internal redirects

Step 3: Append the Parameters to the Amazon Product URL

Once the visitor clicks the CTA button, the Amazon product URL should contain the exact same attribution parameters received from the original ad click.

Example:

https://www.amazon.com/dp/B0XXXXX?maas=maas_adg_api_12345xxxxxxxxxx_macro_1_61&ref_=aa_maas&aa_campaignid=123456789&aa_adgroupid=987654321&aa_creativeid=kw-1234567

This allows Amazon Attribution to correctly connect the Amazon purchase back to the original Google Ads or Microsoft Ads click.

Why Storing Parameters in Session Helps

In simple one-page landing pages, passing parameters directly through the button URL may be enough. But many customer journeys are no longer that simple.

A shopper may:

• browse multiple pages
• return to the homepage
• visit FAQ sections
• click product comparison pages
• spend time reviewing coupon details

If parameters are only stored temporarily in the URL, they can easily be lost.

That’s why the most reliable implementations store attribution values for the duration of the session and automatically append them to all Amazon outbound links. This approach makes the setup much more resilient and reduces attribution gaps.

Recommended Best Practices

To ensure Amazon Attribution tracking remains reliable when using an intermediate landing page, it’s important to preserve the attribution parameters throughout the entire user journey.

A few recommended practices include:

• Avoid redirects or URL rewrites that may remove tracking parameters from the landing page URL.
• Capture the parameter values as soon as the visitor lands on the site and store them using session storage, cookies, or local storage.
• Automatically append the stored parameters to all outbound Amazon product links so attribution remains consistent across pages.
• Test the full click flow before launching campaigns to verify the parameters are successfully passed from the ad click to the final Amazon URL.
• Use the correct attribution tag for the corresponding Amazon marketplace (US, CA, UK, etc.) and ad platform.

These practices help maintain attribution continuity even when users browse multiple pages, interact with coupon flows, or spend additional time on the website before reaching Amazon.

Some Example Use Cases

1. Coupon Claim Pages

A supplement brand runs Google Ads promoting a limited-time discount. Instead of sending traffic directly to Amazon, visitors first land on a page where they:

• reveal a coupon code
• read product benefits
• then click through to Amazon

Without parameter preservation, the final Amazon purchase may not be attributed correctly.

2. Product Education Funnels

Some products require more explanation before purchase.

For example:

• supplements
• skincare products
• premium kitchen products
• technical electronics

The seller may first send visitors to a branded landing page containing:

• videos
• testimonials
• comparison charts
• FAQs

Visitors then continue to Amazon after becoming more informed. With proper parameter preservation, Amazon Attribution continues working correctly.

Does This Work with Microsoft Ads (Bing Ads)?

Yes.

The same setup can also work with Microsoft Ads (Bing Ads), provided you use the correct attribution tag and tracking template for the marketplace and ad platform.

Karooya supports attribution tracking for both:

• Google Ads
• Microsoft Ads (Bing Ads)

You would use the appropriate tag based on:

• the ad platform
• and the Amazon marketplace (US, CA, etc.)

Final Thoughts

Using an intermediate landing page does not prevent Amazon Attribution tracking — but the implementation must preserve attribution parameters correctly.

The key principles are simple:

• Pass attribution parameters to your landing page
• Preserve them during the session
• Append them to the final Amazon URL

Once implemented correctly, sellers can confidently use external landing pages, coupon funnels, and branded experiences while still measuring ad performance accurately inside Amazon Attribution.

FAQ

Can Amazon Attribution still work if users first visit my website before Amazon?

Yes. Amazon Attribution can still track conversions as long as the attribution parameters from the original ad click are preserved and passed to the final Amazon URL.

What happens if the attribution parameters are lost during the journey?

If the parameters are removed or overwritten before the visitor reaches Amazon, the purchase may no longer be attributed to the original Google Ads or Microsoft Ads click.

Which attribution parameters should be preserved?

The commonly used parameters include:

• maas
• ref_
• aa_campaignid
• aa_adgroupid
• aa_creativeid

These should remain intact from the landing page through to the Amazon product link.

Can this setup work across multiple landing pages?

Yes. In fact, storing the attribution parameters in session storage, cookies, or local storage is recommended for multi-page journeys to ensure the values remain available throughout the session.

Does this work with Google Ads and Microsoft Ads (Bing Ads)?

Yes. The setup works with both platforms, provided the correct attribution tag and tracking template are used.

Do I need a developer to implement this setup?

In most cases, yes. While the tracking template setup is straightforward, preserving and dynamically passing attribution parameters usually requires website-level implementation.

Can I use this setup for coupon or promo landing pages?

Absolutely. This is one of the most common use cases. Sellers often use intermediate landing pages to display coupon codes, promotional offers, or product education before redirecting users to Amazon.

How can I verify that the setup is working correctly?

A simple way to test is:

1. Click the ad
2. Confirm the attribution parameters appear on the landing page URL
3. Navigate through the landing flow
4. Click through to Amazon
5. Verify the Amazon URL still contains the same parameters

If the parameters remain intact, the attribution flow is typically configured correctly.

Related Links:

• Start Here: Key Metrics to Track on Amazon Attribution
• Step-by-Step Guide to Integrating Amazon Attribution for Google Ads
• How to Improve Conversion Rates with Amazon Attribution?